Direct
Marketing Tips from the Pros
 What’s
the secret to generating a flood of new business?
In McCraigh’s article, “How to Create ‘Knock Your
Socks Off’ Offers that Will Generate a Flood of New
Business,” he offers up a direct marketing master
tip:
“Here’s the secret master direct marketers
understand: You can get even more response by adding
what I call “Bonus Pile On.” PBO works by piling on
bonus after bonus until finally the reader has to
say "OK! Enough! Stop!" and whip out their charge
card. The old Ginsu knife commercials used this
technique perfectly to sell millions of dollars of
cutlery. The announcer would say, “And if you act
now you'll also get...” and then about 15 different
knives and kitchen gadgets would pop up on the
screen. It made you think about how much value you
were getting for such a little price. That’s the
power of the “bonus pile on.” Think big value,
little price.”
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