For direct marketers, the offer made can make or break a campaign. The purpose of an offer is to motivate respondents to take the desired action now. Without a compelling reason to respond, your target is most likely going to do nothing. The offer doesn’t have to cost a lot, but it does need to have perceived value with your target market.
An effective offer is quickly understood and delivered with a sense of urgency. You can create urgency by including an expiration date or by limiting the offer to a certain number of respondents. Both methods can stimulate an immediate response.
The best offers appeal to your target audience but aren’t so generous as to attract an unqualified, unprofitable customer. So whether you’re reaching out to existing customers you’d like to see again, potential new customers or an entirely new market, here are a few placement tips that will help to get your offer noticed: