The Top 8 Direct Marketing Offers of All Time

by Dean Rieck

Offers are the heart of all direct response advertising. An offer is not just a statement of your price, it's the deal you're making. It's the total of what the customer gets plus what the customer has to do or pay to get it. By making an offer, you're saying, "You do this for me, and I'll do this for you."

Naturally, the better your offer is, the better your response will be. Raising response is not your only concern, of course. For example, it may be more profitable to get a lower response from a more loyal group of buyers. Or perhaps you want orders to come in faster. Or you may need to lower your cost per sale.

In most cases, though, it's best to start by getting your response rate high, then adjusting your offer over time to maximize your profits. Every offer you make has different characteristics. So, it pays to test.

Here are eight offers that have proven themselves over the years. They almost always raise your response rate:

Copyright © 2003 Dean Rieck. All Rights Reserved.
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