Special offers aren’t just necessary in direct marketing, they’re imperative. Consumers expect that you’ll give them something, they expect that that “something” to feel valuable, and they are prepared to shop around to be certain they’re getting the “best” deal.
Your challenge isn’t just to find that special something that pushes your prospect into the purchase, but to package your offer in such a way that you stand out from the crowd.
Great copywriters (as we discuss in our Supplement Marketing Masters program) are able to put new and exciting spins on age-old offers, thus breathing fresh air into them and making them sound new and different. A great example of this is the comeback of the “buy one, get one free” or BOGO offer during the past few years.
Natural health products lend themselves quite easily to offers of getting one or more free bottles with your purchase. Over the past few years, the BOGO offer has been heavily used, incentivizing consumers to order larger shipments than they might have without the perceived value of the free product. Specifically, buy-three, get-one free is an extremely popular offer amongst supplement marketers.
If your cost of goods (COGS) is reasonable, then giving away a free-bottle with a payment for two bottles, really only costs a few dollars. At the end of the day, it’s not about how much money you actually spend, but how that value is perceived by your customer.
A few other offers that can be perceived as extremely valuable:
• Free information – a report or a book on a subject you know will interest your customer. Along with your product combating joint pain you might offer: “All orders of 2 or more bottles, will receive our special report on joint pain, “Five Tips to Avoiding the Triggers that Worsen Painful Inflammation”, valued at $39…yours free.”
• Volume discounts – Make them feel like they’re getting more for less. “Order our “Best Deal”, a six-month supply and we’ll give it to you for a 35% discount – a savings of $25 off the usual six-month price!” Follow-through is critical. Be sure the other deals aren’t as lucrative as the “Best Deal” and watch your average order value skyrocket.
• Free product – a trial supply of a complimentary product or a bottle of one of your other best-sellers. This creates not only perceived value, but generates interest in your other products. “Customer’s who order within the next 5 days, will receive a FREE bottle (a $15 value) of our best-selling immune boosting formula. Supercharge your immunity and watch your health improve drastically with Immune Booster, another of our bestselling products.”
One of the offers that supplement marketers have found extremely lucrative over the past few years is the auto-ship concept. The language differs from company to company (and so it should to differentiate them from each other), but the general idea is the same.
A credit card number is secured from the customer with the understanding they will be charged at a certain, ongoing frequency and product will be continuously shipped.
This offer has the obvious benefit to the customer of saving them time and money. If they’re taking your product with the suggested regularity, then they’ll receive ongoing shipments with no additional effort and never have to worry about running out of the product. In addition, they’ll receive the ongoing supply locked in at the lowest possible price with no shipping and handling cost – not just a perceived value, but a real value.
To you, this offer is extremely powerful because it provides you with a guaranteed stream of retention revenue every time you charge their credit card. You’ve gotten permission to charge the credit card every month or every quarter depending on your offer. You can be certain there are far fewer people who will contact you to cancel the auto-ship program than there are people who will re-order if you have to re-engage them every time they need more of your product.
Here at Marketing with the Masters, we’ve seen businesses with 30% of their customers participating in the auto-ship program – that equates to guaranteed income of millions of dollars per year!
There are many other types of offers and incentives that your customers would enjoy. We’ll come back to those in a future issue.
Until then, if you haven’t checked out our flagship product, don’t delay, follow this link to learn more: http://www.supplementmarketingmasters.com/W800L308.html
You’ll find all the answers you need to get a nutritional supplement business started via direct marketing and most importantly, backed by the Masters, you’ll have the confidence to get started right away.
Sincerely,
Stacy Berver
No comments:
Post a Comment