Direct Mail: Energize Your Offer
Do you have to stick to just one offer? No. Just as you can have different controls for different lists, you can have different offers for different lists, channels and seasons. For example, you may find that while a free shipment offer works best online, a premium works best in the mail.
Finally, test sweepstakes cautiously, and think about the consequences. Many businesses have turned to sweepstakes to boost response, only to regret the move years later when they find themselves locked into a cycle of contests and giveaways.
Never forget that while retail marketing is about building a brand to aid buying decisions later, direct marketing is about making an offer to generate buying decisions now. Offers are the heart and soul of the direct marketing process.
The stronger your offer, the better your results.
Dean Rieck is a top direct response copywriter, who has worked with more than 200 direct marketing companies to create offer-driven direct mail, print ads, e-mail, online marketing, sales materials and radio ads for both direct sales and lead generation. Contact him by phone at (614) 882-8823 or via e-mail at email@example.com.