Hard Offer

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Hard Offer

In marketing, an offer to purchase a product with advance payment. For example, a hard offer may ask a potential customer to send $15 in exchange for a magazine subscription. A hard offer contrasts with a soft offer, in which the product is presented first. Companies making hard offers have lower response rates than those making soft offers, but they generally carry less bad debt.
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"I've got a few people looking after me and they are looking around but I don't have any hard offers from other clubs yet."
But transforming that interest into hard offers from people who have the cash is a different thing.
These execs say that it's become a question of taking an offer on the table in London, rather than waiting for other expressions of interest to turn into hard offers, because it's not known whether those interested distribs will leave Mifed early or even be there at all.
Clydebank's business adviser David Low said: "We are still speaking to a number of people who voiced an interest in buying the club, although we have no hard offers.
However, they are testing pricing and packaging as well as different offers--bill-me, hard offers, etc.
Most of its #10 mailings feature long letters (at least four to six pages), lift letters, BREs and order cards with hard offers. Some versions include sample issues or a buckslip or two.
Because multi-national lists are assembled on a market-by-market basis over a period of time - incorporating both soft and hard offers - "response rates can be misleading, if taken at face value," Mike Manning warns.
One old friend used to call his hard offer, "Our newsletter costs $242 and is worth every dime"
However, if you don't think you can convert or handle a large number of leads, you'd be best off making a hard offer.