Stale bread is the best thing on earth…if you’re a duck that is. If you’re like the rest of us homo-sapiens, stale bread is worthless and instead a waste of money. Have your marketing offers become stale? If so, go feed them to the ducks! Because they are of no value to your company.

The offers that are produced by your marketing team may become old and moldy real quick if they are not of value to your buyers. The process buyers use to evaluate you change over time so make sure you continue to refresh your offers. Here is a simple recipe to make sure your marketing offers stay fresher longer and that people will actually eat them.

Step One: Go through your cupboard and check to see which loaves of bread are stale. You can assess your offers by answering the following questions:

• Where do we have offer gaps to fill?
• Do any offers need enhancements?
• Are there better offers out there?
• How do my offers fit for various messaging categories, product types, verticals, environment, and geography?
• How do your buyers get to know you?

Step Two: Seek recommendations on the following. This is like adding yeast to your bread! Without this important ingredient your efforts will fall flat.

• Headline revisions
• Compelling abstract
• Relative points with a quantified case
• Action provoking statements
• Layout structure
• Age of offer

Step Three: Build a plan that will make the communication with a prospective buyer flow easier and lead to a sale.

• Connection of offers having similar message categories, product types, verticals, etc.
• Sequencing of offers for each message category, product type, vertical, etc.
• Documented case studies of successful offer deployments by sales that shortened the sales process
• Offer merchandising rules to keep offers fresh