Creating Compelling Offers and Propositions

Course Overview

Learn how to create compelling offers to achieve the response rates you imagine. Explore examples of different offers including free premiums, discounts, deadlines, and more. Then investigate how to test and discover which offer works best for your target market.

Course Content

Your offer is the key to the success of your marketing effort. You’ll learn how to create an effective offer for your particular product or service and market and explore ways to convey that offer succinctly and persuasively.

Defining and explaining the offer

     • The offer defined

     • Main elements of the offer

          - Product/service

          - Incentives

          - Price

          - Payment options

          - Guarantees

     • Features/benefits table

     • Keep it simple

Marketing goals guide the offer

     • Selling direct

     • Lead generation

     • Subscription or Membership

     • Drive traffic (e.g., to retail store or website)

What you need to know about the short- and long-term effects of offers

     • How offers are tied to business objectives

     • Impact of goals on short-term and long-term offers

     • Three characteristics of effective offers

     • How to build value with long term offers

Creating the right offer

     • When to use hard offers vs. soft offers

     • The impact of free

     • Linking the offer to a call-to-action

     • Creating urgency

     • Creating compound offers

     • The power of referrals and “get-a-friend” offers

     • Merchandising the offer for better results

     • Six benchmarks for direct marketing offers

Strategies for creating offers to multiple target audience segments

     • Creating a niche vs. general audience

     • Popular offers you should know

     • Testing your offers

     • Test, test, test

Using games, contests, and sweepstakes to improve results

     • Games for engagement

     • Impact of sweepstakes

The effect of terms and conditions on offers

     • A safeguard for marketers

     • Common sections

     • Disclosures