Did you ever buy something you didn't really want because the bonus you received was worth the price you paid? I did it this week.

Several days ago I received an offer in the mail from a leading business magazine. Only one paragraph in the two page letter mentioned the benefits I'd gain by reading the magazine. Instead, it promoted the "perfect book for entrepreneurs" I'd get free by subscribing.

The letter even enhanced the offer by guaranteeing a full refund of the entire subscription fee if at anytime during the coming year I didn't like the magazine. The free book alone was worth the subscription fee. It was an offer I couldn't refuse. I subscribed.

ALWAYS INCLUDE AN OFFER IN YOUR ADVERTISING

An irresistible offer is the number one reason why people buy something. Anytime you want to dramatically increase the response to your advertising, dramatically improve your offer.

Many small businesses don't always include an offer in their advertising. This is a costly mistake because it doesn't provide a reason for prospective customers to respond. The best way to get a response to your advertising is to make an offer your prospects can't refuse.

Your initial offer doesn't have to generate sales. It can generate leads or traffic to your business or website. An offer to generate leads or traffic requires you to develop another offer to convert those leads into customers. Developing two different offers is more work but it usually produces the maximum number of sales at the lowest cost per sale.

HOW TO DEVELOP AN OFFER

I've used the following 4 step procedure many times to create powerful offers. It's simple and easy to follow. Even someone without special talent, skill or previous experience can use it to create a powerful offer.

STEP #1: Select one product or service to promote in your offer. If you sell a variety of products or services select only one to feature in your offer.

STEP #2: Decide what specific action you want from prospects or customers who receive your offer. For example, do you want them to call or write to you for more information? Do you want them to visit your website? Do you want them to come into your store? Do you want them to call for an estimate?

STEP #3: Make your best offer. Make it as attractive as you can afford. A discount plus a free bonus will generate more responses than a discount alone. A discount plus a free bonus and a money back guarantee will generate an even greater number of responses.

STEP #4: Calculate the profitability of your offer. Don't forget to include the cost of advertising. A thin profit from your initial offer may be acceptable if you know it will generate repeat business. Otherwise, revise your offer.

**SUGGESTION: Sometimes you can increase your profit and the benefit to your customer at the same time. Simply add a low- cost bonus item with high perceived value and increase the price to the level required to produce the profit you need.

Always include an offer in your advertising. It's the primary reason why people buy something. Use this simple 4 step procedure to develop your offer and watch how fast your sales and profits increase.

Bob Leduc is a Sales Consultant with 30 years experience in generating low-cost leads. He recently wrote a manual for small business owners, "How to Build Your Small Business Fast With Simple Postcards", and several other publications to help small businesses grow and prosper. For more info: Email: BobLeduc@aol.com Subject: "Postcards" Phone: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV