by Joe Gracia www.givetogetmarketing.com
Generate A Lot More Response by Making Compelling Offers
How do you get people to respond to ads, flyers, etc.? I've tried promoting my business with ads and flyers and I haven't gotten any response.
What am I doing wrong?
Gail, Seattle, WA
If you use your marketing pieces to simply promote your business, you're going to continue getting very little response.
People aren't interested in the businesses that provide the products and services they buy. They're interested in what those products and services can do for them.
There's a good chance that you are leaving out the most important element of your marketing pieces -- an offer.
Without An Offer -- There Is No Response
Most business owners don't make an offer in their marketing pieces. Instead they focus on telling you about their business, or about the product or service they are selling.
There may be a phone number and address at the bottom of the marketing piece -- but there's no offer.
Without an offer nothing happens.
Imagine arriving at a cocktail party and the hostess greets you and begins talking about the weather. She hasn't made an offer, so you have no decision to make.
But suppose the hostess makes an offer by saying, 'Would you like something to drink?' Now you must make a decision because a very specific offer has been made.
By making an offer you force your prospects to make an immediate decision -- either they will accept your offer and take action, or they will decline your offer and not take action.
Most small business ads and other marketing pieces never make an offer -- that's why they get very little response.
If you want to start getting maximum response to your marketing efforts, make sure you always make an offer.
What Kinds of Offers Can You Make?
1. There are offers to attract new prospects.
-- You can offer a free catalog, brochure, info-pak, report, newsletter, etc.
We offer a free marketing Idea-Kit and free Newsletter to attract interested prospects to our business. By doing this we have grown our prospect lists for our two Internet businesses to well over 200,000 prospects and generate nearly a half a million dollars in Internet sales each year.
2. There are offers to get people to try your products or services before they buy. The more people who try your product or service, the more people will buy.
-- You can offer a free sample, demonstration or session.
A kettle corn vendor at a festival had a big sign 'offering' free samples of their product. Many of the people who tried a sample, got in line and bought a large bag. Their sample 'offer' was a huge success.
3. There are offers to get people to buy your products or services.
-- You can offer prospects or current customers your products or services at full price or you can sweeten the offer with a discount or bonus.
You see this type of offer everywhere. It works best when your prospects or customers already know, like and trust you and your business.
Tips for Making Offers That Get Action
-- Put your offer in your headline so your prospects or customers can see it immediately.
-- Make your offer easy to understand.
-- Make your offer specific, not vague or general.
-- Tell your prospects exactly what they must do to take advantage of your offer.
-- Sweeten your offer by adding a special incentive for acting today.
-- Give them several ways to respond. By phone, by mail, by fax, by web site, e-mail, etc.
-- Put a deadline on your offer, so your prospects must take action now. If they put it off, they will surely forget about it.
Making appropriate and irresistible offers is essential to attracting maximum prospects and customers to your business.
Remember, without an offer, nothing happens.