Chapter 5 THE OFFER The Offer A dynamic offer can succeed even if selling copy is fair to poorbut dynamic copy cannot make a poor offer succeed. The ultimate, of course, is a dynamic offer supported by dynamic copy. The Offer Test offers to find the one that best matches your target audience and accomplishes your objective. Get a maximum number of new customers for a given product or service as quickly as possible, determining the repeat business factor as quickly as possible, or breaking even or making a profit in the shortest time. The Offer 10 questions that must be answered before the offer can be developed and the creative started 1. Why is this product made the way its? 2. What consumer problems, desires, and needs is it designed for? 3. Whats special about it? 4. Who says so besides you? The Offer 5. What are your strongest proof elements to make your case believable? 6. What are all the products best features and how does each translate into a consumer benefit? 7. If you had unlimited funds, how would you improve this product? 8. Who are its heavy users? The Offer 9. What irresistible offers might trigger an explosion in sales? 10. What premiums or incentives can be used to press the prospects or customers hot buttons? The Offer Consider the long-term effects of your offer. If you obtain thousands of new customers by offering free gifts as incentives, you will need to continue to offer free gifts to get repeat business. The Offer The focus of the offer should always be the product or service. Keep it at the center of your strategy, and make sure that incentives, and other offer elements remain consistent with it. The Offer The category of the marketer plays an important role when creating offers Not every offer is appropriate for every category, and some categories are greatly restricted in what can be offered, what information can be used, etc. The Offer Its important to include Terms and Conditions when completing offers for purchases of products or services, sweepstakes offers and terms of use for websites. Terms and conditions provide important safeguards that limit a marketers risk of doing business.