* It has often been said that a dynamic offer can succeed even if selling copy is fair to poor * But the most dynamic of copy cannot be powerful enough to make a poor offer succeed * The ultimate, of course, is a dynamic offer supported by dynamic cop - PowerPoint PPT Presentation

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* It has often been said that a dynamic offer can succeed even if selling copy is fair to poor * But the most dynamic of copy cannot be powerful enough to make a poor offer succeed * The ultimate, of course, is a dynamic offer supported by dynamic cop

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THE OFFER * It has often been said that a dynamic offer can succeed even if selling copy is fair to poor * But the most dynamic of copy cannot be powerful enough to ... – PowerPoint PPT presentation

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Title: * It has often been said that a dynamic offer can succeed even if selling copy is fair to poor * But the most dynamic of copy cannot be powerful enough to make a poor offer succeed * The ultimate, of course, is a dynamic offer supported by dynamic cop


1
It has often been said that a dynamic offer can
succeed even if selling copy is fair to poor
But the most dynamic of copy cannot be powerful
enough to make a poor offer succeed The
ultimate, of course, is a dynamic offer
supported by dynamic copy
THE OFFER
2
Factors To Consider
  • There are ten factors to consider when creating
    an offer
  • 1) Price
  • 2) Shipping and Handling not affecting the
    pricing
  • 3) Unit of Sale each, two, set
  • 4) Optional Features (Eg. colors, Odd Sizes,
    etc )
  • 5) Future Obligation
  • 6) Credit Option (Eg. Credit cards)
  • 7) Incentives (Eg. Discounts, Free Gifts)
  • 8) Time Limits
  • 9) Quantity Limits
  • 10) Guarantees

3
Selecting Response Channels
  • The four primary channels are
  • 1) Mail (Postage Free Cards or Envelope)
  • 2) Phone (Toll-free number)
  • 3) Fax
  • 4) Internet (E-mail)
  • Merchandising the offer
  • Free gift offer
  • Get a friend offer

4
Merchandising The Offer
  • To maximize success, the offers must be
    merchandised properly to target markets _
  • 1) Free Gift Offers for inquiring, trying,
    buying
  • 2) Get-a-Friend Offers, the basic technique to
    get a friend offers is to offer an incentive in
    apperception for a favor
  • Nominal gifts providing friends names
  • Substantial gifts awarded to the
    customer for friends to become customers

5
Short-and Long-Term Effect Of Offers
  • Use testing to find the offer that best matches
    the target audience and accomplishes the
    following objectives
  • 1) Getting a maximum number of new customers
    for a given product or services as quickly as
    possible
  • 2) Determining the repeat business factor as
    quickly as possible
  • 3) Breaking even or making a profit in the
    shortest time

6
Ways to Hype Response
  • There are several ways
  • Terms of Payment Cash, cash with on
    delivery, Open Account, Installment term,
    Revolving Credit
  • Sweepstakes Prize
  • Toll-Free Response
  • Publishers Letter short letter from
    magazine publisher
  • The Guarantee

7
Terms of Payment
  • Five general categories of payment terms may be
    offered
  • 1) Cash with Order
  • 2) Cash on Delivery
  • 3) Open Account
  • 4) Installment Terms and
  • 5) Revolving Credit

8
  • Sweepstakes
  • Since the 1970s, sweepstakes offers have been
    almost standard for mass mailers like (Readers
    Digest) and Publishers Clearing House
  • The prize structures of those firms have
    promised and delivered grand prizes that fulfill
    the giddy dream of becoming an instant
    multimillionaire

9
Toll-Free Response
  • Toll-free telephone response (800 numbers)
    offers the opportunity to hype the response from
    just about any offer
  • Publishers Letter
  • Another innovative device for hyping responses
    is an extra mailing enclosure known as the
    publishers letter
  • It gets its name from its first usage-a short
    letter from a magazine publisher enclosed in the
    basic mailing package

10
  • The Guarantee
  • People are hesitant to send for merchandise
    unless they know that the product may be returned
    for full credits if it does not meet their
    expectations
  • Guarantee satisfaction should be part of any
    offer soliciting a direct sale
  • For example, for more than 100 years Sears,
    Roebuck and Company has guarantee satisfaction
    for every article offered

11
  • Danger Of Overkill
  • The power of an offer should not be
    overestimated
  • And the incentive should not be made so
    overwhelming that it overshadows the product or
    service being offered
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