10 Ways to improve your direct mail offers

Of all the components of your mailing, list selection and your offer are the most important. Test various offers until you find a winner. Then keep testing until you beat the control.

1. Offer something “free.” Free still works. An informative “whitepaper” is an
   inexpensive premium that gets good response.
2. Flip-flop your offer. Instead of listing the sale price, show the discount…”
   Save $50.00 now!”
3. Use specifics. Rather than offering $100.00 off, make an offer to save $97.50. It attracts attention and gains credibility.
4. Test a premium. If you’re already offering a premium, test a new premium.
5. Use comparisons people can relate to. Rather than “your support will help cut taxes by billions.” Say, “your support will save each taxpayer $1,023.00.
6. Don’t use percentages. Half off is more powerful than save 50%. Four out of five is more visual than 80%.
7. Test new price levels or asking amounts. A higher price might improve ROI.
8. Provide a guarantee. Everyone loves a guarantee.
9. Set a deadline. “Offer good if you act in the next 10 days.”
10. Make only one offer and sell one thing at a time.

Remember, if you’re looking for breakthrough results, test your offer. Other than list selection, it makes the biggest difference to your success.