Get More Leads With These Proven Offer Tips

February, 2010

Remember the 40:40:20 direct marketing formula?

40% of your marketing success comes from your list, 40% from a timely and enticing offer, and 20% from powerful and compelling copy.

And the fastest way to improve your response rates is by increasing the value of your offer.

Here are 7 quick and easy ways to do just that:

1. Sell your offer, not your product. With sales cycles between 12 and 24 months, you need to plan for at least 7 “touches” before the sale approaches. Offers build relationships.
2. Make your offer timely. You can’t push someone through their buying cycle, but you can offer help when they need it. And you learn a lot from their response too. If a prospect downloads your trial software, you know you’ve done a good job: they’re ready to hand over to sales.
3. Put your offer upfront. If it’s on your home page, flag it along with all your other offers. If it’s a letter or email, promote it in the headline or the subject line. Above all, don’t bury it. Make it clear, and repeat it.
4. Make your offer urgent. You know the form. “Last orders, reduced prices, 50 seats left, 2 for 1 if you order special delivery before Monday.” But here’s an extra tip: try building a bit of a story in too. “Last week we had so many people on the call we decided to run the same session again. Hurry though. We’re already down to the last 10 places for this one too.”
5. Sweeten the deal. “Be first to sign up and get your free USB stick.” And if you’re offering a white paper, you could add a ten-point checklist in there too, targeted precisely to your audience.
6. Stretch out the benefits. Don’t settle for the “boosts productivity, increases efficiency” line. All software does that. One way to differentiate your product is to tell the story of your benefits in full. That’s how you engage your prospects.
7. And finally, make your offer shine in your call to action, on the landing page, in the order form. Remind your prospects of the benefits. Or add a one for new measure.

Developing offers for your lead generation work? If you need a copywriter to write your email,  direct mail or website offers, call me during office hours on 020 8943 2472, and I’ll be delighted to help.