Why You Can’t Beat Having an Irresistible Offer
October 24th, 2008 by Mark Pocock
When you’re selling by mail order the three most important things are, in order:
1. The offer. What offer you’re going to make to your list.
2. The list. You need to target the right prospects who have either indicated an interest in what you’re selling or purchased something similar before.
3. The copy. The copy you’re going to use to sell your product.
Shame about the third place.
I should really be the pushing the copywriting aspect harder…
You can have great copy and a lousy offer and your product won’t sell as well.
However, have average copy but with a great offer and you’ll sell more.
And if you’re making a great offer, lead, with it upfront. Just as the company does I’m taking a look at this week selling a Bird Feeder.
I think this company is using “so-so copy” but with a great offer with their ultimate bird feeder. After all, if you like your garden you probably alike to see garden birds flying in it. Especially when it’s only costing you £14.99.
Saving you £25.
The headline isn’t great. Bit of a ‘Me’ message though. Ultimate Bird Feeder doesn’t convey a heap of benefits to the reader.
The company is probably using this offer as a front end to get the reader onboard. And once you’ve bought, they start mailing you with their back end offers.
Three things you can take away from this ad:
1. Test different headlines.
2. The tactic “Send NO Money Now” Just get the reader to say “Maybe” or “YES.”
3. And also have an upsell in the coupon.
One thing. Over one third of this ad has details on delivery and ordering.
Looking at this it seems a lot of space they’ve taken up. I wonder if this is the results of testing. And this format pulls the best.
As ever comments are welcome.
Until next time
Mark
Visit my website for any direct response copywriting needs.
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