Consider examples from the three markets mentioned above:
For homeowners, consider a targeted seasonal message. See Figure 1 above.
For business owners, explain how clean carpet will help them win business. See Figure 2 above.
For real estate agents, appeal to their desire to quickly sell houses. See Figure 3 below.
To learn what NOT to write in body copy, see “Avoid clichés … and all costs” in the sidebar.
Don’t delay!
Once you have a headline and supporting body copy, finish the postcard with a call to action, add a strong guarantee, and possibly include a testimonial or two.
The homeowner card could finish with:
$45 Post-Holiday Savings Package!
Save $20 on our Clean-for-Health carpet-cleaning process!
Save $10 on pet odor removal services!
Save $15 on upholstery cleaning!
Savings Expire on (choose date). Call TODAY! (give phone number).
Risk-Free GUARANTEE! "You Won't Pay One Cent Until You're 100% Delighted!"
Close the business postcard with an offer that expands on the theme of the body copy, such as:
Why You Need ABC Carpet Cleaning To Clean Your Carpet!
Example 1
1) Free of charge, we will thoroughly inspect your carpet and give you a written quote. There are no hidden fees or surprises!
2) Your carpet will be deep cleaned, dry and back in service when you need it. We take the hassle out of carpet cleaning!
3) RISK-FREE GUARANTEE — You Will Be 100% Satisfied With Our Work, Or We Work for FREE!
Example 2
Bonus Reason To Call Now! $100 in Discounted Services!
From our already competitive prices you will save an additional $25 on carpet cleaning; $25 on upholstery cleaning; $25 on desk divider cleaning; and $25 on stain guard application. Call Today! (give phone number)
Both of these cards close with offers on multiple services. This is a great way to promote all of your services.
Offers you can’t refuse
There are many different ways to write offers. Review all the direct mail you receive –– take note of the offers you like and use them as models for your postcards. Don’t forget to add expiration dates!
Close the real estate postcard like this:
FREE Realtor Kit!
Your Free Realtor Kit contains everything you need to put ABC Cleaners to work solving your carpet problems. You’ll receive gift certificates to give to your clients, a Homeowner’s Carpet Checklist, complete information on all services, and a Realtor’s Discount Coupon for your personal use.
Put our carpet care experience to work for you. Two ways to get your kit –– Call (give phone number) or Fax your business card to (give fax number).
The real estate card’s objective is to generate leads for referral relationships — and each agent who requests a kit has, in effect, asked for help solving carpet problems.
In addition to building referral relationships, postcards work great for service reminders, mini customer newsletters, “thank-you” cards, gift certificates and as coupons.
(For tips on designing a postcard that works, see “What’s your design?” in the sidebar)
Create camera-ready artwork
After selecting the card’s size and deciding what goes on both sides, get the card ready to print.
You can either take your copy to a local printer or graphic artist and have them create camera-ready artwork based on the layout you selected or create the camera-ready artwork yourself. Camera-ready artwork is simply your postcard completely designed and typeset.
Many desktop publishing programs make this job quick and easy. Microsoft Publisher is available at computer and office supply stores for around $120.
Publisher’s postcard templates and clip art libraries make designing postcards possible for even a novice computer user. Plus, when you publish postcards on your own computer you have the option of printing them right from your desktop.
(To choose the right postcard size, see “Fit to Print” in the sidebar)
Prepare to print
There are basically three choices for printing:
· From your desktop
· Use a commercial printing service
· Use a mail house
For
desktop printing, most laser and inkjet printers will accept card stock that is readily available at office supply stores. Card stock is heavy paper (usually 65 pound) that is available in many colors and meets the post office’s mailing requirements.
Advantages to desktop printing are that you can print small quantities quickly whenever you need cards. Full-color printing is an affordable option. You control the entire process — from conception, to creation to printing.
Disadvantages are the time involved, high expense of ink or toner and printer maintenance. You will also need to trim the cards to size and invest in desktop publishing software.
National chains, such as Kinko’s, CopyMax and Staples, and privately owned print shops offer a variety of sources for
commercial printing.
Most of these printers will set-up your postcard for printing at a nominal fee. You can also take camera-ready artwork created with Microsoft Publisher to a commercial printer and save the set-up fees.
Shop at least three printers in your area for prices on standard and jumbo postcards printed in the quantities you need.
Commercial printing advantages are that you don’t need to buy and inventory card stock. You save wear-and-tear on your desktop printer and have professionally printed and trimmed cards.
Disadvantages are the high, per card cost for small quantities. There are possible set-up fees and full-color printing is costly.
A
mail house is a one-stop service. They will set up, print, address and mail your postcards. (Some commercial printers also offer mailing services.) Mail houses are listed in the Yellow Pages under mailing services.
Mail house advantages are that it’s a one-stop service. Walk in with your postcard design and mail list (usually on computer disk), tell them your mailing date, choose a card stock — and you’re done.
Disadvantages are that you may need to mail in significant quantities. Your cards will be mailed with a bulk mail indicia, not an actual stamp.
Mail, man
To mail your cards you will need an address on the card and postage affixed.
If you use a mail house, they will either apply address labels or inkjet the mailing address onto your cards. If you print your own cards, or have them commercially printed, you can either mail merge your mailing list onto the cards from your own computer or print mailing labels and affix them to each card. (This is where you need your database.)
A mail house will affix the postage for you. Whether you print your own cards or get them from a commercial printer, you need to affix the postage, whether with an actual stamp or a bulk-rate indicia.
There are some advantages to real stamps:
· Unlike a bulk-rate indicia, stamps aren’t associated with junk mail
· When you use a stamp, the post office returns undeliverable cards allowing you to maintain your mailing list
· Mail with a stamp is more likely to be delivered than bulk-rate mail
Mailing large quantities may not be possible, however, without the discounts bulk mail offers. Consult with your mail house or post office to compare the savings realized with bulk-rate.
Unless the savings are the only way to make your mailing affordable, use real stamps.
Randy Grosse is the owner of Randy Grosse Marketing (RGM). Randy has been writing marketing materials for carpet cleaners since 1981. RGM publishes The Carpet Cleaner’s Postcard Marketing Library CD, a collection of 90 easily customized marketing postcards. Randy can be reached by phone at (608) 831-9023, or by e-mail at rgmarketing@compuserve.com. Additional information on using marketing postcards is available on the Web at www.PostcardsForCleaners.com, or by recorded message at (800) 798-6989 extension 677.
