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  • Add You - Direct Mail Offers: Eight Steps to Making them Effective

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    making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects

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    Every direct mail package you drop in the mail should contain an offer. The offer is the incentive or reward that motivates prospects to respond to your mailing, either with an order or with a request for more information. “Subscribe to Hook, Line and Sinker today and save 45% off the newsstand price” is an example of an offer. To be effective, your offers must pass eight tests.

    Test 1. Is your offer specific?
    “Visit our website for more information” is not an offer. Your offer must be specific and tangible.

    Test 2. Is your offer exclusive?
    Are you making your offer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects p

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    ith an order or with a request for more information. “Subscribe to Hook, Line and Sinker today and save 45% off the newsstand price” is an example of an offer. To be effective, your offers must pass eight tests.

    Test 1. Is your offer specific?
    “Visit our website for more information” is not an offer. Your offer must be specific and tangible.

    Test 2. Is your offer exclusive?
    Are you making your offer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects

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    tive, your offers must pass eight tests.

    Test 1. Is your offer specific?
    “Visit our website for more information” is not an offer. Your offer must be specific and tangible.

    Test 2. Is your offer exclusive?
    Are you making your offer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects

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    nd tangible.

    Test 2. Is your offer exclusive?
    Are you making your offer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects

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    making your offer to everyone and his dog? For example, is your mailing envelope addressed to “Occupant”?

    Test 3. Is your offer valuable?
    Will your prospects perceive your offer to be of value to them? Your offer may be inexpensive for you to offer, but it must have high perceived value to your potential customers. For example, a $100 gift card to The Home Depot has high perceived value to your prospects, but is inexpensive for you to offer if it lands you a sale worth $5,000.

    Test 4. Is your offer unique?
    Is the deal you are offering only available through your business?

    Test 5. Is your offer useful?
    Your offer can be exclusive but useless (an engraved pet rock). Or unique and useless (a bag of dust from Mars). Make sure your offer helps your prospects save money, save time, do their jobs better or is someth

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