1. 1 * It has often been said that a dynamic offer can succeed even if selling copy is fair to poor * But the most dynamic of copy cannot be powerful enough to make a poor offer succeed * The ultimate, of course, is a dynamic offer supported by dynamic copy THE OFFER

2. 2 Factors To Consider  There are ten factors to consider when creating an offer: 1) Price 2) Shipping and Handling not affecting the pricing 3) Unit of Sale; each, two, set 4) Optional Features (Eg. colors, Odd Sizes, etc …) 5) Future Obligation 6) Credit Option (Eg. Credit cards) 7) Incentives (Eg. Discounts, Free Gifts) 8) Time Limits 9) Quantity Limits 10) Guarantees

3. 3 Selecting Response Channels  The four primary channels are: 1) Mail (Postage Free Cards or Envelope) 2) Phone (Toll-free number) 3) Fax 4) Internet (E-mail) Merchandising the offer: 1.Free gift offer 2.Get a friend offer

4. 4 Merchandising The Offer  To maximize success, the offers must be merchandised properly to target markets: _ 1) Free Gift Offers – for inquiring, trying, buying 2) Get-a-Friend Offers, the basic technique to get a friend offers is to offer an incentive in apperception for a favor * Nominal gifts – providing friends’ names * Substantial gifts – awarded to the customer for friends to become customers

5. 5  Use testing to find the offer that best matches the target audience and accomplishes the following objectives: 1) Getting a maximum number of new customers for a given product or services as quickly as possible 2) Determining the repeat business factor as quickly as possible 3) Breaking even or making a profit in the shortest time Short-and Long-Term Effect Of Offers

6. 6 Ways to Hype Response There are several ways: * Terms of Payment: Cash, cash with on delivery, Open Account, Installment term, Revolving Credit * Sweepstakes : Prize * Toll-Free Response * Publisher’s Letter : short letter from magazine publisher * The Guarantee

7. 7 Terms of Payment Five general categories of payment terms may be offered: 1) Cash with Order 2) Cash on Delivery 3) Open Account 4) Installment Terms and 5) Revolving Credit

8. 8 Sweepstakes: Since the 1970s, sweepstakes offers have been almost standard for mass mailers like (Reader’s Digest) and Publishers Clearing House The prize structures of those firms have promised and delivered grand prizes that fulfill the giddy dream of becoming an instant multimillionaire

9. 9 Toll-Free Response: Toll-free telephone response (800 numbers) offers the opportunity to hype the response from just about any offer Publisher’s Letter: Another innovative device for hyping responses is an extra mailing enclosure known as the “publisher’s letter” It gets its name from its first usage-a short letter from a magazine publisher enclosed in the basic mailing package

10. 10 The Guarantee: People are hesitant to send for merchandise unless they know that the product may be returned for full credits if it does not meet their expectations Guarantee satisfaction should be part of any offer soliciting a direct sale For example, for more than 100 years Sears, Roebuck and Company has guarantee satisfaction for every article offered

11. 11 Danger Of Overkill: The power of an offer should not be overestimated And the incentive should not be made so overwhelming that it overshadows the product or service being offered