Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

direct response checklist

16 examples of irresistible offers to light your prospects pants on fire

The strength of a great sales letter really boils down to how irresistible your offer is.  Matching the right offer with your target market is often the one little hinge that can open BIG doors.  In my Client Stampede Ultimate Marketing Home Study Tool Kit I provide my exact magic formulas for how to craft an irresistible offer - here's 16  irresistible offers  out of my list of 47 in my Ultimate Marketing Toolkit you can easily "swipe and deploy" for use in your own business:

  1. Free information report, starter kit, demo, sample etc
  2. FREE with absolutely no strings attached
  3. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  4. Free Shipping
  5. Hold your check
  6. Time deadline
  7. Limited number of units available
  8. Bonus overload – stacked bonuses
  9. Early bird bonus tied to a specific response date
  10. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  11. Mystery gift
  12. Basic/deluxe or good/better/best
  13. Accept payment on multiple credit cards
  14. Easy pay options (monthly payments)
  15. The more you buy the more you save – tiered discount based on amount purchased
  16. Different pricing based on customers promise of action (e.g. for testimonial or referral)

Your DIRECT RESPONSE “MUST HAVE” Laundry Checklist For ALL Your Marketing

In the last post I discussed the vital importance of scrapping traditional/brand based advertising for your business.  Instead, I talked about the importance of shifting all your marketing and advertising to direct response marketing. What’s direct response marketing again?

In its simplest form, direct response marketing is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately.  Direct response marketing directly sells a product or service by containing an irresistible offer – it doesn’t just talk about what you sell with no reason to take action now.

Using direct response marketing, you can tell within a day or a week of running an ad exactly how effective it was. You can tweak successful ads to try and make them more successful, and scrap the dud ads that aren’t pulling a response. No more guesswork. This way, every one of your marketing dollars can be ruthlessly tracked and held accountable.

For examples of direct response marketing think of home shopping channels like QVC, or catalog marketers like J Peterman, and Cabela’s.  It doesn’t matter what kind of business you’re in – whether you offer legal services or sell tires for a living – direct response marketing WILL work for your business.  In fact it’s the missing ingredient required for a major marketing break through.

As promised in the last post, here are the essential ingredients you must include in your marketing to ensure it’s a direct response advert, not a brand/traditional advert:

An irresistible offer or offers

  1. A deadline for response
  2. Clear instructions on what they need to do to respond (e.g. To place your order call our customer service department at xxx-xxx-xxxx or fax your order to...etc.)
  3. A bold guarantee that reverses the risk for your prospects
  4. Strong sales copy that talks about benefits, not features (e.g. Feature: This drill has 21 different speeds.  Benefit: You can get your work done in half the time)
  5. Testimonials from customers that overcome your prospect’s main objections
  6. Follow up.  Don’t just mail one piece or send out one letter – use ideally a three-step follow up process

I go into more detail about each of these steps in the Client Stampede Ultimate Home Study Kit and show you exactly how to apply these to your business, including done-for-you templates that you can “swipe and deploy” to use in your own business.

The information contained in this blog post is pure gold!  Many, many fortunes have been made based on applying just these 7 principals! These principals will work for you too!

Print out this blog post and pin it to the wall so you can refer to this information often!

Why Doing Brand Advertising/Traditional Advertising is Certain Death for Small Business Owners

One of the biggest mistakes a small business can make in their marketing is to copy the way big businesses advertise. I remember when I started my first business at 17 – the part I was most excited about was coming up with the logo, the tagline and the “brand” of my business, thinking that was what was going to get me sales.

I figured that if I built enough brand awareness in my market then people would be persuaded to purchase my products when they were ready to buy.   After all, that’s how Nike, Coca Cola, Farmers Insurance, and Wal-Mart advertised…

There was just one small problem with my grand plan.  The difference between these big guys and my small business was…a couple of (hundred) million dollars in advertising budget!

In my experience, copying big business brand advertising is the #1 reason so many small businesses end up going belly up.  Not only do small businesses not have the marketing budget to build brand, but the marketing agenda of a small business owner is far different than that of a big business owner.

Here’s the marketing & advertising agenda that most big businesses follow:

  1. Appease the Board of Directors
  2. Look good to Wall Street
  3. Look good in the media
  4. Build brand
  5. Intimidate the competition
  6. Win some advertising awards
  7. Sell something

As a small business, your marketing and advertising agenda is much more simple:

  1. Sell something.  NOW.

The whole point of spending money on marketing is to make money.  Ideally for every dollar you spend on your marketing you want at least two dollars back.

If you do brand advertising you have no way to measure if your advertising is effective.  You hope it’s effective, you pray it’ll bring you sales, but ultimately, it’s a wild stab in the dark because you really don’t know which advertising is really bringing in customers.

Using guesswork for your marketing is no way to run a business.

You need to scrap brand advertising (I also call it traditional advertising) for good.  Instead you need to get your business on a strict diet of direct response advertising.  

Building brand should be a nice by-product of making sales – it should never be the objective of your marketing.  Making sales is.

What is direct response advertising?

In its simplest form, direct response advertising is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately so you can tell within a day or a week of running an ad exactly how effective it was.  You can then tweak successful ads to try and make them more successful and scrap the dud ads that aren’t pulling a response. No more guesswork.

The best book I’ve found on direct response advertising is: No BS Direct Marketing by Dan Kennedy.  I highly recommend you grab a copy and immerse yourself in it.  It’s an easy and entertaining read and will be worth many, many thousands of dollars to your business.

So how can you shift from traditional, brand based advertising to direct response advertising?  

At the very minimum, include an irresistible offer to your prospects, impose a deadline for them to respond, and tell them clearly how to respond (e.g. To order your copy just call us at xxx-xxx-xxxx).  Make sure NO advertising leaves your office without containing these three essential ingredients.

In the next post I’ll be giving you a laundry “checklist” of the other essential ingredients your direct response marketing must contain for maximum effectiveness. But by adding an irresistible offer, a deadline, and clear instructions on how to respond to all of your marketing – you’ll be off to a great start!