Boosting Response

Pump Up Offers to Get Better Results

The difference between a good promotion and a great one is often in the details.

Here are two ways to make sure your next promotion gets the best possible results:

1. Crank up the emotional volume. In general, the higher the emotional pitch of an offer, the better the results. The key: Keeping your audience in mind so you don't go overboard. Try giving your next white paper two different names – one staid, one flamboyant – to see which resonates more.

2. Don't make prospects choose between two or more offers. Tell them what you want them to do and what you'll give them for doing it. Choices can paralyze prospects so much that they ultimately choose to do nothing. And then you've lost them.

Source: High Performance Direct, Spring 2004, www.hackergroup.com

Reprinted with permission from
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