Copywriting - The Offer

What do I mean by "The Offer"?

This goes to the very heart of marketing. On the basis that any form of marketing is trying to create a relationship between you and your prospect, the offer is the carrot that you dangle in front of him to persuade him to talk to you.

Let me give you a few examples: “Buy One, get One Free” is a simple offer. “30-day FREE Trial” is another. “Return this coupon to claim your FREE Swiss Army Knife” is another.

Every direct marketing communication MUST contain an offer. After all, the offer is what is likely to induce the reader to take action.

If the offer lies at the heart of marketing, then it makes sense to put a good deal of thought into the offer right at the start of the project.

A well-constructed letter revolves around the offer and the strength of the offer is instrumental in persuading the reader to take the necessary action. You may refer to the offer several times within the body of the letter and, of course, you will include it in your headline and in the PS. So you can see the importance of the offer.

What’s more, when it comes to creating your order form or response device, then the offer must be displayed predominantly here too.

So, what offers can you make to your customers or potential customers? Can you give them a free trial? A worthwhile discount? Buy 1 Get 1 Free? Can you entice new customers by offering a free report? Before you do anything else, think long and hard about the offer, because everything else - the sales letter, the leaflet, the order form, the email - all revolves around it.

If you would like to use my copywriting skills to improve your own marketing material with compelling offers that boost response, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!