Sweeten the Deal
“But wait! There's more.” says the announcer on the late night infomercial. “If you order now, you also receive this premium set of steak knives at no extra cost!”
Your product may be tantalizing, but that may not be enough to get prospects to take action or place an order. At least not right away.
For example, you receive a direct-mail piece promoting a new wine magazine. The promotional piece is full of enticing facts. You learn that the publishers attracted a first-rate list of wine writers and columnists, and there is even a special section on cooking. Just what you were looking for! However, there is no urgency. You can always subscribe some other time, or even pick up a copy at your local newsstand.
If you were the copywriter, how would you make the offer so compelling that prospects will subscribe right away? One of the most popular means of doing this is sweetening the deal. This involves throwing in something extra to make the offer even more enticing.
For our wine magazine subscription promotion, you could say something like this: “Subscribe today and receive a FREE Wine Guide. Don't wait! Supplies are limited.”
There are many ways you can sweeten the deal. You can:
Offer a special price
Throw in the extras
Extend the service plan
Give away something for free
Offer a no-charge upgrade
Extend the payment terms
Add on free accessories
The “sweeten the deal” technique accomplishes two things: It motivates the prospect to accept the offer, and it motivates him to do so — now.