It’s the Offer, Stupid

Sell the offer. Sell the offer. Sell the offer.

I am reminded of this on direct mail and other projects. If the list is solid, then the offer (and how it’s presented) will determine the level of success.

An example from the B2C world is Geico, which is constantly on TV, in print publications and elsewhere.

What’s their offer?

“Fifteen minutes could save you 15 percent or more on your car insurance.”

In other words, they’re offering a free estimate. But it’s presented in a clear, consistent and cut-to-the-quick way.

A West Coast direct-marketing agency says that direct-response pieces can easily turn into “product sheets in drag,” attempting to cover way too much. Don’t let this happen to you. Make it all about the offer.

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