I didn't like the magazine. The free book alone was worth the
subscription fee. It was an offer I couldn't refuse. I
subscribed.
Always Include an Offer In Your Advertising
An irresistible offer is the number one reason why people buy
something. Anytime you want to dramatically increase the
response to your advertising, dramatically improve your offer.
Many small businesses don't always include an offer in their
advertising. This is a costly mistake because it doesn't provide
a reason for prospective customers to respond. The best way to
get a response to your advertising is to make an offer your
prospects can't refuse.
Your initial offer doesn't have to generate sales. It can
generate leads or traffic to your business or website. An offer
to generate leads or traffic requires you to develop another
offer to convert those leads into customers. Developing two
different offers is more work but it usually produces the
maximum number of sales at the lowest cost per sale.
How To Develop An Offer
I've used the following 4 step procedure many times to
create powerful offers. It's simple and easy to follow. Even
someone without special talent, skill or previous experience can
use it to create a powerful offer.
Step #1: Select one product or service to promote in your
offer. If you sell a variety of products or services select only
one to feature in your offer.
Step #2: Decide what specific action you want from
prospects or customers who receive your offer. For example, do
you want them to call or write to you for more information? Do
you want them to visit your website? Do you want them to come
into your store? Do you want them to call for an estimate?
Step #3: Make your best offer. Make it as attractive as
you can afford. A discount plus a free bonus will generate more
responses than a discount alone. A discount plus a free bonus
and a money back guarantee will generate an even greater number
of responses.
Step #4: Calculate the profitability of your offer. Don't
forget to include the cost of advertising. A thin profit from
your initial offer may be acceptable if you know it will
generate repeat business. Otherwise, revise your offer.
SUGGESTION: Sometimes you can increase your profit and
the benefit to your customer at the same time. Simply add a
low-cost bonus item with high perceived value and increase the
price to the level required to produce the profit you need.
Always include an offer in your advertising. It's the primary
reason why people buy something. Use this simple 4 step
procedure to develop your offer and watch how fast your sales
and profits increase.
Copyright 1999 By Bob Leduc
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
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