Sell more prospects with a 'secondary promise' — Business Management Daily: Free Reports on Human Resources, Employment Law, Office Management, Office Communication, Office Technology and Small Business Tax Business Management Daily
  • LinkedIn
  • YouTube
  • Twitter
  • Facebook
  • Google+

Sell more prospects with a 'secondary promise'

Get PDF file

by on
in Business Management

“Promise, large promise, is the soul of an advertisement,” wrote Samuel Johnson.

Today we know he was right: to break through the clutter and generate a profitable response, direct marketing must make a big promise.

Some examples of big promises from recent direct mail packages:

“Retire overseas on $600 a month.”

“Free money reserved for you.”

“John F. Kennedy had it. So did Princess Diana. Michael Jordan has it now. It’s the reason why millions of people adore them. Look inside to find out what it is and how you can get it.”

Testing shows that, at least in consumer direct marketing, small promises don’t work. To get attention and generate interest, you have to make a large, powerful promise.

But there’s a problem: What happens if the reader is skeptical … because the big promise is so fantastic, it sounds too good to be true? In that case, use a “Secondary Promise.”

The Secondary Promise is a lesser benefit that the product also de...(register to read more)

To read the rest of this article you must first register with your email address.

Email Address:

Leave a Comment

Previous post:

Next post: