As an example of the last category, upscale women's apparel stores use a private or preview sale effectively in place of a premium or discount. In direct-sell situations, free trials, samples, premiums and discounts can all work to draw attention to your promotion and to boost response. And despite their recent bad press, sweepstakes, if handled correctly, can work in your favor. Whenever possible, offer a guarantee. Certain offers will help you move customers from being one-time buyers to advocates.
Loyalty programs deserve consideration from almost every marketer.
Then, depending on your product or service, you can consider offers like automatic shipment, membership clubs, and continuity programs. You need to break through all the communications clutter in the marketplace. The keys to creating good direct response advertising are understanding the prospect's beliefs and coming up with a strategy to change those beliefs in your favor. Good direct response advertising involves the prospect. In direct mail, personalization, tokens and rub-offs, stamps, and quizzes all aid involvement.