irresistible-offer

Crafting An Irresistible Offer: Converting Prospects Into Customers

Crafting An Irresistible Offer: Converting Prospects Into Customers>

 

When creating a direct mail marketing campaign, we have talked about how design and personalization impact your results.  However, one aspect that could give you a significant increase in your response rate is your offer.

 

What Makes A Great Offer?

 

Put yourself in the shoes of your target prospect. Then take a look at your offer and ask a few simple questions:

  1. What sort of benefits will I be getting?
  2. Is the risk level minimal?
  3. What do other people say about this company/product?
  4. Is it worth my time?

 

One thing that we tend to get caught up in no matter what industry you are in is the product itself and its features. Being an architect of anything, you naturally get excited by this. However, just because you are excited by it doesn’t mean that customers will be too. Bottomline, the customer only cares how it’s going to benefit them. As soon as you start listing all of the features, they will most likely tune out and move on.

An important aspect of one’s purchasing process is the risk involved. If they feel like they are putting all of the skin into the game, they will probably not feel as compelled to give your company/product a try. If you can find ways to minimize the risk, such as offering something for free for a limited amount of time or some other easy entry for them to get into the pipeline, consider adding that to the offer.

Another thing we all want to see is reviews. It makes us feel safer when taking a risk on something new if other people say good things about it. Including a few testimonials in the offer will calm their worries and really get them considering what you are offering.

And lastly, something that is too often overlooked, is if the offer is worth their time. In other words, have you done a good enough job at concisely explaining the offer, and making it enticing enough where they will invest their time into it? Do you think that if you were a target prospect of this offer you would honestly consider opting in? And if the answer is yes, is it easy for them to sign up or get started?

Consider these things when assessing if you have done a good enough job with the offer. At the end of the day, your copy can be highly personal, but if someone doesn’t feel that these questions have been answered promptly and with precise diction, they just move on without batting an eye.

 

direct-mail-company

What to Look For in a Direct Mail Company: A Checklist

Top 3 Things Everyone Should Look For In A Direct Mail Company

 

Sifting through all of the direct mail marketing companies out there can be time-consuming. How do you determine if one is better than the other? Keeping these three key criterion top of mind will make sure that you can pick the best company that will meet your direct mail marketing needs.

 

They Have A Track Record of Success

 

This is a key indicator if a company is even worth pursuing. More often than not, you can usually see what sort of clients they have worked with in past on their website. Even if you do see them on their website, one of your first questions should be: what sort of clients have you worked with in the past and what results did you generate for them? This is the first hurdle that they must jump over successfully to garner your attention.

 

They are Reasonably Priced

 

Only you know what sort of budget you have to work with. That is why price should be one of the key things you ask up front. That way you aren’t surprised later down the road when you think you have found your ideal direct mail company.

 

You should also consider what you will be getting for your money. One of the things that One Stop Mail offers their customers is variable data printing, which is a cost-effective way to cater each direct mail piece to a specific individual. In this day and age, personalization is the name of the game. At the end of the day, you want to make sure your buck is going towards real results.

 

They Understand Your Needs

 

One of the simplest yet important things a direct mail company should do for you is to not only grasp your unique circumstance but also back up that understanding with a solution. The article entitled “What to Look for When Choosing a Direct Marketing Company,” sums this up perfectly with this quote: “They need to be willing to work with you to develop strategies, test them out, and make changes as needed in order to optimize them so that they can gain bigger, better sales for your business.” Your own situation will require “unique strategies,” so make sure that you are not only explaining everything clearly but they are taking in what you are saying.

 

Choose Wisely and Expect Fine Tuning

 

If you think you have found the best company for the job, don’t expect magic overnight. Direct mail marketing, and really, marketing in general, requires a bit of trial and error. Many people get uncomfortable with this because they don’t want their money to be wasted. But the fact of the matter is your money is not being wasted. It is being used to find the most successful areas to target so that you don’t get lukewarm results. The only way to do this is to test and analyze the data. If you have done your direct mail company research well enough, you should not have anything to worry about.