We will discuss at least two types of offers here.
The first is a general offer just to get people connected to you as part of a community. You might be offering them a newsletter to track special deals and stay current with what is happening.
The second is a very specific offer to test response to a particular service you provide. The offer becomes a measure of your success to get a response- hence the name. It helps you test for effectiveness and we like data here. We don’t like to make things up- or only as long as it takes to test the idea.
We need compelling offers to compel people who are interested in our information. to raise their hands and identify themselves. Our compelling offer serves three critical purposes.
- It helps us identify prospects for our services. If we are gentle and add real value to our prospects, they will probably end up a client.
- It helps us measure and test our compelling content and compelling offers, track results and therefore improve how we do things.
- It also is a great starting point for a first conversation between content reader suspect and your sales development team.
What might be a great offer?
If people are looking for ideas or inspiration for the backyard- why not create a series of emails on creative ideas for backyard living. Water works in a private cozy corner… a serene growth of wisteria on… you know one of those wooden things…
Creativity and imagination are the only limiters on great offers. Of course, you need to know the names…
Of course, you cannot let the offer overshadow what you are trying to test for a response. Make the offer too attractive and you will be attracting people beyond the interest of your service. Watch out giving away cookies and milk. They might not be interested in a new sheep herd- they just might like cookies and milk.
Would you like to brainstorm some ideas for direct response?
Would you like to discuss how direct response might work for you?
Feel free to leave a comment.
If you would like to have a conversation feel free to call or email.
Did you notice that I did not include a direct response offer in a page about direct response? You are right. What would you suggest? I am busy thinking myself.
