If you want people to do something, to take action - immediately or soon after your communication - then you need a direct response ad, mailer, or TV commercial.

One of the first things you want to do is define exactly what action, or series of actions, you want readers, viewers or clickers to take. Such as:

- Click to a Web site, get info, then order.
- Call to talk to a salesman,
- Fax a coupon with an order form,
- Visit a store before the sale ends,
- Mail a form for a free CD,

Next you want to figure out what you are going to offer the viewer or reader. What can you give them to do what you want them to do?

Keep in mind that the offer will be the most important factor determining how many people will respond to your ad. And therefore, the offer will be the most important factor determining how much money the client will make from your ad.

Some typical offers:
- Free "How to" information.

- Free samples at a store near you.

- Get 2 for the price of one.

- Free CD with video.

- Save 50% if you order today.

The effectiveness of an offer, how well it will work, is determined largely its strength and relevance to the target market.

Strength:
- A savings of 50% is stronger than 10% off.

- A free product sample is usually stronger than free information.

- A free CD is stronger than a free download, right? Maybe not -- because the free download is immediate, and the CD might take a day or two to arrive.

Stronger offers do not have to be more expensive. They can be more creative instead.

- Play creative games.

Relevance:
- How important or valuable is the offer to the audience? The offer of free dinnerware to a largely male audience is doomed because men won’t find the offer significant to them.

Offer extras:
If the offer is not particularly attractive, or if you just want to give your response rate a kick, you can add an incentive, such as:

- Win $1,000,000.
- 10% of your purchase price to charity.
- Win a hand-full of gold and jewelry.
- Free elephant rides for kids of all ages.
- Win a month on a tropical island.

Reality check:
Ask: "How compelling is the offer to the target audience? Will they want it at all? A lot? Or just a little? Is the offer worth the effort I am asking? If so, have I explained why it is worth their time and effort?" Hey, people are busy. With many demands on their time. So make 'em an offer they can't refuse.

Tip: Brainstorm offers.
Invest creative time exploring imaginative offers, as well as different ways to express those offers:

- Save 50%

- Half off.

- Price is $20 on Saturday and Sunday, $40 after this weekend.

- Pay half now, nothing later.

Tip: Focus support on the offer.
Use copy and visuals that focus on support for the offer. Give readers rational or emotional reasons to accept the offer.

Let’s say you are creating an ad for a line of woman’s health and beauty products called MR. This line is aimed at middle class women, 25 to 45.

What we want is for women to stop by one of the client’s retail counters where the sales people can introduce and demo the products.

Our offer will be a free booklet, “10 recipes for a great marriage.”

The reasons why could include:

- It’s free. No cost or obligation of any kind.

- This booklet could make a dramatic improvement in your marriage.

- Supplies are limited, so hurry over before they are all gone.

- Learn how to solve the “problem areas” in any relationship.

- Get instant results with 6 things you can do tonight.

- The free booklet is written by experts with years of training and practical experience.

These reasons can and should be brought to life both with the copy and with visuals.

Notice how these reasons focus on the behavior we want, reasons to get the free brochure.

Notice too the relationship between the information offered in the free booklet and the client’s product line. MR health and beauty products can make a woman healthier, younger in appearance, more attractive and energetic, which in turn can contribute to a successful marriage.

Notes:

What determines DR success? Something like this:

- 40% Media - the quality of your mailing list, the demographics of your TV, radio or Web audience.

- 40% Offer - the strength and significance of the offer to the target audience at the time they get it.

- 20% Mix - such as the creative concept, production values, or brand recognition.