18.3. Preparing the Offer Message(s)

The major purpose of the offer is to persuade customers to accept the call to action. This is best accomplished by matching the offer to the value proposition for each segment. We will look now at the mechanics of preparing an offer. There are four elements of the offer message: offer details, goals and measures, offer value, and call to action. All may be varied by customer segment, although the offer details, goals, and call to action may be the same for all segments. If the value is the same for all segments, then you have not identified any that are meaningful and actionable. This may be your intention, but make sure that it is a conscious decision or go back to the drawing board. In any case, don't waste ...

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