The businesses receiving it already know the retailer but are doing business elsewhere (particularly at a "big box store" competitor).

Office Supplier Postcard Campaign

Both barrels, please.

Thanks!
Scott

Hi Scott,

That link is dead.

Confusius say, "When posting make sure worky linky."

too many https

Office Supplier Postcard Campaign

Scott--not a bad first start...although side two is a little too busy and squished for my tastes.

Read this article from a fellow board member. Great advice that addresses the issue of usp http://www.copywritersboard.com/memb...t-product.html

I think the offer is pretty weak actually.

Instead of trying to win accounts using a cheap post-card sent to prospects that probably spend hundreds if not thousands a year with the big boxes do a real sales letter from the owner of the office supply store to the person responsible for buying those products. I would send it in some sort of exciting packaging and I'd include a nice bonus.

A post-card that promises:

1. Low prices
2. Free delivery
3. Expert customer support

Is about as weak as you can get. I wouldn't even waste my money sending it out.

there must be a single clear offer on this, but there isn't.

It's no good

How about:

We will pay you $100 to try us for your next order instead of Staples
No gimmicks. No minimums. No catches.


Or:
This flashlight free when you try us for your next order instead of Staples.
(Picture of a really nice flashlight) $25 value.

Thank you all for your candid advice... very helpful!

Here are some of my thoughts on the card:

A) It's aim is to get businesses to call for a quote. (Or that's what it's supposed to be, anyhow.)

B) Many businesses just assume Staples will have the better price and don't bother considering anyone else... "reason to call" #1 is telling the reader, "no Staples does not have the best prices, call and see, you will save money". Isn't that benefit enough to motivate a call?

C) Staples does not do deliveries ("reason to call" #2), isn't the time-saving convenience of free delivery a significant and unique benefit?

D) One of the things customers of my client like best about doing business there is the personal contact with people who know their name, who will take the time for a little chat and are part of the same small business community. (Local population is about 25,000.)

That sense of personal connection, I thought, was unique compared to Staples and is what I tried to get at in "reason to call" #3. Using first names I thought was a helpful way of showing this "personal connection" difference.

The client is a friend and has very little money to spend in marketing.

Sending the card to around 200 businesses will cost about $200.

How successful would it need to be show the client it was a worthwhile effort? Just one new customer could make that difference...

I'm not trying to talk myself into something that just is not going to work... but with a tiny budget it's my best shot so far...

A single pen in the offer does seem a little skimpy... that should be a box of pens, for sure.

If you have any other thoughts on the card or on other ways to work with a tiny budget I'd love to hear them.

Thanks again everyone!
Scott

btw, I did read that post by Barry Densa on USP... it's excellent... maybe I am still sounding just like the client he described?

Hi Scott

My first impression is that I have no idea who you are or what you're selling. It's not until I get to the very end of the back of the postcard that I figure out you're selling office supplies. Most people probably won't get that far...

Your headline is generic and could be used for 1001 other products/businesses/services.

Price isn't as big a deal as you'd think, I'd lead with a unique benefit. If your competitor doesn't do delivery and that's important to your customers then that could be ok.

Scott do you or the business owner have any idea what the lifetime value of one customer is?

I think if you did you probably wouldn't try to get out there with the least expensive direct marketing piece on the planet. I think a post-card is a fine follow up piece but for an introductory piece I don't think it's a good choice.

As far as the benefits...
1. Price
2. Delivery
3. Personal service

Gee how many small businesses are trying those every single day and failing miserably?

BTW my Staples does free delivery-- just sayin.

Your office supply business client needs more than that. They need something that really separates themselves from the competition. They need to dig deeper. Some possible differences?

1. Free coffee/tea.
2. Free same-day delivery.
3. Quarterly gifts.
4. Free seminars bringing in business experts to speak.
5. Monthly print newsletter.

There ya go.