- offering a free gift and/or premiums.
- featuring dollars or percentage off—highlighting the dollar value of the savings/free gift.
- featuring a limited time offer.
- offering a free trial period and/or a guarantee, as applicable.
- featuring testimonials and endorsements, as applicable.
- offering free or flat S&H.
- offering several ways to order: phone, Web and mail; driving 800 number calls as well as traffic to the client's website, and, where applicable, retail stores.
- offering coupons, as applicable.
Tried and true basics of creative and testing should always apply, regardless of the new trends on the block. The following should always be remembered and taken into consideration when designing new creative.
1. Always test your offer and/or creative against control, then retest again. Use true tests (printer mixes) and test into control programs only.
2. Always use unique keycodes, 800#/extensions and/or URLs for each creative and each program.
3. Always offer multiple ways to respond or order including at least two of the following: phone, Web and mail.
4. Remember, some methods are crucial for certain audiences and eliminating that option can harm response.
5. Always provide some sort of incentive to respond.
6. Always create a sense of urgency.
7. Clearly identify benefits or savings of offer.
Keeping these in mind will ensure that no matter what trend your creative juices follow, your basics will be covered.
Barbara Henry is executive vice president of Leon Henry, Inc. She can be reached at barbarah@leonhenryinc.com
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