side and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response r

Special offers abound in every sphere of merchandising and marketing, but how many of them work? Before I decided to make any special offers I gave the matter a great deal of thought.

When is an offer a special offer and when is it just a discount or a freebie of some sort? It seemed to me that to make anything special it has to be specific and personal.

Look at it this way. Imagine it’s Christmas Day and you and your extended family are sitting around opening presents. See the expressions on the faces of the women present if every woman in the room finds, when she opens her parcel, that she has exactly the same blouse as all the other women! Would that feel special or ever so slightly deflating?

It must be the same with special offers. If the offer is open to everyone, what’s special about it?

So, because I live near to a major sea crossing point I made a special offer to ferry companies. As there are only 7 operating companies on the ferry route near my business you might think that was too small a niche to aim for. But I created a special offer that was exclusive to ferry companies and sent them each a carefully crafted letter.

There’s something about an offer that is “especially for you.” It is perhaps a bit flattering. It makes you feel special. It makes you feel that someone has thought about you and cares about you. And that is a good feeling.

That’s the point I have been struggling to make in this article, a special offer should make the recipient feel that they are special. That gives them a good warm feeling inside and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response ra

ne it’s Christmas Day and you and your extended family are sitting around opening presents. See the expressions on the faces of the women present if every woman in the room finds, when she opens her parcel, that she has exactly the same blouse as all the other women! Would that feel special or ever so slightly deflating?

It must be the same with special offers. If the offer is open to everyone, what’s special about it?

So, because I live near to a major sea crossing point I made a special offer to ferry companies. As there are only 7 operating companies on the ferry route near my business you might think that was too small a niche to aim for. But I created a special offer that was exclusive to ferry companies and sent them each a carefully crafted letter.

There’s something about an offer that is “especially for you.” It is perhaps a bit flattering. It makes you feel special. It makes you feel that someone has thought about you and cares about you. And that is a good feeling.

That’s the point I have been struggling to make in this article, a special offer should make the recipient feel that they are special. That gives them a good warm feeling inside and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response r

eryone, what’s special about it?

So, because I live near to a major sea crossing point I made a special offer to ferry companies. As there are only 7 operating companies on the ferry route near my business you might think that was too small a niche to aim for. But I created a special offer that was exclusive to ferry companies and sent them each a carefully crafted letter.

There’s something about an offer that is “especially for you.” It is perhaps a bit flattering. It makes you feel special. It makes you feel that someone has thought about you and cares about you. And that is a good feeling.

That’s the point I have been struggling to make in this article, a special offer should make the recipient feel that they are special. That gives them a good warm feeling inside and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response r

something about an offer that is “especially for you.” It is perhaps a bit flattering. It makes you feel special. It makes you feel that someone has thought about you and cares about you. And that is a good feeling.

That’s the point I have been struggling to make in this article, a special offer should make the recipient feel that they are special. That gives them a good warm feeling inside and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response r

side and kind of puts them under an obligation to respond. This is achieved by targeting your special offer.

Perhaps I don’t fully understand why the recipients respond, I just know that they do. Two out of the 7 ferry companies I wrote to rang me up. And I only sent them two letters each.

That is fourteen letters and two replies. For those who care about statistics the response rate was fifteen percent. If you could achieve results like that all the time it would be easy to become a millionaire.

The special offer is undoubtedly a powerful weapon in your marketing armoury, if used properly. By that I mean that special offers have to be targeted. Yes, I am saying that only the targeted special offer works. Equally there are many pitfalls for those who don’t take the trouble to target their special offers.