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Ask for next step, not order
The next step these days is often for prospect to visit your website. Thatís a great use for a direct mail marketing postcard: driving potential buyers to a special page on your website (called a landing page) where you give entire dog and pony show and give prospects a convenient way to part with their money, if I may put it that way.
The next step may also be for reader to call you, or to visit your business. Both good uses of direct response postcards. So make sure you say enough, and in a strong enough way, on this side of card to motivate a potential buyer to lift receiver or start heading in your direction. Which brings us to your offer.
Make your offer irresistible
All direct mail pieces should contain an offer. The offer is what you dangle in front of prospects to motivate them to take next step in giving you their business. What you are selling and what your offer is are two different things. For example, using direct mail, banks promote credit cards. Thatís what they are selling. But to persuade you to act today they extend you an introductory and time-limited interest rate of only 2.5% (some conditions apply, of course!). Thatís their offer. Their offer must overcome inertia. And so must yours. Make sure your postcard features a strong offer. For more information on crafting effective offers, read many articles Iíve written on topic, found at my website.
Alan Sharpe is a business-to-business direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using creative direct mail marketing. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com.