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Member You - Improve Your B2B Direct Mail Response Rates With Premiums
A New Spin on Mystery Shopping
Have you been using mystery shoppers or web or phone surveys looking for something new? Do you need more data points? Look no further than your email database of customers. Here is an inexpensive and fun way to not only help move service forward, but continue to cement the loyalty of your customers.If you have a database of customers to whom you send offe
0. Or a portable DVD player that appears worth $150 but costs you only $40.
Have you been using mystery shoppers or web or phone surveys looking for something new? Do you need more data points? Look no further than your email database of customers. Here is an inexpensive and fun way to not only help move service forward, but continue to cement the loyalty of your customers.If you have a database of customers to whom you send offe
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment
Sleight of Brand
You can create great relationships by name dropping. You may say that most people do not like those that are constantly dropping names. If it is done discretely, you will find that it can bring you more business and help to make more business relationships. For example, I had a customer that was struggling with their own identity and wanted to develop their own bra
Premiums are an effective way to increase your direct mail response rates. Whether you are selling a product or service directly through the mail, or whether you are using a sales letter to generate leads, premiums can help you boost response, increase conversions and motivate buyers to pay now rather than later.
You can create great relationships by name dropping. You may say that most people do not like those that are constantly dropping names. If it is done discretely, you will find that it can bring you more business and help to make more business relationships. For example, I had a customer that was struggling with their own identity and wanted to develop their own bra
A premium is simply an item that you offer to your buyer to take action. As Dick Benson has said, “a premium is a bribe to say yes now.”
Premiums are effective because, dollar for dollar, they are better incentives than cash discounts. Given the choice between receiving a free Apple iPod or a $200 discount on their order, most buyers will opt for the iPod.
Here are some tips on using premiums effectively.
Aim for desirability over relevance
The key to choosing the right premium for your audience is desirability. If the premium is related in some way with what you are selling, that is great, but whether your prospect desires your premium is more important than if the premium is associated with your offering.
For example, a firm that manufactures heavy-duty fasteners could offer prospective customers an oversize bolt in the form of a paperweight, or they could offer a $200 gift certificate to Best Buy (the home electronics store). The paperweight is relevant but undesirable. The gift certificate is desirable but not relevant to the firm’s business.
The best premium, of course, is closely related to your offering, is desirable, and makes your prospect look like a wise buyer.
Choose premiums with high perceived value
You want your premium to look as though it costs more than it does. A leather attach? case, for example, that has a high perceived value but only costs you $30. Or a portable DVD player that appears worth $150 but costs you only $40.
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment,
How to Rapidly Get Out of That Job You Hate
Have you ever been frustrated with your job? More specifically have you ever wanted to stop working? If only it were that easy, right? Your daily expenses and family pressure force you to continue working.Imagine finding a way to make enough money to stop working or at least cut back from having to work so many hours. How would your life be different? Would
y yes now.”
Have you ever been frustrated with your job? More specifically have you ever wanted to stop working? If only it were that easy, right? Your daily expenses and family pressure force you to continue working.Imagine finding a way to make enough money to stop working or at least cut back from having to work so many hours. How would your life be different? Would
Premiums are effective because, dollar for dollar, they are better incentives than cash discounts. Given the choice between receiving a free Apple iPod or a $200 discount on their order, most buyers will opt for the iPod.
Here are some tips on using premiums effectively.
Aim for desirability over relevance
The key to choosing the right premium for your audience is desirability. If the premium is related in some way with what you are selling, that is great, but whether your prospect desires your premium is more important than if the premium is associated with your offering.
For example, a firm that manufactures heavy-duty fasteners could offer prospective customers an oversize bolt in the form of a paperweight, or they could offer a $200 gift certificate to Best Buy (the home electronics store). The paperweight is relevant but undesirable. The gift certificate is desirable but not relevant to the firm’s business.
The best premium, of course, is closely related to your offering, is desirable, and makes your prospect look like a wise buyer.
