In a previous post, we discussed how 60% of your success in any marketing campaign is attributed to the list. (So hopefully you have spent some time in cleaning up your database and figuring out new ways to collect even better names.) The principle also states that 30% is because of the offer you make in your message. Notice that it wasn’t how well you write (though certainly there is a factor in that).
Today we’ll talk about your ”offer,” the written equivalent of the call to action sales close. Your sales letter can occasionally contain only helpful information, but ultimately, you are in business to get the order. If your sales letters do not lead to a close, then you’re writing merely for vanity, not commerce.
As you create the sales offer, keep these 5 points in mind…
- Your offer should be very clear and easy to understand. If you say “call me” be sure to include the phone number… don’t make them search for it. For example, “Call me at 646-402-5907.”
- Your readers must to be able to immediately understand what’s in it for them. You must show a clear benefit so they can see why they should bother taking the time or spending the money with you. For example, “If you have trouble getting your drip campaign created and out the door, and follow-up opportunities are slipping through the cracks, call me at 646-402-5907 to get on the list for the next Drip Marketing Camp.”
- Your offer should include a discount or a bonus. For example, “We’ll include your choice of a Drip Marketing Letter Blueprint to help you get started (a $57 value).”
- There should be a reason or incentive for immediate action – expiration dates, limited availability, special bonuses, or a bonus for fast response. For example, “If you sign-up within the next 7 days, we’ll throw in your choice of a Drip Marketing Letter Blueprint to help you get started (a $57 value). “Give the person a reason not to procrastinate (and forget about your offer).
- Consider mentioning or even emphasizing your guarantee. Guarantees are still important to people and they work. For example, “And if you don’t feel like you’ve made 10X your investment in this camp, then we offer a money-back guarantee… with no questions asked.”
Show a lot of value with minimal risk, and a good reason to act now. If you were in the market for help with your drip marketing campaigns, how could you resist? 
A big mistake many marketers make with their drip marketing campaigns is to think that adding their contact information is enough of ”a call to action.” Wrong. Make readers an offer they can’t refuse.
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