With March Madness beginning, it rapidly becomes clear that one win is nice, but it doesn’t ensure that your team will last through the first weekend. The “One and Done” scenario is similar in the direct mail arena, where one-year subscriptions and one-product-only purchases are certainly useful but don’t build success in the long run.
Rather, you want to increase overall sales and orders; a.k.a., get more wins. To do that—and thus get more return per package—consider the following five ways to upgrade your current offer.
To help craft this winning formula, Target Marketing leaned on two reputable “coaches” in the field: Alan Rosenspan is president of Alan Rosenspan & Associates (www.alanrosenspan.com), a direct marketing creative and consulting firm that’s worked with such clients as American Express, Heritage House and The Wall Street Journal; Stuart Jordan is chief operating officer, and directs all marketing, at University Health Publishing (UHP), which publishes the University of California, Berkeley Wellness Letter, the Johns Hopkins’ Health After 50 newsletter and other consumer health information, books and online content under the Cal-Berkeley and Johns Hopkins brand.
#1 Recognize the Reality
Our human nature dictates that we want what we can’t have, including what money can’t buy. Therefore, Rosenspan recommends that you make your offer something that the consumer cannot get elsewhere. “For a Quaker direct mail package, we had a sweepstakes. The grand prize was a visit to the most popular Hollywood TV show at that time, including having breakfast with the cast and crew. It was an offer money couldn’t buy,” he recalls.
Another reality is that most people have a greater fear of loss than a hunger for gain, says Rosenspan. As a result, negative offers seem to work better than positive offers. For example, a global investing money mangement firm called Fisher Investments repackaged its positive offer, full of investment tips, into the “8 Investment Mistakes That You Should Avoid” and outpulled its positive campaigns. “With my clients, I try to flip any of their positive information and position it negatively in order to make it more effective,” he explains.