Bradford H. Nicoll -Marketing Communications

So far, I've laid out two very important considerations for your marketing: getting people to pay attention, and making sure they know what to do next. Now we get to the challenge -figuring out why they should listen to you or do anything in the first place.

It's an overused phrase, but 'What's In It for Me?' (or WIIFM) is an important question to keep asking yourself. What is in it for you customers?

Naturally, you'd like to jump right to the end and talk about the ultimate, long-term benefits of your services. Unfortunately, potential customers want to get something right now. And that's where the offer comes in.

Believe it or not, people like getting free things. Giving people something for nothing is an unparalleled tool for getting attention, developing interest, and driving interaction. Just remember to keep a few things in mind to avoid a marketing debacle.

Like far too many direct marketing tactics, the lowest denominator (I'm looking at you, Slap Chop) has hurt everyone. Too many people screaming 'Free' to peddle their worthless wares has made all freebies feel like the setup for a scam. So, tread lightly and make sure you put the effort in to communicate the value of your offer and the integrity of your product.

Make sure that what you're offering embodies a product attribute that you want to draw attention to. If you are selling financial services and you want to be seen as dependable, don't give out something cheap, give something that will last. A truly great offer should embody your understanding of their concerns and give them something they really need.

The most basic, straightforward, and well-known offer is a Free Trial. The 'Free Trial' is a classic for a reason. It allows you to demonstrate your product while enabling people to put off making a purchasing decision. But, be sure that you don't give away too much and remember to put in place a mechanism that will make it easy for you to turn that free trial into a paying customer. Oh, and prepare yourself for a lot of freebie hunters.

Deciding on your offer has to be a part of a larger analysis of who your clients are and what motivates them. Just as you should be keeping an eye on what gets them to open emails, you should be observing what gets them to make decisions. Make sure your offer is inspiring.