How NOT To Do Postcard Marketing
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How NOT To Do Postcard Marketing
Here’s a great example of what NOT to do with a postcard. Postcards can be a very affordable and effective direct mail piece - done right.
By: Tracy Needham
Here’s a great example of what NOT to do with a postcard. Postcards can be a very affordable and effective direct mail piece - done right.
By: Tracy Needham
Or even mostly right. This one, however, is nowhere close.
There’s…
- NO headline to get your attention
- NO problem or solution being addressed
- NO real offer being made
- Nothing to build credibility with anyone who hasn’t heard of them before
- And A LOT of wasted real estate
But perhaps most important is there’s no reason why you should call them instead of all the other pizza chains in the area except a logo that mentions being the original flavored-crust pizza.
What do they mean by flavored crust pizza? Without any other info, I could easily see a parent dismissing it as too “risky” for their picky eater or something else for siblings to fight about.
After a quick peek at their website, you see just how much they’re missing the boat here.
Their pizza is made fresh daily on site. They also offer baked oven subs and salads. Last I checked, none of the big chains delivered salads-which I imagine is a big selling point for many parents.
Of course, the lame “Current Resident” address and postage indicia aren’t going to win them any response points either.
But they did do two things right…
- There’s contact info (you’d be surprised how often people forget this!)
- And there is a call-to-action, although it’s a weak one
Still, with all the other important elements missing, they’ve thrown a lot of potential business away.
There’s…
- NO headline to get your attention
- NO problem or solution being addressed
- NO real offer being made
- Nothing to build credibility with anyone who hasn’t heard of them before
- And A LOT of wasted real estate
But perhaps most important is there’s no reason why you should call them instead of all the other pizza chains in the area except a logo that mentions being the original flavored-crust pizza.
What do they mean by flavored crust pizza? Without any other info, I could easily see a parent dismissing it as too “risky” for their picky eater or something else for siblings to fight about.
After a quick peek at their website, you see just how much they’re missing the boat here.
Their pizza is made fresh daily on site. They also offer baked oven subs and salads. Last I checked, none of the big chains delivered salads-which I imagine is a big selling point for many parents.
Of course, the lame “Current Resident” address and postage indicia aren’t going to win them any response points either.
But they did do two things right…
- There’s contact info (you’d be surprised how often people forget this!)
- And there is a call-to-action, although it’s a weak one
Still, with all the other important elements missing, they’ve thrown a lot of potential business away.
Tracy Needham, founder of Compelling Communications, LLC, helps small business owners boost their business through compelling copy and marketing strategies that make the most of their time and money. Sign up for her FREE Special Report: The One Press Release You Can Write to Get Thousands of Dollars Worth of Free Publicity at www.compellingezine.com.
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