One of the top direct mail mistakes is not making a specific offer (or request) and expecting the recipient to figure out what you want them to do.

The job of your offer is to motivate the respondent to take action. Without a compelling reason to respond, your target is most likely going to do nothing. A great offer has high perceived value to the prospect. This does not necessarily mean it costs you much to give, but that your target thinks it’s valuable. Of course, any offer should also be simple, easy to explain and quickly understood.

Here are 15 surefire offers:

1. FREE information – This is the most common offer when trying to get sales leads in the business-to-business world. Free information can be in the form of a helpful guide, white paper or case study.

2. FREE demonstration – This is important for complex products like business equipment.

3. FREE trial – This is a common offer for higher-priced merchandise and many services, both for businesses and consumers.

4. FREE cost estimate – A good offer for many professional services such as contractors.

5. FREE sample – Depending on the product, the offer of a free sample can be compelling, particularly when it is coupled with something else, such as free information.

6. FREE survey of your needs – Also called an “audit offer,” this is often used with success by service companies.

7. FREE gift – This can be an effective offer to drive traffic to retailers or consumer service businesses.

8. Rebate after purchase – This offer is common, usually for consumer products.

9. Seasonal sale – This offer is limited to a special event or time period, usually a season or holiday (White Sale, Fourth of July, Mother’s Day, Father’s Day, etc.).

10. Customer appreciation sale – These are special deals for past and current customers only.

11. Two-for-one – This offer communicates “value.”

12. Time limit – Setting a time limit on any offer is good practice because it forces action now.

13. Introductory pricing – This offer promotes a discounted price for acting fast.

14. Volume discounts – This offer makes it a good deal for people to buy more than they had planned. “Save 50 percent when you buy all five!”

15. Trade-in – An example of a trade-in offer would be: “We’ll give you $50 off your computer monitor when you trade in your old one.”