Never do a lead-generating promotion—advertisement, email, or direct mail piece—without a “bait piece” or “bait event.”

The bait piece or event is an informative booklet, white paper, special report, webinar or educational seminar addressing an aspect of the problem your product or service helps to solve.

Example: Drape Décor, a window treatment designer, offers a free booklet, “9 Tips for Choosing Window Treatments.”  It helps clients decide between the myriad of drape and blind options.

You will boost response with the offer of a strong bait piece, e.g., “Call (your phone number) or sign up at (your web address) to receive your FREE booklet, ‘8 Ways to Keep Your Aging Parents Safer.’”

Does a Coupon Increase Response to an Ad?

Even though we live in an age of the Internet and toll-free numbers, using a coupon in an ad still increases response, for two reasons. First, it gives the reader yet another reply mechanism, in addition to the web address and phone number. Second, and most important, it sends a visual signal to the reader that says: “Hey, Sam, this isn’t a Madison Avenue image ad; this a direct response ad where you get something really good when you reply—so reply!”

And mentioning your home page web address can actually depress response.  Instead you should include a URL that goes to a specific landing page where the reader can request more information, a demo, a free trial, or whatever you are offering.


Food for Thought

“Direct marketing is based on selling through words, and good print advertising emphasizes that by giving the words priority and making them easy to read.

Forget about clever. Disdain awards given for ads that are ‘different.’ Your purpose as a
marketer is to create sales by communicating strong ideas.”

Michael Masterson
Source: Early To Rise, 9/18/04

Need help with copywriting or marketing? If so, contact Carolyn Frith Marketing, LLC today for your free 30-minute consultation at 610-340-0622 or email cfrith@carolynfrith.com



Carolyn Frith Marketing, LLC, marketing consultant and copywriter serving Greater Philadelphia area and beyond.

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