January, 2010
Happy New Year!
Want to make your
marketing budget go further in 2010? One thing you can profitably think about
is the lead-generating power of direct response.
Just before Christmas I
received a postcard asking me to renew a membership subscription to my local
sailing club.
The first thing I liked about
it was receiving a postcard and not yet another email. (By the way, money spent
on a renewal reminder postcard is well worth it for a small sample size with a
big passion!)
The front of the postcard
showed a fleet of dinghies gliding across the water at sunset. On back, layered
beneath the copy, was a close up of a father and son at the helm.
Here’s how the copy ran:
"Share a pastime
that can last a lifetime – renew your club membership today and sign up a
family member for FREE”
Set sail together! You
never forget your early sailing experiences, do you? Now it’s your turn to take
someone sailing and build memories that will last a lifetime.
Don’t miss the boat!
Renew your membership today and a family member gets a FREE first lesson and a
£10 voucher to spend in the club shop – just the start they want .Offer open
until 31st January 2010.
RENEW YOUR CLUB
MEMBERHSIP TODAY
·
Purchase
online at www.sailclub.com
·
Visit
the club at…
·
Call
0866 789 67676 to renew by phone
So what does a sailing club membership
renewal have to do with B2B lead generation?
Here’s what:
·
The image of the
dinghies grabs my attention right away.
·
The headline invites
me to do something: “Share” my passion. It also makes an offer appealing to my
self-interest. It drives me into the piece.
·
The copy gets
straight to the point in the lead. The selling idea (“Set sail together”) stirs
up good feelings in me.
·
I agree with the
writer. I know exactly what learning to sail is like! It brings a smile to my
lips. I’m engaged.
·
I can’t resist the
offer.
·
I know exactly what
to do next.
It’s simple, clear, and above all,
single-minded. “Renew your membership today!”
There are a few effective design
touches too. The sunset image on the front stirs my curiosity. And the
background image of father and son tugs at my heartstrings. Pictures of
children, copywriting legend David Ogilvy tells us, always work.
Make your budget go further in 2010.
Increase response rates, improve lead quality, speed up your online
conversions, keep prospects on board throughout the buying process, and hit
campaign metrics…
Want to engage more prospects and bring
in more leads this year? Why not contact me for your email, direct mail, web or
other copy? Call me during office hours on 020 8943
2472, and I’ll be delighted to help.
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