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

10 Points to Remember About Offers

  1. In traffic-building programs and when generating leads, sell the offer, not your product or service. In mail order you sell the product first, with the offer as an extra benefit.
  2. The closer your offer relates to your product or service, the higher the quality of your response.
  3. The broader the appeal of your offer, the more action you will generate:
    Cookbooks—almost universal (everybody uses)
    Golf balls—limited
  4. Realize the importance of ego. Personalize.
  5. Your offer must be restated prominently on the order form or response device.
  6. The more clearly you state the benefit of your offer, the higher the response.
  7. Test offers only if your product or service will be the same next time.
  8. The way you state your offer can be as important as the offer itself.
  9. Make sure you have included all the true costs of your offer (handling, packaging, postage).
  10. Know your audience before you select your offer.

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