Monday, September 27, 2010



Track your response and capture the names of coupon users by placing the coupon on the verso (backing) page from the mailing label. If you do this, every coupon returned will have the name and address of those who turned them in. This works well for postcard type mailers but is not always best for multi-page mailers where the coupon would end up inside the publication and out of sight to the receiver.

Next tip, I’ll tell you what to do if you find that you MUST locate your coupons on the inside of your mailer. You can still make them work for you!

Monday, September 20, 2010


Discount coupons can dramatically improve your advertising project response rate, but only if they are designed correctly. Here are some tips on how to make them work for you:

1. Make coupons look like coupons. Put a thick dashed-line around them (or around the entire ad), so there is no confusion. Avoid fancy borders and certificate type borders.

2. Make the offer the main focus. If the offer is “$25 Off” make sure the “$25 Off” is the biggest thing they see. Don’t make it hard to see the good deal by making your offer obscure.

3. Make it obvious that the coupon should be clipped. Place an icon of scissors near the top left-hand corner of the border.

4. Include a graphic (or picture) of the item being offered

Next ad tip, I’ll give you a coupon placement hint that will dramatically improve your ability to track response.

Monday, September 13, 2010


Seasoned marketers know that only three percent of those who clip coupons actually remember to redeem them at the point of purchase. For this reason, some business owners actually count on their coupons not being used, and include coupons only for the purpose of making their ads “keepers.”

That’s not the best thinking from a marketing standpoint, however, because coupon redeemers represent rewarded, satisfied, happy customers that will come back and buy repeatedly. Don’t forget, too, that each coupon represents an actual sale made, and the more of them the better!

Smart business owners want their coupons to be used and see the cost of them as part of their customer acquisition program. It’s a part of the much bigger picture of growing a healthy business. Therefore, they design coupons with great offers to get used. They use them to “buy” new customers, make them happy, give them a pleasant buying experience, and then entice (reward) them to come back and buy again and again and again and again ...” (you get the picture).

Discount coupons can dramatically improve your advertising project response rate, but only if they are designed correctly. Next tip, I’ll give you some simple methods you can use to make them work for you.