Choose premiums with high perceived value
You want your premium to look as though it costs more than it does. A leather attach? case, for example, that has a high perceived value but only costs you $30. Or a portable DVD player that appears worth $150 but costs you only $40.
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment
A Content Management Tool Provides the 5 Essentials of Communication
The five essentials of communication come as an answer to the questions left in the wake of ad hoc collaboration. Businesses do it, whether large or small. Sure, the ideal would be perfect control of documents as they get passed around and changed. But when deadlines fall due, or when something unexpected is called for by your boss or your clients, it simply needs
is related in some way with what you are selling, that is great, but whether your prospect desires your premium is more important than if the premium is associated with your offering.
The five essentials of communication come as an answer to the questions left in the wake of ad hoc collaboration. Businesses do it, whether large or small. Sure, the ideal would be perfect control of documents as they get passed around and changed. But when deadlines fall due, or when something unexpected is called for by your boss or your clients, it simply needs
For example, a firm that manufactures heavy-duty fasteners could offer prospective customers an oversize bolt in the form of a paperweight, or they could offer a $200 gift certificate to Best Buy (the home electronics store). The paperweight is relevant but undesirable. The gift certificate is desirable but not relevant to the firm’s business.
The best premium, of course, is closely related to your offering, is desirable, and makes your prospect look like a wise buyer.
Choose premiums with high perceived value
You want your premium to look as though it costs more than it does. A leather attach? case, for example, that has a high perceived value but only costs you $30. Or a portable DVD player that appears worth $150 but costs you only $40.
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment
How To Power Negotiate Your Next Bonus
A raise in your base salary is a permanent source of increased income. However, to increase your take home pay, you can also negotiate performance bonuses on specific projects, activities, or time frames. In the sales world bonuses are often called commissions. That is, a person is paid a salary plus commission for a certain level of sales. However, even if you
t undesirable. The gift certificate is desirable but not relevant to the firm’s business.
A raise in your base salary is a permanent source of increased income. However, to increase your take home pay, you can also negotiate performance bonuses on specific projects, activities, or time frames. In the sales world bonuses are often called commissions. That is, a person is paid a salary plus commission for a certain level of sales. However, even if you
The best premium, of course, is closely related to your offering, is desirable, and makes your prospect look like a wise buyer.
Choose premiums with high perceived value
You want your premium to look as though it costs more than it does. A leather attach? case, for example, that has a high perceived value but only costs you $30. Or a portable DVD player that appears worth $150 but costs you only $40.
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment
Five Words to Never Use in an Ad
Google the term "magic advertising words" and you'll instantly get over 8 million results. But caveat emptor -- don't buy into everything you read, because your prospective buyer certainly won't.From the time marketing began, there has never been a shortage of self-appointed experts who claim to have identified the words that will unlock your customers' wall
0. Or a portable DVD player that appears worth $150 but costs you only $40.
Google the term "magic advertising words" and you'll instantly get over 8 million results. But caveat emptor -- don't buy into everything you read, because your prospective buyer certainly won't.From the time marketing began, there has never been a shortage of self-appointed experts who claim to have identified the words that will unlock your customers' wall
Test your premiums
What works for one business buyer will not work for another. What works in one industry will not work in another. One inexpensive way to test high-end, expensive premiums is to offer them as “back-end premiums” that your prospects must request. Segment your list into equal-sized groups, mail a different premium offer to each segment, and then count your responses to see which premium draws the best response.
Promote your offer, not your premium
Your premium is the bribe for saying yes now. It is not your offer. And because you should only sell one thing in a direct mail package, you should sell your offer and give your premium away. You want your premium to be the incentive to act, not the reason to act (after all, some people respond to direct mail offers just to get the premium, then they cancel their order).
Check the law
Some industries (defence, for example), forbid their employees from accepting gifts or premiums from vendors. So check before mailing.
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