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4 Powerful Direct Marketing Techniques That Can Make Your Response Rate Soar
If you're involved in direct marketing your goal, undoubtedly, is to get as many people to respond to your offer as possible. Essentially, when you make an offer, you're telling people, "I'll do this for you if you do that for me."
Your offers aren't just price statements. They're the psychological deals you're presenting to the people reading your direct mail piece.
After presenting an offer you will usually want the prospect to click a button (if they're on the Internet), make a telephone call, or mail something back. There are four powerful direct marketing techniques that have stood the test of time and will raise these response rates. They are (1) offering a free trial, (2) building in a sense of urgency, (3) giving them a meaningful money back guarantee, and(4) keeping it as simple as possible with a yes/no response.
A Free Trial
This is one of the best offers ever. You allow your prospect to try your product for free - usually for 10 to 30 days - with absolutely no obligation. Your timeframe should fit your product. The reason it works so well is that a free trial removes any risk on the part of your prospect. It will work for almost any product or service.
Building in a Sense of Urgency
People want things that they can't have. It's human nature. If you limit your offer - it can be for minutes, days, or weeks - your sales will go up.
If you're using the Internet to make your offer you can make use of a countdown timer that literally will take the offer off the table once your timeframe expires. This approach forces your prospects to make a decision. And the sooner they have to make the decision, the more likely the decision will be the one you're looking for.
Give Them a Meaningful Money Back Guarantee
Second to a free trial, this is one of the most important things you can do. Although your customer will pay you up front, they will have the option of returning the products and getting a full refund. The longer the timeframe of your money back guarantee, the more comfortable they will feel.
When they feel comfortable they will be more likely to buy. An additional benefit to you is that you are not devaluing your product by reducing its price.
Keep It Simple With a Yes/No Response
By asking your customer to check off either "yes" or "no", or affix a "yes" stamp or a "no" stamp, or by using some similar device, you will involve your reader more. This tactic usually gets more responses than not offering "no" as an option. A simple yes/no response ties in with urgency. It asks the prospect to make a decision "now".
Try these techniques in your next direct marketing campaign and watch your response rate soar.
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