Offers, Value Propositions, and Calls-to-Action

Your offer is the key to the success of your marketing efforts. Learn how to create an effective offer for your particular product or service. Explore examples of different offers, including free premiums, discounts, deadlines, and more. Attractive offers will help to both retain existing customers and catch the attention of new clientele.

Gain an important overview of online and offline data-driven marketing channels – from print to web to social media. Explore the move toward integrated marketing and discover how data-driven marketing strategies can be used effectively in all media. You’ll review best practices and techniques and learn how to apply them in a multichannel environment.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in offers, value propositions, and calls-to-action.

Course Outline

Lesson 1: Defining and Explaining the Offer

    • The offer defined
    • Main elements of the offer
    • Features/benefits table
    • The role of terms and conditions on offers

Lesson 2: Your Organization’s Marketing Objectives Guide the Offer

    • Examples of an organization’s marketing goals
    • Selling direct
    • Lead generation
    • Subscription or Membership
    • Drive traffic (e.g., to retail store or website)

Lesson 3: Short- and Long-term Effects of Offers on Your Organizational Goals

    • How offers are tied to business objectives
    • Impact of goals on short-term and long-term offers
    • Three characteristics of effective short-term offers
    • How to build value with long-term offers

Lesson 4: Propositions

    • Creating the right offer for different situations
    • Six benchmarks for direct marketing offers
    • Strategies for creating offers to multiple target audience segments
    • Using games, contests, sweepstakes to improve results
    • Investigate ways to test your offers

Estimated Length of Completion:

Approximately 115 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



Ron Jacobs

Jacobs & Clevenger

Ron Jacobs is president of Jacobs & Clevenger, a multichannel direct marketing communications agency that provides direct, database and digital marketing solutions. Founded in 1982, J&C helps clients optimize business value, while extending communications efficiency.

Ron is a marketing communications thought leader and frequent keynote speaker at conferences worldwide. He has won rave reviews for his fresh content that helps organizations rethink core practices and position themselves for next-level growth. Ron’s clients include leading organizations in consumer goods, business marketing, information marketing, utilities, regulated and recently deregulated industries, trucks and heavy equipment, software and technology, financial services, retail, hospitality and travel industries.