stays the same, your response rate will go down.   BUT, imagine if your perceived value went up and your risk went down, what would happen to your response rate? It would skyrocket!   That's exactly what you want to do when you create an offer. You want to increase your perceived value and lower your risk. To do that we need to know what's inside the components of 'perceived value' and 'risk.'   Perceived Value and Risk   As I've already mentioned, perceived value is defined as what you get from the offer and risk is what you have to give to receive the benefits of the offer. Again, the trick is to increase your perceived value and decrease your risk to create an irresistible offer.   So let's look at several elements that will increase the value of your offer and several elements that will decrease the risk of your offer.   Elements to Increase Perceived Value:   1. Adding free bonus items such as accessories or third-party addons.   2. Giving two or more products or services for the price of one.   3. Packaging multiple complimentary products together with a lower overall price as compared to buying the products separately.   4. Explaining why your product or service is unique and its specific advantages over other competing products or services.   5. Explaining how well built the product is and giving proof to how long it will last.   6. Describing in detail the specific benefits that will be received when using the product or service.   Elements to Decrease Risk:   1. Provide the strongest guarantee possible.   2. Provide free or low cost extended warranties.   3. Try-it-before-you-buy-it offer.   4. Provide low, affordable payments.   5. Provide a pay-for-performance only offer.   6. Delay payments with no accrued interest.   7. Give access to follow-on help after the sale.   8. Prove a fast or large return on investment.   9. Give actual proof of the results of the product or service using real case studies.   10. Have other people give proof of the results.