News
 Sizzling
Premiums
By Craig Huey
If you want to generate leads, include a premium.
Whether marketing business-to-business or to
consumers, this critical but often-overlooked
strategy will increase your response. Test after
test has shown that the very best premiums are those
that are… Read More
Choosing your premium
Test after test has shown that the very best
premiums are those that are editorial, or
informational, in nature. In business-to-business
marketing, the editorial premium, such as a special
report, should have an exciting title—one that
inspires your prospect to desperately want your
product or service.
In consumer marketing, use a similar strategy. Make
sure your title is hot and sizzling and demands your
prospect's attention.
Several recent examples of editorial premiums we’ve
created for clients include:
• For an investment newsletter: 5 Canadian Royalty
Trust Stocks That Will Get You a
12% Dividend Paid Monthly
• For a healthcare company: Secrets of Phytonutrient
Cures
• For a software provider: Creating an Internet
Policy: 6 Steps You Can’t Afford to Skip
Sometimes, though, you will want to use some kind of
a gift as a premium rather than information. This
will depend on your audience, and the gift’s
relevancy to the service or product that you are
trying to generate a lead for.
Avoid premiums that have no relevance to your
product or service. It will distract the customer
and may, in fact, attract responses from individuals
just interested in the premium.
Test your premium for return
You may have seen a number of unusual items being
given away as premiums. Some have been tested and
have proven to be effective, but informational
premiums should always be tested because usually
they’ll produce a higher return.
Remember, this is especially the case if your
prospects and clients are book buyers or subscribers
to magazines or any information service. But it also
applies with products and services as well.
- Craig Huey is
president of the CDM Group and InfoMat. (craig@cdmginc.com)
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