Words are more than just letters strung together to convey meaning; words are powerful, living, vital things that create responses in your listener.
Since what you say, who you say it to and how you say it are key parts of designing effective direct mail pieces, you need to know the words that sell.
Naturally, I'm going to share them with you here…
It is vital you get attention fast.
If you don't, your offer will not be read. Here's how to do it:
Brag about the benefits:
An excellent way to get attention - and hence get read - is to boldly give the 5 or 6 key benefits of your product or service. Put the biggest benefit on top and list off the rest in descending order of importance. For example:
How Would You Like To Get…
- Biggest benefit (such as "lower monthly payments")
- Second biggest benefit (such as "higher equity")
- Third biggest benefit (such as "more resale value")
You get the idea.
Make your benefits appealing:
People are interested in things they want. If your benefits are really beneficial to them, they will read your postcard. (And if your list is good and you really know what benefits your ideal customer is seeking they will respond, too.)
Next thing to do is give a very brief explanation of how you can provide the benefits you named.
Contact is key:
Next, persuade them to act by giving them a good reason to contact you. Trust is a key factor here, so begin building yours immediately. For instance, you can offer a testimonial from a really happy customer.
If you have or can give a guarantee, give one. Guarantees take the risk away for the person receiving your postcard.
Make it easy to agree:
Make them an offer that no reasonable person who had an interest in your product or service could easily refuse.
How Should You Say It?
Picture the size of a typical postcard; they're bigger than a business card but not quite a flyer. That's the amount of room you're working with. So words are at a premium and not to be wasted. Urgently ask the people on your mailing lists to order from you or contact you for FREE information about your products and services.
"Now is your chance to take advantage of our special offer. Don't miss out. Call NOW!"
Then follow-up with these two top tips:
Make it simple:
Be sure to explain exactly how to order or contact you for further information.
When you include a guarantee on your postcard, you are almost guaranteed to get a good response - no pun intended.