What matters most in creating consumer response to a marketing offer?

An argument can be made that the medium, timing and message frequency are driving forces behind any marketing campaign. I have long argued that the words matter most.

Not just any words will do.  Copywriters must strive to find the correct combination of words that compel consumers to act.

It’s all about the offer.

“Buy one, get one free.”

“Buy a new lawn mower– get a weed-eater for half-price”

“Visit our store today and get a free Major League World Series Baseball”

The best offer is one that creates movement in a potential customer.  Here’s a check-list for offer power:

  • Call me out—be as specific as possible about WHO will receive the offer.  The more limited the audience the more likely a customer will move quickly.  Make the customer feel special with a personal offer.
  • What’s –in-it-for-me? – Spell out the benefit of the offer in simple terms.  If the offer requires an asterisk and fine print—please try again.
  • Remove all risk – Offer the best, no-questions-asked guarantee in the business and scream the guarantee in the message
    • Drive our truck for 60 days.  If it doesn’t do the job, bring it back.  Period.  ( See your local Dodge dealer about how this offer is working for them)
  • Keep it short and simple—If you can’t Tweet the offer, it’s probably too long.
  • Quick deadlines—The best offers don’t last long. (Keep new offers coming.)  A business owner should continue to honor an offer after a deadline—but communicate deadlines to create urgency.
    • 3 DAYS ONLY

Power-packed offers cause consumers to respond.  The only test of efficacy should be the response function.  We write offers to cause response.  If the offer is not working—don’t blame the medium…fire the copywriter!

Keep writing and testing offers.

What is the best offer you’ve seen?

Photo by Rebecca Gunn

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