Recently a client came to our offices to tell us all about his fabulous line of art books. They were great, and we enjoyed seeing the art, before it was published. He mentioned the thickness of the books, the special art historian who was the author, and so on.
Then I asked him the big question: what is your offer? His reply was, “I don’t need an offer”, and “these books are high quality and stand on their own”.
I explained to him that in direct marketing you always need an offer, or you’re just selling retail in the mail. The offer answers the customer’s questions of “what’s in it for me”, and it is really the closer for the sale. Read the rest of this entry