Buy it now from Amazon | Barnes & Noble | Apple Books | IndieBound In a two-step direct-mail campaign, where you’re trying to generate leads rather than direct sales, there are four basic offers you can make: soft, hard, negative, and deferred. Soft Offer for Lead Generation In lead-generating direct mail, the simplest and most common offer has traditionally been a free brochure and other information describing the product or service. What they have to do to get it is fill in and mail a reply card. It’s the ideal response option for prospects who might be interested in your product in the future but not today. Hard Offer for Lead Generation The soft offer is for prospects not yet ready to buy; the hard offer attracts those who are more likely to purchase. In the hard offer, the marketer encourages the prospect to call or request that a salesperson contact them. During these conversations, the salesperson attempts to persuade the prospect to buy the product or service. Even if you’re not interested in [name of product or service], please complete and return the enclosed reply card. The negative offer provides a response option for people who are prospects (that is, they have a need or problem your product addresses) but for some reason don’t want to buy from you right now. The Deferred Offer The deferred offer encourages responses from prospects who don’t have an immediate need but may have a future requirement for your product or service.
When it comes to lead generation, there are only four types of leads that work.
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The following excerpt is from Robert W. Bly’s book The Direct Mail Revolution: How to Create Profitable Direct Mail Campaigns in a Digital World. Buy it now from Amazon | Barnes & Noble | Apple Books | IndieBound
In a two-step direct-mail campaign, where you’re trying to generate leads rather than direct sales, there are four basic offers you can make: soft, hard, negative, and deferred.
Soft Offer for Lead Generation
In lead-generating direct mail, the simplest and most common offer has traditionally been a free brochure and other information describing the product or service. In direct mail, this typically reads, “For a free brochure on the Widget 3000, complete and mail the enclosed reply card today.”
What the prospect gets is a brochure describing your product. What they have to do to get it is fill in and mail a reply card. The key to the soft offer is that the odds of your prospect being ready to buy the minute they open your mailer are low. It’s the ideal response option for prospects who might be interested in your product in the future but not today. They can get sales literature that tells them more about the product without speaking to a salesperson, which they are probably reluctant to do at this early stage in the buying cycle.
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