THE POWER OF THE PROPOSITION

“Anybody can cut price. Real selling power comes from a carefully crafted proposition.”
– Rich Alther, Copy Chief, Precision Marketing Associates

Any marketing pro knows key ingredients to successful selling: right product, right price, right presentation. Used strategically, these elements result in sales because they combine to answer the question in a customer’s mind, “Why should I buy?

“Why buy, and why buy NOW?”

But in direct marketing, buying is not enough. We need customers to buy NOW, in specific response to the promotion. That’s because each direct marketing promotion is held accountable for its own profitability.

The missing ingredient in a surprising number of direct response offers, whether on websites or in the mail, is the proposition — the compelling sales logic that answers customers’ two-fold buying question, “Why should I buy…and why should I buy now?”

A strong proposition weaves together all the above key selling ingredients — product, price, presentation — and adds logic and urgency to build a compelling case for buying…now.

Here’s an example of a strong year-end sales proposition from advertising I did for Smithy Co., direct-marketer of metal machining equipment.

“Dear Machinist, Smithy Co.

I’ve written you in the past with all the facts on Smithy machining equipment and all the reasons why it’ll increase your business income. I’m so certain of its earning power that every Smithy is GUARANTEED to pay for itself or your money back. I’m writing you today to tell you it’s URGENT that you order by December 31. Here’s why:

A Smithy is a capital expense that usually qualifies as a business deduction on your taxes. Order by December 31 and you can take the deduction on this year’s taxes. If you wait to buy – even ’til January 1 — you’ll have to wait a whole year to enjoy the write-off.
Your business success is good for our business, so we want to see you get this tax advantage now. And to make buying NOW irresistible, every Smithy is on sale through December 31. You get big savings, free gifts, and more.”