Including offer in marketing campaign?

[Dylan Osmon]

I just listened to @Brandon Turner webinar this week "How to Find Off Market Deals". I really enjoyed the content in it. There was one segment that really caught my curiosity. It was when he was going through his mailer he sends out. He was making a point on making it personal and how sellers like selling to people they like. He went over how his mailer had 2 offers in it!

Do we include an offer on our marketing campaign?

This is a foreign concept to a newbie like me who can't fathom making offer without seeing the home first. After enough analyzing, I am sure I will get to the point where I can make a sight unseen offer. 

So is this strategy of including an offer with marketing for everyone or should someone with more experience do it. To do something like this, you better know your market really really good. I couldn't find many articles on this, I'd love to hear if this is common or not. 

What do you think?