Thoughts on a Lead Piece With 2 Offers Instead of 1

"Man who chases two rabbits doesn't catch any." - Rick Duris

Dave,

It's tough to say - it's all very dependent on your specific market and offer. And chances are, you know your market better than anyone who's going to offer his/her opinion/theory here.

Trust yourself; follow your intuition. If you created this post, then there's a reason for it. The bottom line is that you'll never really know until you test it. Worse case scenario is you lose a couple of bucks but gather valuable data. You learn something and you know where you stand. Best case scenario is it's a game changer.

My advice for you is to make sure you put a premium on making sure the two options are spelled out clearly. Here is OPTION A, here is OPTION B.

Cheers,
Robert

Thanks guys for your thoughts.

I generally agree a single offer is the best route; but my list is so general (65-80 year olds in half rural/half suburban areas, no income filter) I want to squeeze out as much money from each campaign -- especially since this is a lead piece (maybe 2.5"x8" of copy space) versus a sales letter.

My plan is to pose two questions within the headline that would target those most interested in my offers.

Next I would describe the main benefits of each program in two succinct bullet points.

Then I would close the lead with either (a) sending the BRM off to request more information (and have them circle which offer they're sending off for) and/or (b) call my 24-hour recorded message hotline, where they can listen to my greeting, and press the appropriate extension to find out more detail about each (will treat the pre-recorded hotline much like a sales letter would look if I sent it to them).

It's just tough to nail down a super-tight list to target one offer to -- income filters are crappy. However, 40% of seniors have medicare supplements, and a good deal don't necessarily have enough burial insurance, either. I figure with such a short lead piece, I can get more response in both products without the additional expense of a secondary mailer.

PS: I did talk with someone who thought about using a val-pak idea, where one could target a specific group (like Seniors) and package different insurance offers within it (dental, medicare supplement, life insurance, grandkid insurance, etc). That seemed like a cool idea.


-Dave