Generate More Orders with a Package Insert Program
- The headline and offer must be attention-grabbers to compete with the package contents.
- Offer a big benefit — e.g., Buy One, Get One FREE!
- Make the offer simple with as little fine print as possible.
- Discounts, FREE and "customer exclusives" have proven power.
- Keep the insert lightweight so it doesn't add to the cost of delivery.
- Make it easy to respond. This could be the time to use a QR code, as well as your URL and phone number.
- Don't try to sell a product that requires a lot of explanation. If you have to send a customer online to get more information, give them an incentive to do so.
- Study the inserts in packages you receive. Take note of what works and what doesn't.
- Remember package inserts aren't just for B-to-C marketers. B-to-B marketers use them, too.
And don't be embarrassed if package inserts aren't part of your current marketing. You're not alone. But if you're reading this, I hope you at least consider the value of testing them.
Pat Friesen writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913.341.1211 and Pat@PatFriesen.com.