When it comes to written content in promotional postcards, you want only
one main result. Customer Action! You don't want your postcards to just
inform people you exist or that you offer a particular service or product. In
every mailing, always give a reason and a method for responding. Always
ask for some kind of action. You don't have to be pushy, but your offer
should be enticing.
To re-emphasize what you've already learned, keep your message short.
Postcards are for lead generation. They should not give every detail of your
services and/or products. They should make your audience want to contact
you for more information, either by phone or email.
List up to three main benefits of your product/service. The most important
benefit on the top of the list, and the rest ascending down. In addition, if you
place a deadline on your offer, you will create a "sense of urgency," making
it even more irresistible. Here is a quick idea of the written content for a dentist
attracting new patients. The postcard is being sent the 1st week of June 2007.
(Bold Headline): Smile Like You Mean It • Teeth Whitening - ONLY $199
(Sub Heading): Offer expires June 30, 2007
(Sub Heading): CALL NOW! 800-555-5555
(Smaller Type): Name & address of office
You want to attract attention fast. You will have only a few seconds to get it.
Some other effective approaches to consider:
• Offer a short testimonial from a previous customer
• Offer a Guarantee and stand by it. "The Lowest Price In New York - Guaranteed"
will make people react. "My Product For a Fair Price" will make people fall sleep.
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