The main reason why offers are included in direct marketing propositions is simple. It helps to overcome BUYERS INERTIA.
The offer is the quintessential ingredient in direct marketing as it helps to clench the deal. But more importantly, it also completes the promise made to customers or prospects.
In direct marketing terms the OFFER may include free information, incentives, or rewards for loyalty and continuing to purchase from you. Basically it can be anything that helps drives your target market to purchase.
So even if you have the best product on the market, you can achieve better results by developing a RELEVANT offer to make your small business stand out from the crowd.