Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.


Power Direct Marketing: The Book

Relating Offers to Objectives

Before you choose the most appropriate way to offer your products or services, you must be absolutely clear about the objectives to be achieved. These are questions that need to be answered:

  • Are you trying to win new customers?
  • If so, what can you afford to spend to secure each new order?
  • Then, how many customers have to renew their commitment, or purchase again, to make the program viable?

If you concern yourself only with the cost-per-inquiry or cost-per-original-order, you may run into trouble on customer reactivation or on renewal. You must look at both the short-term and the long-term implications of the way you structure your offers.

Once you are confident—or have evidence from tests—that you have the right offer, you should make it as attractive to prospects as you possibly can.

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