A recent Linked In discussion reminded me of a very important ingredient when selecting a free gift (premium) give-away with your product offer.
Make sure the free gift has a high perceived value.
This brings to mind a very successful mailing campaign I used for a lottery mail order company as well as an information publishing company.
The free gift was an application form for an off-shore bank account. The application form cost us absolutely nothing, however it allowed us to -romance- the give-away copy to make the perceived value be the key to what the prospect should do to protect all the money they were going to make with our basic offer.
The most successful free gifts are those that enhance the product offer – and, can give you a chance to write copy that -weaves-the-dream- of the total offer. Hence, a set of wine glasses and a cheese board shown in a great mood picture when selling a subscription to a wine club. Or, a private tour of a TV or Movie set on location in Hawaii for a vacation trip to the Hawaiian Islands. Many times, you can get this agreement for next to nothing if in return you advertise the TV or Movie as part of your promotion.
First, put yourself in the shoes of the prospective buyer. What would they like to have that enhances your product experience that has a very high perceived value but will cost you next to nothing. Often times you’ll need a partner in this scheme.
They key is the way you -romance- or -weave-the-dream- on how the free gift enhances the product offer. Some years ago, Skill Path, the business seminar people, had an opportunity they missed -. big time. They were touting their 3-day Professional Business Management Course. They had a -white paper- on the business management abilities of Donald Trump. Nelson Mandela, Rudy Giuliani and Oprah Winfrey. They never mentioned this -white paper- except in one spot buried in the copy in the lower right panel on the last page of their brochure. In my opinion, they should have wrapped their entire three day course around it. Learn how Mandela, Rudy Giuliani and Oprah Winfrey have become world renown business managers – absolutely FREE.
Step back -. put yourself in the shoes of your customer -think about what’s important to them -then add a free gift with a high perceived value.
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