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Getting the Most Out of Your Marketing: Part II: The Marketing Offer

You’ve written beautiful marketing copy. You perfectly describe your product, including benefits to the customer. You draw in the reader. And then it ends.

No one calls. What’s missing?

You forgot your marketing offer.

Every piece of marketing collateral needs an offer. You can tell your readers how great your product is, but if you don’t give them an offer, you’ve wasted your time and money. Sure, they could call to find out your prices, but that would mean they would have to work. And you never, ever want to make the customer work. You want to make buying from you simple.

You want to make your marketing offer worthwhile. Selling widgets one for $15 or two for $30 is not compelling. Your offer should be:

  • Attractive enough to stimulate action
  • Simple to understand (no strings attached)
  • Good for a limited time (encourages readers to act now)

Discounts are the obvious popular choice for an offer in an email campaign, direct mail or advertising. But here are some other creative examples of offers that get people to buy.

1. Free sample. Offering a sample lets interested parties see if your product works for them. If it does, the sale is easy to close.

2. Free report or ebook. Say you’re selling mobile marketing software. You send out an email to your contacts telling them what you can do for them and then offer a free download to your ebook on writing press releases. Everyone loves free information, so once they read it, they will be more likely to believe in your ability to help them.

3. Referral program. People love being rewarded for doing nothing more than introducing a friend to your services. Offer incentive, such as a gift card or free products for every new customer your contacts bring you.

How can you enhance your marketing material with a marketing offer that will bring you new business?

In Part III of this series, we’ll learn about how to write great calls to action.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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