There is no question that, in order to drive leads and make sales, your postcard copy has to be great. But “great” is relative, rather than absolute. Some of the following styles may be effective for a certain industry but not for others (Then again, sometimes you might want to throw your audience a curveball….).
We hope it gives you some ideas of how to strengthen your own copy.
1.) The Velvet Rope
“Velvet rope” copy means positioning your product or service as being for the exclusive, like actual velvet rope outside a swanky nightclub holds back the “little people” while allowing VIPs to enter. Using this approach in your copy (when your postcard is sent to the correctly targeted audience) creates a feeling of inclusion. It got snob appeal. But it can also work on a less qualified public, as it plays on their desire to be in that group.
2.) The Best
If your company is indeed the best in your market or industry, then don’t be bashful. Tell your customers and prospects you’re the best…but back it up with proof: awards, statistics, testimonials—or all three, otherwise your marketing efforts are nothing but hype and will be duly disregarded.
3.) Corner Office
Getting a direct, down-to-earth communication from the owner or CEO of the company can make the recipient feel a little bit important and it makes the executive seem like a regular guy or girl. As long as it’s written in plain language (not “corporat-ese”), it can give the recipient a bit of that warm ‘n fuzzy feeling for the company.
4.) Nothin’ Fancy
Sometimes, just telling your customer or prospect the basics—what it is, what it does, the benefits, etc.—is enough to generate interest. Skip gimmicks. Skip flash. Nothin’ fancy copy means giving them enough information to be able to make an informed decision.
5.) Case Study
With case study copy, you set up a story about one of your customers. Describe their problem or challenge. Tell how they overcame it. Include some quotes from them. Obviously, you will position your product or service as having been the thing that solved their problem.
6.) Two People Chatting
This is another way of saying “conversational” copy. Write it as if your customer or prospect is a friend that you’re having a casual but somewhat intimate conversation with about whatever troubles them. Show them that you understand. In an easygoing way, come around to how your product/service solves it.
7.) The Disclosure
Telling your customer or prospect up-front what the potential negatives of your product or service is, before introducing the benefits, can actually get your customer’s or prospects’ trust because the honesty makes you transparent and authentic to them. They believe what you say about the downside and this produces continuing agreement when you tell them about the benefits.
8.) Imagine That
With this style of copy, you ask your customer or prospect to imagine themselves in a different situation or condition. It could be something better, such as greater wealth or health, or it could be something worse, such as imagining yourself facing the same hard circumstances as the less fortunate in society (as used by some non-profits).
9.) Like a Poet
Poetry is aesthetic. It’s beauty and people respond to it. This one isn’t for all businesses but those who do it well can get their message into the poetry, educate the customer or prospect and create an enhancing experience that is reflected in interest.
If you want put some new copy log on to www.prospectsplus.com/pei where you can design your next postcard with our custom templates or upload your own design to produce stylish, professional results.
If you feel like you need some help figuring out which style of copy to use, call Opportunity Knocks at 1 (866) 319-7109. Our design and marketing pros will work it out and create great-looking, highly effective postcards (They can help you with the list and mailing, too.).