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Direct
Mail Copywriting Tip: How to Tackle Your First Postcard Campaign
First time sending out a postcard campaign?
Chances are, you're feeling overwhelmed and unsure-- and that's
okay. Even experienced marketers wonder if their postcards
will be effective.
Is the message right? Are we sending it
to the correct prospects? Will anyone read it? As questions
like these run through your mind, quell the uncertainties
by following this advice.
Remember the reasons why direct mail postcard
campaigns work: postcards help generate sales leads, promote
special offers, introduce a new product or service, maintain
connections with existing customers, and generate new traffic
to your Web site.
Stick with just one
idea and keep the message simple. Are you attempting
to lure new customers? Then use a coupon or special offer.
Don't confuse prospects by also introducing a new product.
You can save this idea for the next postcard in your ongoing
direct mail campaign.
Target the best prospects.
A new vet in town would want to send postcards to customers
of the local pet-grooming salon-- not to people who called
the dog catcher in the past month. Know your target audience
and direct the message to them. And this doesn't always have
to involve expensive focus group research. Sometimes using
common sense helps narrow the target audience.
Keep it clean. There's
always a problem with excessive clutter on a postcard--too
much going on, and the message is lost. Pictures grab attention,
but use them sparingly - to enhance your point, not detract
from it. Worse yet, if the images don't match the message,
the audience will feel confused.
Avoid sounding pedantic
or condescending. Your postcard copy should be warm
and appealing so when potential customers see it, they feel
like you might be someone they want on their team.
Let's use the example idea of drawing new
customers to the local vet's office.
(Image: Dog and/or cat with 2 paws in the
air)
2 Paws Up for Dr. Beam... and 10% off
Your First Vet Visit!
Give your dog or cat the love and care
he deserves at Dr. Beam’s Veterinary Clinic. Save 10%
on a first-time visit!
Dr. Beam is committed to the health
and well being of animals. From routine checkups to teeth
cleaning, you can count on our dedicated staff to help your
pet live a long, healthy life.
New patients enjoy 10% off! Call today.
555-555-5555.
Notice that in the above copy, we've repeated
Dr. Beam's name several times. This is a common ad copywriting
technique to help your brand stick in the mind of consumers.
The copy is straightforward, informative, yet also sends a
positive message which is extremely important.
After you've settled on the message and
images, make sure to proofread your postcard copy. It's always
good to have a fresh set of eyes on your work-- so let a colleague
review it if you fear you're missing errors. Typos and misspellings
cause potential customers to doubt the company.
Finally, your postcard is useless without
the proper contact information. Include address, phone number,
Web site, e-mail address, and business hours so the audience
knows how and when it can contact your business.
If you follow this simple advice, your first
postcard campaign is sure to be a raging success! And as you
continue with your postcard marketing, you can be sure that
you'll grow more confident in your ability to create a message
that hits home and drives business.
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