The ABCs of Testing
Another oddity is the option to double up on shipments that is promoted on the order form.
To cinch the deal, Knowledge Products throws in a mini boombox premium that gets its own buckslip for promotion and is featured in copy on the outer envelope.
The Oxford Club
Agora Publishing knows that flattery is a strong emotion direct marketers can tap to drive response. Instead of selling a newsletter via a trial issue, it promotes the publication and ancillary products for The Oxford Club with a membership offer.
People like to feel that they belong, especially when it comes to money and financial investments. So Agora butters up prospects by telling them they have been sponsored by another member to join the "club."
Instead of shipping a sample issue and then having to keep pushing for a continuation of service and a payment, Agora can ask for the money upfront. What kind of club wouldn't ask for dues immediately?
The copy works hard to convey a feeling of exclusivity: prospects will become charter members, the order form is called an "application" and the sponsor's name is printed on the application.
Never one to be shy about asking for the order, Agora pre-alerts these recipients to the opportunity they'll receive in their acceptance kit to become lifetime club members.
Interestingly enough, the mailing never once specifies what the newsletter is called; there is only vague reference to "special member communiques."
What makes the standard Gevalia Kaffe offer stand out (see above) is a premium that's worth more than the initial product shipment. For this reason, the marketer promotes the premium, a coffeemaker in prospects' choice of three colors, heavily in its control.
Since the offer is for automatic shipments of coffee, Gevalia Kaffe is in no danger of losing money on this proposition. As long as most customers take enough shipments to pay for the coffeemaker, the deal is successful.