Posted on July 5, 2016
How many times have you heard me talk about the importance of repetition in your postcard campaigns?
A hundred? A thousand?
I know I sound like a broken record, but I can’t say it enough! You simply HAVE to hit your prospects with your marketing repeatedly for it to be effective. Why do you think you see the same TV commercials over and over? (Because they know repetition works!)
BUT:
Repetition is one of TWO things so many business owners struggle with.
The other one is a little trickier, but it’s INCREDIBLY important…
It’s benefits!
You’ve heard me talk about this before, too, and maybe “benefits” sounds a little abstract.
So I’m going to explain what benefits are, why they’re so effective and how to use them on your postcard.
First things first:
Let’s look at Merriam-Webster’s definition of “benefit,” as it applies here:
Benefit (noun, from Anglo-French benfet and Latin bene factum): a good or helpful result or effect
Benefits are what your prospect gets as a result or effect of doing business with you.
But…
Many business owners fill up their postcards with features (Merriam-Webster definition: an interesting or important part, quality, ability, etc.).
Features are nice to have, but they don’t tell your potential customers what’s in it for them. If they don’t see RIGHT AWAY what they’re going to get out of it, they won’t even bother to read your postcard!
It’s all about seeing things from your prospect’s perspective, and really spelling it out.
Some examples:
Feature: Low interest rates (that’s what you offer)
Benefit: Lower monthly payments (that’s what THEY get)
Feature: Flexible hours (what you offer)
Benefit: Appointments at your convenience (what they get)
Feature: 1,000s of RVs to choose from (what you offer)
Benefit: Find the perfect RV for your family (what they get)
See the difference?
Figure out 3-6 benefits of doing business with you, then list them on your postcard, starting with the biggest benefit, then in descending order of importance.
Then, if you want your postcard to really pack a punch:
Be specific: Explain (briefly! You don’t have much room) HOW you will deliver those benefits.
Establish trust: Give them a reason to believe you! Include some form of social proof — like a testimonial from a happy customer.
Eliminate risk: If you can offer a guarantee, do it! This takes away the risk of trying out a new business (yours).
Make it easy to say yes: Make them an offer that no reasonable person with an interest in your product or service could refuse. Your prospect should perceive it as very valuable, but it shouldn’t cost you too much.
Create urgency: Put an expiration date on your offer, or indicate that supplies are limited and that they should act NOW.
Make it simple: Your call to action (CTA) should tell them exactly how to order your product or service or contact you for more information.