The direct response industry suffered last year due to the ever expanding visa/mastercard regulations. The hardball tactics historically utilized by the more aggressive direct response marketers were outlawed. The credit card associations went on a witch hunt to freeze any MID (merchant account) that was suspect.
The “free trial offer” may be the best offer ever devised in direct response marketing. People can try your product for free and without obligation for 10 days, 14 days, 25 days, or more. The time frame should fit the product. Free trial offers remove risk from customers and eliminate procrastination.
For the first 3 quarters of 2010, trial offers were dead. Why? Because overly aggressive direct response marketers devised trial offers that were deceptive. These advertisers were killing it on sales and getting killed on chargebacks. The credit card associations threw down the iron fist with a myriad of regulations, imposing fines on not only advertisers but also the banks that allowed the advertisers to process deceptive trials. This effectively created a barrier to entry to trial offers that was prohibitive for small/medium sized companies.
The visa/mastercard witch hunt reminded me of the storm Forest Gump weathered. Remember when Gump spent months out a sea shrimp fishing? He worked hard, constantly battling the goliaths for his share in the sea. Week after week, Gump came up short. Most people would have given up, however Gump was tenacious. His steadfast resovle earned him triumph over his competition. After a massive hurricane literally destroyed all of his competitors shrimp boats, Gump was the last man standing.
In life, the weak are killed and the injured are eaten. Only the serious players are promoting free trial offers today, and they’re doing so within regulation. Sure, every now and then an offer will popup that violates regulations, and those offers quickly go down.
The Direct Response Team has a strategic partnership with several banks that provide trial solutions. If you need unlimited processing for a trial offer, let us know and we’ll get you approved – guaranteed. Best of all, it’s free