Business to Business Direct Mail Offers that Say Free

In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing, either with an order or with a request for more information.

Offers follow a "you do this and we'll do that" format. For example: "Place your order before June 3 and we'll reduce your price by 40%" or "Phone now and we'll send you a free demo CD."

Here are some examples of offers that businesses use to sell their products and services to other businesses using direct mail. Each of these offers gives the prospect something for free. "Free" is still a word that increases response, though it is not as effective as it once was because readers are more sceptical and because spam filters often delete emails that contain the word (that's why I've disguised "free" throughout this message).

1. Free trial
Customers try your product or service before paying for it. Example: "Try our product risk-free for 30 days and pay only if you buy."

Pros: Increases response because it eliminates the buyer's fear of ordering by mail what may prove to be unsatisfactory merchandise.

Cons: Increases cost of processing orders. Hampers cash flow.

2. Free gift for inquiry
Prospects receive a free gift when they request more information. Example: "Call now to learn more, and to receive your free 2006 Wall-Mounted Day Planner."

Pros: Effective at increasing inquiries.

Cons: Respondents are usually less qualified, since some will just want your gift, not what you're selling.

3. Free information
You give prospects information that helps them make an informed buying decision. Example: Free catalog, booklet, report, white paper, video.

Pros: Effective when your product is either complex or expensive, or both, and what you want is a sales lead, not an immediate sale. Also useful when you sell more than one thing.

Cons: Adds to your lead generation costs. Some people collect information but never buy.

4. Free demonstration
You demonstrate your product, usually at the prospect's place of work. Example: "Call us toll-free to arrange a free, no-obligation demonstration of our new XYZ Dump Trailer."

Pros: An effective way to secure meetings with prospects. Overcomes fears and objections (assuming your product is good). Gives you opportunity to answer customer questions in person.

Cons: Expensive when it involves a sales visit.

5. Free analysis
You offer prospects a free needs analysis, survey, audit or check up. Example: "To book your complementary, no-obligation Network Safety Audit, call us today."

Pros: Attractive because it gives prospects value and helps them see how you operate. Helps you qualify prospects.

Cons: Expensive when it involves a visit to the prospect's business. Time-consuming.

6. Free estimate
You offer prospects a free estimate of what they will pay to retain your services or buy your product. Example: "To receive a free estimate of your cost to install the new Nampro 767, call us now."

Pros: Helps you generate leads. You get a chance to meet face-to-face with prospects, if necessary.

Cons: Time-consuming. Some prospects will just be shopping for best price. Others will be checking to see if they got a good deal from your competitor. Expensive when it involves a face-to-face meeting.

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.

---

The Fine Art of Relationship Marketing

The buzzword these days is "relationship" marketing. Just what is... Read More

Loan Officer Marketing ? Why Realtors® Don?t Read Your Brochures

When you place brochures from every mortgage company side by... Read More

Using a Marketing Calendar Template

Owning a small business isn't easy, especially if you are... Read More

A Successful Solution: 10 Things to Consider

A provocation for the coming year, decade, century or millennium.By... Read More

Importance of Endorsements And How To Use Them

Customer endorsements are an inexpensive and easy sales tool, particularly... Read More

Whats Your Marketing Attitude?

Entrepreneurs pay a lot of attention to the mechanics of... Read More

Simple Marketing Strategies Versus an SEO Line of Attack!

Each and every day those of us on the Internet... Read More

Maximize Your Lead Generation Efforts by Recycling Your Leads

The basic lead generation process is pretty much the same... Read More

Name the Top Cable Network

When Cable began as Community Antenna Television in 1948, all... Read More

What Your Customers Want

Your customers don't know what they want. And to assume... Read More

Effective Marketing for Small Businesses

Effective marketing for the small business begins with market researchIf... Read More

Nice Guys Finish First

Volunteering your services can be an excellent way to form... Read More

Rising Postal Rates? Don?t Cut Down the Direct Mail

The United States Post Office in the past had some... Read More

Why Insight and Flexibility is More Important than Perseverance in Marketing

Marketing successfully requires not only insight into how a product... Read More

Can Message Board Marketing Work For You?

One of the things that makes the Internet fun is... Read More

Direct Mail Postcard Rules

It's a fact that your customers are your best leads.... Read More

Why Direct Mail Advertising Works And How To Lower Your Costs

I met a lady who said she received a notice... Read More

Market Yourself as the Expert

As a small business how do you compete with the... Read More

You?re In Charge. Now What?

For years now, you have been waiting patiently for that... Read More

Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?

Maybe you've heard these different marketing terms, maybe you haven't.... Read More

Secret of Strategy - Part 1

A step-by-step guide to creating a growth strategy... Read More

Directional (Not Direct) Marketing

Those who believe the web is not a direct response... Read More

Did You Know Your Mind-Set IS Your Problem?

How To Save Yourself From The Pits of Marketing Cyber... Read More

New Years Planning Critical Success Factors

New Year's is a good time for strategic planning or... Read More

A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More

Natural Marketing for Full Business Success

Is your mind muddy on marketing? Do you wake up... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

Connect to Your Customers with Superb Sales Letters

In the age of e-newsletters and e-mail, you may not... Read More

Money Making Real Estate Marketing Ideas

Real estate marketing is a lot simpler than most Realtors... Read More

Marketing Gurus : Do You Need One?

Its become fashionable to bash marketing "gurus" nowadays.There are some... Read More

When Designing Postcards, Aim for Refrigerator Door Mindshare

If you want to design effective marketing postcards, then aim... Read More

Cook Up Something Special: How To Create A WOW Experience For Your Clients

My niece recently graduated from high school, and my family... Read More

Small Business Bonzai Marketing

Do you own a small business? Do you wish to... Read More