|
List and offer: the two heavy hitters when it comes to direct marketing success. When it comes to testing a new tactic on either side, sometimes it’s hard to know where to start.
Why not try repositioning your offer?
If you have a "control" offer, i.e. an offer that you’ve used in the past and consistently works for you, consider rewording it.
Russell Kern touched on this idea in “The Power of Prose,” his article in the September 2008 issue of DIRECT. Here’s his example:
Using the idea of a standard magazine subscription, a new offer reducing the yearly price from $48 to $24 can be worded at least six different ways:
- Present the savings as a percentage. “Get 50% off now, when you buy a one-year subscription.”
- Present the savings in monetary terms. “Save $24! Buy The Kern Monthly at half the price of a full year’s subscription.”
- Present the value over time. “Save $2 a month – a total savings of $24 – when you subscribe today.”
- Present the quantity of savings. “Get six issues FREE of The Kern Monthly” ... or “Get 12 issues for the price of six.”
- Present the minimal cost over time. “Get 12 issues of The Kern Monthly for less than 7 cents a day” ... or “Get 12 issues for just $2 a month.”
- Present the new cost per unit. “Now just $2 an issue (regularly $4).”
You can use the thought behind any of these six strategies to reposition your control offer and test a new one. Oftentimes all it takes is a fresh point of view to get your customer to act.
Ready to talk a little more strategy? Give us a call.
|
