| "body"> | | | | 10. Provide a guarantee. Everyone can offer a |
| Simply put, your direct mail offer is the "deal" you | | | | guarantee; if you don't think you can, you shouldn't be |
| promise the recipient. It's what you promise the reader | | | | selling the product. Even a nonprofit can offer a |
| and what you ask in return. | | | | guarantee to use the donor's money wisely or promise |
| Your offer needs to be specific and clearly state how | | | | to refund the donor's initial contribution if they ever |
| it benefits the prospect. It includes the product-or for a | | | | become dissatisfied with the organization. |
| fundraiser, the organization's mission or project-the | | | | 11. Include a trial offer. Like the guarantee, a trial offer |
| price or asking amount, terms, incentives, guarantee, | | | | limits the prospect's risk and reduces their concerns |
| etc. | | | | about responding. |
| And, of all the components of your mailing-other than | | | | 12. Make the offer "For a Limited Time Only." By |
| the list-the offer is the most important element of your | | | | including a specific deadline in your offer, you can force |
| success. If you're looking for breakthrough results, here | | | | the prospect into making a decision. |
| are 17 quick ideas to consider: | | | | 13. Offer "Early Bird" savings or gifts. ("If you act within |
| | | | the next 10 days, you get...") |
| 1. Offer something free-a free gift for responding, a | | | | 14. Test "Yes," "No," or "Maybe" options with peel-off |
| free trial period to test the product, free shipping, etc. | | | | stickers that the recipient transfers to the response |
| 2. Offer something new. Along with "free," "new" is still | | | | form, or include the options with simple check-off |
| one of the most powerful words you can use. | | | | boxes. Giving the prospect Yes or No options typically |
| 3. "Flip-flop" your offer. Rather than emphasizing | | | | increases response. And adding a Maybe option often |
| "You're paying $400 too much for auto insurance," test | | | | boosts response even more. |
| "You can save $400 on your auto insurance." You can | | | | 15. Offering a "Charter Membership" gives the |
| sell a product at "50% off" or offer the reader "Buy | | | | prospect added recognition and is a simple way to |
| one and get one free." You can offer a product for | | | | boost response for a new organization. Also, consider |
| $24.99, or test selling it for "$29.99 with free shipping." | | | | offering an "Introductory Price" as a cost-effective |
| In each of these examples, the cost to the mailer is | | | | way to acquire new customers. |
| the same, but repositioning the offer can lead to a big | | | | 16. Offer a "Bill Me Later" option or installment |
| difference in results. | | | | payments. The "Bill Me Later" option is common for |
| 4. Use specifics. Rather than offering to save the | | | | subscriptions, and offering installment payments can |
| reader $400, offer to save him or her $398.43. | | | | make large-ticket items seem more affordable. |
| Although it's less of a savings, the specific dollar | | | | 17. Regardless of your offer, sell only one thing at a |
| amount can attract more attention and give the offer | | | | time. This is one of the oldest rules of sales-ignoring it |
| added credibility. | | | | can prove costly. |
| 5. For political fundraisers, rather than ask for money to | | | | You often get the best results by combining two or |
| "help elect" a candidate, raise money to "defeat" the | | | | more unique offers, so don't be afraid to mix and |
| opponent. | | | | match from the above list. If you find a premium that |
| 6. Use goals that people can relate to. For example, | | | | works, perhaps adding free shipping or a discount will |
| rather than raising money to feed millions of hungry | | | | increase the mailing's net revenue even more. |
| people, ask for help to feed one hungry child. Rather | | | | And this brings up an important point. The |
| than cutting taxes by billions of dollars, offer to save | | | | measurement of success is net dollars. If you need to |
| each taxpayer $1,023. | | | | increase your mailing's cost to sweeten the offer, don't |
| 7. Where possible, don't use percentages. What does | | | | let the higher cost be the one thing that stops you. If |
| it really mean to save 25%? Instead, offer to "Save | | | | you believe the new offer has a reasonable chance |
| $19." Rather than "Sixty percent of all consumers | | | | of increasing the mailing's net return, it's worth testing. |
| agree," use "Three of every five consumers agree." | | | | Focus on net dollars. |
| 8. Test a premium. If you're already offering a premium, | | | | When you need breakthrough results, test your offer. |
| test a new one. | | | | Other than careful list selection, nothing will make a |
| 9. Test new prices and/or asking amounts. | | | | bigger difference in your success. |