The Master Copywriter's Checklist for Creating Irresistible Offers

Don't confuse your offer with your sales close. The offer is what your customer gets for his money – the whole of what you're selling. For example, if you're selling a table lamp, you're offering the lamp base, a shade, and a working light bulb in exchange for a specified price.

In his book, "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation," Jim Kobs explains:

"[The offer is] whatever you physically get in the package or carton, plus the financial arrangement and any 'strings' or commitments. The commitment might apply to the customer (such as when joining a book club) or to the advertiser (such as guaranteeing return privileges)."

According to Jim, your offer should include:

  • * Your product or service
  • * The price and payment terms under which the customer can get it
  • * Any incentives you're willing to throw in (like a free gift)
  • * Any specific conditions attached to the offer
  • * And (sometimes) free literature or booklets as a first step toward selling the actual product or service

Basic offers described in Jim's book include:

  1. Right Price
  2. Free Trial
  3. Money-Back Guarantee
  4. Cash with Order
  5. Bill Me Later
  6. Installment Terms
  7. Charge Card Privileges
  8. C.O.D.

[If you would like to order a copy of "Profitable Direct Marketing: A Strategic Guide to Starting, Improving, and Expanding Any Direct Marketing Operation," you can find it at]

The AWAI Method™

The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter

The AWAI Method™ combines the most up-to-date strategies, insights, and teaching methods with the tried-and-true copywriting fundamentals so you can take on ANY project — not just sales letters. Learn More »

Click to Rate:
Average: 4.0
Published: April 22, 2002

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

This name will appear next to your comment.

Your email is required but will not be displayed.

Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters

Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)