The Master Copywriter's Checklist for Creating Irresistible Offers
Don't confuse your offer with your sales close. The offer is what your customer gets for his money – the whole of what you're selling. For example, if you're selling a table lamp, you're offering the lamp base, a shade, and a working light bulb in exchange for a specified price.
In his book, "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation," Jim Kobs explains:
"[The offer is] whatever you physically get in the package or carton, plus the financial arrangement and any 'strings' or commitments. The commitment might apply to the customer (such as when joining a book club) or to the advertiser (such as guaranteeing return privileges)."
According to Jim, your offer should include:
- * Your product or service
- * The price and payment terms under which the customer can get it
- * Any incentives you're willing to throw in (like a free gift)
- * Any specific conditions attached to the offer
- * And (sometimes) free literature or booklets as a first step toward selling the actual product or service
Basic offers described in Jim's book include:
- Right Price
- Free Trial
- Money-Back Guarantee
- Cash with Order
- Bill Me Later
- Installment Terms
- Charge Card Privileges
- C.O.D.
[If you would like to order a copy of "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation," you can find it at Amazon.com]
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