- You should have one! Never, ever fail to make a specific offer or offers, and have a clear call to action. So much bad advertising fails to tell the reader/listener/viewer exactly what is expected of them, what to do next, and how to do it, in clear terms. Most ends vaguely: here’s where we are, here are our hours, here’s our phone number.
- Build an appealing offer. Most are very unexciting, plain vanilla. A strong offer inspires the prospect to rush – RUSH – to respond. Has him excited about everything he’s going to get.
- Tie the “here’s everything you get” part of the offer back to previously presented benefits. Don’t stop at listing products or services.
- Have a deadline. It’s really not a direct-response offer without one.*
- If you can, combine limited supply with the deadline.
- Give an acceptable reason for deadline and/or limited supply. A lot of the ads, sales letters, etc. I see miss this. They use the deadline and limited supply strategies, but offer no believable reasons why the supply is limited, why response must happen before the deadline.
- Use premiums and bonus gifts. You have options here; relevant and/or irrelevant gifts; one bonus gift, multiple bonus gifts or choice of bonus gifts. Gifts with purchase, gifts with appointment.
*The deadline provides you with a reason for multiple follow-up steps tied to it, to remind the customer of the impending cut-off. In some cases, as example, my clients employ a “countdown strategy” right at the end of a promotion, using a daily sequence of faxes or e-mails, the first proclaiming there’s only 5 days left; the second 4 days; third, just 72 hours; fourth, just 48 hours; fifth, just 24 hours, last, expires at midnight. Build your sequence backwards from your deadline.