In Playing Your Cards Right, we examined the different elements of card pack advertising you should consider before becoming a player in the card game. Now let's take a look at how you can create an effective card pack ad campaign.
Explore Your Options
If you've previously received several card packs in the mail before, take a close look at them. You'll probably find a lot of companies that have the same card in each pack. This card must be working for them so examine their cards carefully.
For a card to be successful, it should contain the following:
- Headline
- Graphic(s)
- Sales Message
- Response Mechanism
The standard card should run 3 1/2" by 5 1/2." You'll want a strong headline with nice graphics to keep your potential customer's interest. Use phrases that demand action. New, Free, Guaranteed are strong starters.
A color card will cost a little more but most card pack advertisers agree the response outpulls the extra fee. You can use 2-color, 3-color and 4-color printing.
Attract attention to your headline with color. Your product can be displayed better with color graphics.
Your company's name will stick with consumers by using a color logo. These are just a few of the numerous advantages a color card has over black and white.
Irresistible Offer
You may have an outstanding product. But you may lose leads and sales if you don't have a good offer.
Sample offers include:
- Free Information
- Free Samples
- Free Trial
- Free Gift
- Free Video
See a pattern here? People love anything free. Another way to hook your customer is to inform them there's a time limit. If they know they only have X amount of days or they'll lose out on their free gift, then they're going to pick up the phone right then.
Consumers also want to know there's no risk involved. After all, they're considering purchasing a product they've only seen on a 3 1/2 X 5 1/2" card. It's not like going to the store and actually picking up the product and holding it in your hands. With this in mind, a guarantee, generally a money-back guarantee, will eliminate any skepticism they have about ordering.
The next installment of this series examines the printing process, response and gauging your leads.
