5 Big Ideas You Haven’t Tried Yet
2. The Invitation
People love to be invited to things—almost anything. And an invitation-sized format, or even an invitational email, is always successful.
But you don't have to wait for a seminar to invite people. You can invite them to take advantage of an offer. You can invite them to try your product. You can invite them to discover all the benefits of using your service.
You even can invite people to a nonevent. The New England Quilt Museum recognized that the economy might not be ideal for an annual fundraising event. So it sent out an invitation-sized mailing, which included the following copy:
The Board of Trustees of the New England Quilt Museum cordially invite you to our first annual non-event in honor of Ms. Sew and Sew.
There will be no cocktails at 6:00 pm
There will be no dinner at 7:30 pm ...
The cost? Only $75 for a non-attending individual, $125 for a non-attending couple.
3. The Most Popular Offer
We're all naturally competitive—we have to be as direct marketers. And two of the best ways to get people to want something is to tell them: They can't have it, or everyone else has one.
For companies like The MathWorks, we've taken their most popular offers in the past-and used them again. We make sure we tell people that this was "our most popular offer ever," and we get a great response.
Has it worked well before? It probably will work well again. The corollary to this is to tell people whenever you've done something special. We've used phrases like:
- Our most popular tour ever
- Our most valuable offer ever
- Our best value
You can't expect people to know how many people have responded to your offer in the past, or whether or not it's been successful—so you have to tell them.