When you’re doing postcard marketing, you’ve got a small space to make a BIG impression!
The good news is, it doesn’t take much space, it’s about using the space you have for maximum effectiveness. You’ve got a blank space to fill with style and artistry that’s breathtaking and awe-inspiring. You need good copy…I mean…you need the BEST copy!
Defining “best” is the part that’s not so easy. Let’s take a look at a few types of copy and why they’re effective.
- The Plain Jane – Plain copy doesn’t use gimmicks, there’s no flash or sizzle. It simply presents facts and benefits. It may not set your customer’s hair on fire, but it gives them the information they need to make an informed decision, and sometimes that’s enough to get the job done.
- The Storyteller – A story has four basic traits; opening, conflict, dialogue, and solution. A story may speak of a challenge someone faced, and how they overcame that challenge. The moral of the story, of course, is that your product or service was the catalyst to overcome the odds. The story doesn’t have to be dramatic; it just has to tell an engaging tale that frames a need for what you offer.
- The Conversationalist – Conversational copy is written as if you and I are having a conversation. It’s as if we’re at lunch and you tell me you’ve been experiencing some dry skin lately. I tell you I used to have a terrible problem with that, but then I found a great product and my dry skin is a thing of the past. This type of copy can invoke passion for a product, making it quite effective.
- The John Lennon – John Lennon asked us to imagine something very different from the world we understand. It was persuasive and imaginative. You can ask your customer to imagine something, like painless weight loss, or the joy of unwinding on a dream vacation. Ask your customer to picture something, or close their eyes and imagine it.
- Long Copy – While this is not likely to lend itself well to postcard marketing, long copy takes the approach of “the more you tell, the more you sell.” Long copy lays it all out for the reader. It answers their questions before they’ve asked them.
- The Poet’s Copy – Using poetry is a means of presenting an ad in a beautiful and moving way. While it educates and sells, it also elevates the reader with stylish prose. It is a combination of style and selling. If you choose this type of copy, do it well, or select a different style of copy.
- Communications Direct from the CEO – When a CEO communicates directly with a customer, it gives the company a down-to-earth feel that makes the CEO seem approachable and caring. Jeff Bezos often uses Amazon.com’s homepage to reach out directly to customers in a plain and conversational style that presents the facts.
- The Direct Approach – Sometimes copy benefits from just being “frank”. It starts not with the gems, but with the warts. It may point out all the negatives up front before introducing you to the benefits. Honesty and transparency about the weaknesses of a product can build trust with the customer. When you tell them about the bad things, they are more likely to believe you when you tell them about the good things.
- Claims of Excellence – It is sometimes ok to be outlandish. It’s ok to say something could make someone a fortune, is a miracle, or you really can achieve this goal. It’s ok to say something, assuming you can back it up. You could back a claim up with statistics, testimonials, research, or all three. Because this type of copy can appear to be hype, use it sparingly.
- Rejected and Dejected – Rejection copy tries to discourage people from being interested in your product. It conveys the notion that your product appeals to only a very exclusive set of people. This is known as the velvet rope approach. The Amex Black Card is a great example of this type of marketing. It’s reserved for the wealthy and elite and is available by invitation only. The exclusivity is part of the appeal, and this type of copy keys into one’s desire to belong.
Often, great copy combines a variety of techniques into one package. For example, a CEO sends a conversational note about his passion for a product, or someone sends a postcard explaining why certain people will not receive an invitation to dine at an exclusive restaurant.
There is an art and a science to creating good and effective copy, and with a little thought and practice, you can achieve a great and successful balance.
Need help figuring out which approach to take? We can help! Call 877-222-6010 and we’ll take as much time as you need to understand your business and figure things out.