Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

BOOK: No B.S. Direct Marketing: Dan Kennedy > Ch 2: An Offer They Can't Refuse > Flashcards

Ch 2: An Offer They Can't Refuse Flashcards

1
Q

Godfather’s Offer

A

An offer that the appropriate prospect or customer for you can’t refuse!

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Godfather’s Offer: Overarching ideas

  • 1) Make your every _______ actually ask somebody to do something
A

Godfather’s Offer: Overarching ideas

  • 1) Make your every communication actually ask somebody to do something
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Godfather’s Offer: Overarching ideas

  • 2) Inject new disciplines of ______ and accountability into all your communication with prospects, customers, and the marketplace at large.
A

Godfather’s Offer: Overarching ideas

  • 2) Inject new disciplines of selling and accountability into all your communication with prospects, customers, and the marketplace at large.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS

Direct Marketing Imposes Discipline

  • No greeting card should arrive without being accompanied by an _____.
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS

Direct Marketing Imposes Discipline

  • No greeting card should arrive without being accompanied by an offer.
    • Typically, the offer will be a gift with visit to showroom or store, gift with purchase, gift for referral, etc., placed in a printed piece inside a separate envelope, inside the greeting card itself, to preserve some separation between the thank you or new year sentiment and selling.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Combining with _____
A
  • *RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​**
  • *TWO TYPES OF OFFERS**
  • The Direct Purchase Offer
    • Combining with discounting
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q
  • *RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​**
  • *TWO TYPES OF OFFERS**
  • The Direct Purchase Offer
    • ___ with Purchase
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Gift with Purchase
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Hard ____
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Hard deadline
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Sacrifice price integrity and ______
A
  • *RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​**
  • *TWO TYPES OF OFFERS**
  • The Direct Purchase Offer
    • Disadvantages
      • Sacrifice price integrity and profitability
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q
  • *RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​**
  • *TWO TYPES OF OFFERS**
  • The Direct Purchase Offer
    • Disadvantages
      • _____ customers to only respond when a “great deal” is offered
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Trains customers to only respond when a “great deal” is offered
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Can only be responded to by people ready and able to buy ________
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages​
      • Can only be responded to by people ready and able to buy right this minute
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Fails to identify people likely to buy in your category in the ______
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Fails to identify people likely to buy in your category in the future
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​

TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Can be easily and quickly ______ shopped, especially if you are conveying the offer online
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​TWO TYPES OF OFFERS

  • The Direct Purchase Offer
    • Disadvantages
      • Can be easily and quickly comparison shopped, especially if you are conveying the offer online
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS

TWO TYPES OF OFFERS

  • The Lead-Generation Offer
    • This is a more interesting kind of offer, because it can substantially reduce the _____ factor in advertising, convert a sales culture to a marketing culture, and provide opportunity to build trust and create a relationship.
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​

TWO TYPES OF OFFERS

  • The Lead-Generation Offer
    • This is a more interesting kind of offer, because it can substantially reduce the waste factor in advertising, convert a sales culture to a marketing culture, and provide opportunity to build trust and create a relationship.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

TWO TYPES OF OFFERS

  • The Lead-Generation Offer
    • offering a free _______ kit with brochures and a DVD.
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

TWO TYPES OF OFFERS

  • The Lead-Generation Offer
    • offering a free information kit with brochures and a DVD.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Threshold Resistance

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

All offers fall somewhere on a continuum between Low-Threshold Offer and High-Threshold Offer.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

High Threshold Resistance

  • They require a _____ nearly made
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

High Threshold Resistance

  • They require a decision nearly made
    • To get care, to find an advisor, to get remodeling done. A great many people with evolving interest or interest that can be stimulated will still not be prepared to take this big of a step forward.
17
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Low Threshold Resistance

  • Information-based, lead-generation offer that begins a _____, builds trust, and establishes preference in advance of need
A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Low Threshold Resistance

  • Information-based, lead-generation offer that begins a relationship, builds trust, and establishes preference in advance of need
18
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

19
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

20
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

This is an example of:

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

This is an example of:

Low-Threshold Offer

21
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Hybrid Approach

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

A combination of high and low threshold offers. Provides multiple reasons vs. a single reason to respond

22
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

What is this an example of:

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

What is this an example of:

Hybrid Approach

23
Q

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Urgency

A

RULE #1: THERE WILL ALWAYS BE AN OFFER OR OFFERS​​​​​​​​

Combats hesitation and procrastination

24
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Direct marketing can often ______ provide opportunity to create urgency of immediate response.

A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Direct marketing can often contextually provide opportunity to create urgency of immediate response.

25
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Direct marketing can also ____ provide opportunity for urgency of response.

A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Direct marketing can also structurally provide opportunity for urgency of response.

26
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Urgency by exclusivity

A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

Urgency by exclusivity:

Having only one

27
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • One of a kind gifts and experience
A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • One of a kind gifts and experiences
    • Backstage experience
    • Ultimate tailgate party vehicle
    • Private dinner for a party or ten with celebrities
    • Trip for two to Paris to visit famous chef
28
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • Actual scarcity
A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • Actual scarcity
    • Rare books
      • Real scarcity, with real urgency
29
Q

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • Halo Effect
A

RULE #2: THERE WILL BE A REASON TO RESPOND RIGHT NOW

  • Halo Effect
    • Renting a celebrity for a meet and greet, photos, autographs, money goes to charity
    • Powerful publicity surrounding the event

BOOK: No B.S. Direct Marketing: Dan Kennedy (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions