The Offer Within

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Once you get the attention of the consumer - what steps do you take to get them engaged further? Think about all the marketing communiqués that you put out - we spend so much time on the outside to get the recipient to pay attention. Here are some key things to do to get the consumer to get engaged even further.

If the goal of the headline is to lure your consumer in, then goal of the copy within is to drive them to the next step. So to start things off - define what the next step is? Think about the specific goal of that communiqué. If the goal is to get the consumer to go to the next page - write the copy to get them there. If the goal is to get them to fill out a survey - give them the 'value' reasons on why they ought to take the next step. Think about ways to continue the intrigue, offer an incentive, showcase the value - if getting them to the next page is one of your goals.

Financial institutions do an effective job by leveraging the use of calculators. These calculators give the consumer an option to come up with 'what-if' scenarios. Intrigued, the consumer starts moving towards the next steps.

Once the consumer has been brought to the right page - be crisp, clear, & concise in telling them what to do next. Many retailers are challenged with how to narrow down on the offers - in a situation like this it is okay to have the navigation bar on the left / top / bottom - so the consumer is able to find other things themselves. The goal again is to make it easy for the consumer to focus in and find your offer within.

PS - If you want to join our call on 17 best practices for email marketers - you can sign up at Service-in-Action.