- 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.
Author Info: Bill Glazer is one of the most celebrated Marketing Gurus in the world. Bill and his "Outside The Box" Advertising Strategies have often been featured in the most prestigious Marketing Magazines in the world.
Bill is the author of the best selling book, "Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who Are Dissatisfied with the Results They Get". 
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{ 11 comments… read them below or add one }
The addition of a strict deadline increased my response rate significantly.
#1 alone would just about double anyone’s response to any advertising!
Thanks to GKIC, I’m amazed anyone would ever pay for any ad and not include an offer (which I did way too many times in my clueless pre-GKIC days…).
Thanks, Dan!
Bill, since beginning to use direct response marketing vs. generic institutional advertising, my response rates have grown dramatically. I can’t wait to implement more ideas from Glazer/Kennedy!
Here’s what I have to say about OFFERS.
Do you realize that your family doesn’t value you, because they have no idea what you do–and that’s YOUR fault. You must market yourself. This is a learned skill. Bill and Dan are the best in the world. Buy their advice.
I did.
Working so far…
Stage Hypnotist Simone
Las Vegas
email me at hypnatrix@hotmail.com for free gifts. I love to give out free gifts that actually change lives.
I had a deadline to finish my book, then I kept inviting new authors who begged to be included. Now I have a multiple volume masterpiece.
That said, I agree. My book is still unfinished and isn’t a finished book, indeed, a book.
Ah, sweet transparency.
a deadline … an expiration date … the 1st 15 people to respond – you need some sort of call to action to get people to call you…
Just facebooked an offer to my guest for a Free Appetizer…Here is how you win one, respond in the next 30 minutes…Time starts now. I had a great response with a ton of buzz that followed. I will see what my ROI is later and adjust my next “get your butt in here” offer.
My all time favorite call to action. It requires the use of hypnotic tonality:
You may want to do it right now, without waiting, to have more of what you want, and the time to enjoy it!
Click on the Link. You may want to click on the link right now, without waiting, so that you can immediately benefit by increasing your joy and the thickness of your wallet!
There’s a link by the picture of the Top Commentator on this blog. He deserves your traffic.
Why not?
Stage Hypnotist Simone
Las Vegas
… and guarantee your product or service.
We offer a “no-questions-asked” zero frustration 100% guarantee!
In fact if you feel I’ve wasted your time I will not only refund your money, I will also pay you an additional $50 for your time!
Honestly, I hate to return money! I even have issues with ClickBank’s refund policy. But, you know, it’s true, a solid guarantee seems the best way to make sales. In the end, only a small percentage EVER request refunds if you offer what you claim when you’re making the sale.
Stage Hypnotist Simone
Las Vegas
Be so sure, so confident in your product or service, that you are willing to put your butt on the line…
I for one don’t like giving money back – but I would gladly give them their money back then to have them bad mouth me to their friends.