you begin to develop any advertisement, design your website, direct mail piece, promo video etc. you MUST KNOW YOUR OBJECTIVE!   What is it that you want your prospect to do? Then, and only then can you create the right offer. Here are some examples from the pool and spa industry:   Offer to call your store:   The first 20 people that call today will not only receive our Special Report titled, 'Five Steps to Eliminating Back Pain Using Hydrotherapy' but you'll also receive a 30-minute taped seminar titled, 'The Secret to Raising a Close-Knit Family.' This audio seminar is usually sold for $29.95 but is yours FREE if you are one of the first 20 people to call today.'   Offer to come down to the store: Acme Pool and Spa was able to make an awesome deal with a major travel company to send 20 people on a relaxing three-day vacation. We had to do some serious arm-twisting to get these wonderful vacation passes, but we finally prevailed.   We will be awarding the first 20 visitors to our store today with a complimentary three-day, two-night vacation package to any one of ten vacation areas in the U.S. This offer won't last for very long so get here early before all the free vacation passes are taken!   Conclusion   Creating an irresistible offer takes time but the rewards are great. If you increase the perceived benefits and lower its associated risk, you will improve your response rate dramatically.   Here is a checklist that you can use when you create an offer...   ‰ Is your guarantee as strong as possible?   ‰ Is your warranty as strong as possible?   ‰ Do you tie your features to universal benefits?   ‰ Did you inject some form of scarcity?   ‰ Is the objective of you offer clear and concise?   ‰ Does your offer have a compelling headline?   ‰ Have you eliminated price as a stumbling block?   ‰ Do you have a strong call to action?   ‰ Have you limited your choices?