The Importance of Including an “Offer”

Posted in: AERIOS, Lead Generation by admin on 07/27/2011

In keeping with this month’s topic of Sales Lead Generation…

The “40-40-20” Rule of direct response marketing says that a campaign’s performance can typically be attributed 40% to the list and 20% to the creative. What do you think accounts for the other 40%?

I will OFFER you a hint…

Yes, it’s the OFFER. The offer (not to be confused with the product OFFERING) is basically an incentive for taking action. In the phrase “Do this and get that,” the offer is the “that.”

Offers are especially important in lead gen. Best practices require that a lot of thought, planning and creativity go into it. After all, in direct response, almost all design and copy are driven by the Offer.

So it has to be chosen with care. It has to reinforce the brand and positioning of the product or service being sold. If you’re selling home wireless Internet service, which incentive do you think will perform best? A cheap trip to Vegas? Or an Apple iPad?

Of course it’s the iPad, because it reinforces all the great things the home wireless Internet allows you to do.

What about discounting? We advise our clients to use value-added offers and avoid discounts. Which will respond highest, a “FREE iPad” or “30% Off Your First Month’s Bill” or a “$50 Rebate”?

Yep, it’s the iPad.

It borrows on the brand equity of Apple. It’s more exciting to consumers than a discount. And it’s more difficult for your competitors to simply copy.

OK – all for now. Stay tuned. Next week we’ll explore how to tailor offers by audience, and pairing offers with each step of the sales cycle.