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Of all the components of your mailing, list selection and your offer are the most important. If you're looking for breakthrough results, you'll need to be testing these two important components. Here are 11 ideas to get you going: Offer something "new" or "free." "Flip-flop" your offer. Rather than emphasizing, "You're paying $400 too much for auto insurance," test "You can save $400 on your auto insurance." Use specifics. Rather than offering to save the reader $400, offer to save $389.43. Although it's less of a savings, the specifics will attract more attention and gain creditability. For political fundraisers, rather than ask for money to help elect a candidate, raise money to defeat the opponent. Use comparisons that people can relate to. For example, rather than raise money to feed hungry people, ask for help in feeding one hungry child. Rather than cut taxes by billions of dollars, offer to save each taxpayer $1,023. When possible, don't use percentages. What does it mean to Save 25%? Instead, offer "Save $19." Rather than, "Sixty percent of all consumers agree," use "Three of every five consumers agree." Test a premium. If you're already offering a premium, test a new premium. Test new price levels and/or asking amounts. Provide a guarantee. Everyone has a guarantee. Offer "Early Bird" savings or gifts. (If you act within the next ten days, you get this. . .") Regardless of your offer, sell only one thing at a time. Remember, if you're looking for break-through results, test your offer. Other than list selection, nothing will make a bigger difference to your success. Hugh Chewning is the President of CDM Direct ( www.cdmdirect.com ), a direct marketing company based in Irvine , California . | ||||||||||
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