What do customers want during times of uncertainty? Whether the uncertainty is economic, political or social, like all of us, customers want to be reassured. They want the comfort of feeling safe and secure. And they're eager to regain a sense of being in control.
How can direct marketers provide customers with a sense of empowerment amidst uncertainties beyond their control?
The answer is in the offer.
In direct marketing, your offer is more than just your product and price. It's everything you're willing to give in exchange for a customer's or prospect's response. It's a package—a strategic weapon for countering competition, objections and the obstacles of incertitude.
Your offer is the magically powerful element of direct marketing that pushes people over the edge of indecision. And in today's environment, it needs to provide reassurance, add value, and offer customers a feeling of control.
There are a number of ways to construct an offer that addresses consumers' concerns, while promoting the sale of your product. Here are some offer ideas to consider in times like these.
1. Include free samples or free trials to promote customer security with your brand/product.
2. To reassure consumers, try to incorporate testimonials, performance comparisons, test results and ratings from independent sources.
It's one thing simply to state that you sell widgets for $9.99 and another to reassure customers that your $9.99 widgets are the best value on the market backed by third-party evaluations and/or customer comments.
3. Don't assume your customer knows the full value of your offer. Remind him of even the littlest things ... like your customer service, packaging, return policy or easy online ordering.
4. When shipping and handling are included in the price of your product, don't bury this in the fine print. It's reassuring information for the customer who's on the fence, plus it may help differentiate you from your competition.