News
 Do
Limited Time Offers Really Work?
By Ray Jutkins
No Admail package is complete without a special call
to action – a response device. You can’t assume our
customers or prospects know what you want them to
do. You have to tell them.
One of the best ways to tell them is to include in
that direction, a specific limited time offer. With
statements such as this:
“This offer is good for only 30 days,” or “This
offer is good only until April 10.”
These kind of limited time offers work. Why?
Because, much of your marketplace will procrastinate
making any sort of a thinking decision. If you have
an unlimited time offer, and there is no urgency to
respond, then the audience won’t respond.
By giving a specific date or something of a limited
time, your audience knows they have only a short
time to take advantage of this special opportunity
you are offering.
They have to call the 800 number, place an order,
clip the coupon, fill out the business response
card, bring the ticket to the store, visit your
trade show booth, send money or whatever it is
you’ve asked them to do...and they must do it by "X"
date.
Limited time offers work. Use them.
--- Ray Jutkins is a direct marketing specialist who
works with business-to-business and consumer clients
throughout the world. He published two books: Magic
Marketing Minutes and Power Direct Marketing.
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