7 ideas for your next promo

Sending out a direct mail or email blast to promote your business? I recently came across these seven ideas to keep in mind when crafting your promotional copy:

1.    Start with your strongest point. For example, if you’re a manager hoping to promote rentals at your resort during the off-season, put yourself in your prospective guests’ shoes. What benefits are most likely to attract their attention? Price must surely be a factor, but perhaps there are other ways to distinguish your resort from the pack, such as on-site amenities or events in the community.

2.    Expand on your benefits. Since the first paragraph should be short, the second should clarify just what the guest will get.

3.    Be specific. If one of your benefits is the local dinner theater, include its name and Web site.

4.    Provide a testimonial. Including a positive comment or two from satisfied customers adds credibility. Let their words serve as your reference.

5.    Add urgency. Limit the offer and tell prospective visitors what they will lose if they don't act now. Once they put your letter down or click to the next Web site, they are less likely to respond.

6.    Summarize your entire offer. Repeat the benefits of why viewers of your offer should move now.

7.    Close with a call for action. What do you want your prospective customer to do? Fill out an online response? Send in the enclosed reply card? Call immediately? Fill in the order blank? What specific step should be taken?

And remember, the bottom line is clarity. Once you’ve finished drafting and polishing the copy, walk away from your desk for a break. When you return, reread what you’ve written as though you’re a prospective guest and this is the first time you’ve seen it. If your proposal is truly beneficial, this seven-step formula can help make it irresistible.