410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

Is It Any Wonder Some of These Postcards Ended Up in the Trash?

Is It Any Wonder Some of These Postcards Ended Up in the Trash?

August 11, 2008

Use dollar amounts to make the savings more realistic

Although this postcard's clean, straight-forward makes it compelling, the headline could be much stronger.

Instead of 'save up to 25%,' use the actual dollar value ... 'Save up to $1,096.25 off your electric bill every year.' It also makes it easier to justify the $499 price.

'$25 off? That's all I get?'

Any homeowner knows that saving $25 off of a project isn't much money. Make sure that the discount is compelling enough to make it a no-brainer for your prospects. It has to be more enticing. If the discount varies by the type of job, create a tiered discount offer like the one below. Structure the discount based on the amount of money the prospect spends. That's the only thing I like about the postcard below.

Keep it simple!

What's the first thing that stands out in this card? The discount. So now we know that the best thing this company can say about its work is that it's the cheapest. Ugh! What's the next thing you notice? It could be just about anything; the dogs, 'free estimates', 'Best of Baltimore' endorsement, the BBB logo, the phone number ... and that's my point. There are too many messages. Simplify. Focus on just ONE benefit, especially with the limited space in a postcard.


'Why should I do business with you?'

That's the big question your prospects are asking every time you send them a promotion. On the front of the card, it simply says, 'Talk to us before you buy!' Why? Why should a prospect talk to you? Do you offer better prices? Do you offer better quality? Are you going to save a prospect money? Then prove it and give your prospects a reason to believe you. What can you do that someone else can't? What's your Big Zig?

That's easy to answer in this case: They don't have one. In fact, the company suffers from menu-itis. Simply listing all the things you do doesn't tell a prospect what you can do for them. Tell your prospects how you can make their lives easier or better by giving them a clear, compelling benefit. Review your materials for menu-itis and simplify your promise.



'The single - soucre for all your insurance needs' - That's the best headline the creative department at Nationwide could come up with? Who cares if I have one source for insurance. Is it going to save me money? What's the benefit? Your prospects want to know right away, 'What's in it for me?' Here's a stronger headline, 'Save up to $632 right away when you simplify and consolidate your insurance needs.' It's urgent, unique, ultra-specific and speaks to prospects.