How to do direct mail part 2 - offer

You have assembled your list. It's time to figure out what you are going to offer.

After the list, this is the most important part of the message.

Truth time: Your customers will throw your letter into the trash [unread] - unless you give them a good reason not to do so.

Your offer is for this reason.

The strong offer in the third grade will exceed the difference offered by professionals every time. "Buy one get one free" has no talent to write, but it will attract customers to your store in groups [assuming you are selling something worth buying...]

What if you don't have an offer or don't want to do anything? Do not mail.

serious. Save your money and do other things. Sending a message without a quote is a waste of time and money.

But let's assume that you actually want to include a quote. What makes a good one?

Your quotation must be something of great value to let your readers do what you ask them to do.

Do you want them to come to your store? Special promotions are a great way and a good offer.

Warning: Not all sales are equal. "50% discount on selected items" is not the same as "25% discount on the whole store".

Not all sales must now be "buy one get one free", but you can't be cheaper for your customers. Believe it or not, they know when you provide the smell.

Not only that, but your quotation must be brought to their attention. This may be very valuable, but if it doesn't catch your reader at first glance, it may not work.

In the case of direct mailing, your quotation competes with other things the reader has. It must stand out or it will be abandoned.

This is where you get ideas. You know your customers better than I do.

Ask yourself: Why are they buying it for you? What do they want you to give them?

Will they really want to get rid of their ass and go to the store? Or fill out your order? Or register your newsletter, or are you trying to get them to do something?

Do you have something that customers can't get elsewhere? Or maybe they can only get what they get at a specific time of the year? Can you give it up or discount it in some meaningful way?

No matter what offer you offer, make sure it is easy to understand. You must be clear and quickly understand your point of view.

Your customers won't waste time trying to figure out what you are saying. If you don't get their attention, they will throw your letter into the trash can and continue their day.

The last thing:

You may not be able to make a good offer. It's ok. It just means you shouldn't waste time or money on the mail.

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