Do you know what the 30 most important seconds of your direct-mail campaign are when it comes to your postcard text?
That’s right! It’s that crucial period when your reader gets his first look at your message. In those brief 30 seconds (at most) he either decides he’ll read on (still with no guarantee of action, though) or he’ll toss it the card in the trash.
Which is it going to be?
And how can you ensure that he’ll hang on to it?
No one can say with extreme confidence that if you as the mailer do A, B and C that he, as the reader, will keep on reading. But there are several steps you can do to increase the odds that those crucial 30 seconds move in your favor.
1) Make it memorable.
Do what it takes to make your copy and your postcard stand out. One writer has called this the purple cow effect. When you drive in the country you’ll pass cow after cow. And every single one of them is black and white, brown or some variation of that. But when you pass a purple cow, you’ll stop your car and say “Wow!”
You want your mailing to be the “purple cow” of direct marketing. That may mean you take the idea of personalization to a whole new level. Instead of typing out a long letter, use a black felt pen, write a quick “personalized” note and then get it reproduced at you local office store on card stock. Guaranteed your postcard will stand head and shoulders above all the others out there. Poof! Instant purple cow.
2) Make your offer convincing.
You can be that purple cow, but if your offer fails to convince your reader of your sincerity and the effectiveness of your firm, it won’t mean a hill of beans (or even a hill of purple cow dung!). So once you’ve decided how you’ll be memorable, decide exactly how you’ll be convincing.
3) Remember that enthusiasm is contagious
You’ve probably heard me talk about this before. But it’s so true and so essential, I just have to mention it -at least briefly – again. If you can’t write with enthusiasm about your service, don’t expect your customers to feel any enthusiasm for it. And if they aren’t stirred -even a little – they’ll never pick up that phone to call you for more information.
That’s a tall order to fulfill in the first 30 seconds of a mailing. But among the various elements you’ll use – the headline, the P.S. and well-placed and well-written sub headlines, you can discover that 30 seconds is long enough to keep ‘em reading.
Yes, you can get your reader’s attention in this short of time. And once you have it, then you can knock their socks off with your valuable – indeed, one-of-a-kind – service.
Go ahead. Go be the purple cow of direct mailing!
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