First Postcard

[farmhand]

Hi folks! The farm I work for has recently introduced a new line of Organic duck. The target market is high end restaurants ($50/plate and up).

In an attempt to boost sales I sent out 300 4x6 postcards from premiumpostcard.com. That was before I found this forum and discovered that I did things all wrong.

My list is fairly targeted; only restaurants that I picked out by hand. There are only 650 more potential customers in our region so my next mailings really have to work.

I believe our product's benefits are:
-best tasting
-wholesome, healthy (raised naturally, no chemicals, growth hormones, etc)
-exclusive, nobody else offers an Organic duck that we know of.

According to the forum I need to get rid of the 10% and offer something free. Such as, Free duck with purchase of seven, or Free shipping and handling on first order.

Here are a front and back view of the postcard. I would appreciate any pointers.


Regards,
Brent

EDIT: Thanks!

FRONT OF CARD



BACK OF CARD

[Logan]

Hi Brent, welcome aboard

We have some restriction in place to prevent spam, until members get established with more posts. We can get your image added though. For now, if you include the urls - but leave out any http:// or www.

Once you have done that, I will go in and edit the picture url so all can view it.

[torka]

"Free stuff" is great, but you know, if I were a restauranteur, with their typically tight margins and all, I wouldn't turn my nose up at a discount, either.

--Torka

[Logan]

For starters, test... test ... test. Consider A/B testing more than one mailing, also realize that these people probably get many mailings - so multiple mailings and/or direct follow up may be needed to get conversions.

Regarding the offer, brainstorming a bit - and maybe a stretch, but hopefully it will get some juices flowing. What about an offer that you (or your company) wine and dine them. Of course the main course would be your product?

Not sure how you would do it, as you don't want to bring them in to a competitor. Logistics would have to be worked out. But they might enjoy that, since they are often the ones cooking/entertaining others - plus you could provide an expert presentation of the product.... plus have face to face time to talk with them. That's one way I might start consider to take an approach that sets you apart and reinforces what you are trying to accomplish.

[Dale King]

Hello Brent:

The biggest problem I see with your postcard is the prominence of your company logo. It's the very first thing you see. That's a definite no, no, unless of course, you're a nationally recognized brand like Coca Cola or McDonalds.

Reduce the size of your company logo and make your offer the most prominent part of the postcard. For example, use a compelling headline on the back of the postcard...a headline that grabs the reader by the eyeballs and answers the question, "What's in it for me?"

And yes, you definitely want to use the word "FREE" whenever possible.

Dale King

[mattsweb]

I'd agree with Dale King in saying that the text should focus on the benefit to your target audience. Instead of listing the features of your product (all-natural, minimally processed, USDA inspected...) and your company's information (logo, certification, location...) describe the solution that your product provides.
If you feel that your organic duck will meet the restaurant's need to cater to health-conscious customers, you could say something like "respond to the current trend toward organic meals by offering your customers the finest all-natural duck available" or "increase your reservations and referrals by offering the hottest trend in high end cusine - fine organic meals"
If you can figure out what these restaurant owners are worried or concerned about and how your product fits as a solution, your pitch should show the outcome of choosing your product. The rest of your information should be minimized or eliminated to reduce clutter.

[zoobie]

to the forum, Brent!

What Dale King says is right.

You'll learn a lot of things here. Keep posting!

[market queen]

HI, Brent --

You are getting all sorts of good advice. Let me add my two pennies' worth.

I have owned my own business for over 27 years. Postcards don't work! They get pitched in the trash on the way into the house from the mailbox! My motto is; effective advertising isn't expensive...it's priceless!

I have been doing full-size color greeting cards. It's amazing the results they bring, and they can be quite affordable, too. People are excited to receive what I call "fan mail" and they get opened and read. Isn't that the point of all advertising anyway?

Good luck!

Betty

[Crimson Fox]

Here is something to think about. If you are going to be hand picking your customers, why not just call them directly. Sell your offer direct to the produce manager and direct them to the website for further details. The cost of the call will most likely equal the cost of the postcard and the personalized marketing is far more likely to gain a customer. The only thing you will be adding to the cost of your campaign is time spent on the phone.

Don't try to be too forceful in your sales pitch, but a friendly straight forward offer work well. If they are too busy to talk offer to call back at a more convenient time.

Others may disagree with this technique, but I'd be interested to hear the alternative.

Good Luck

[farmhand]

Thanks for all the replies. I really appreciate it!

Here are my first headline attempts:

-Meet the growing demand for healthier cuisine, offer Organic Duck.

-Organic duck, the "no compromises" solution for the patron who demands incredible flavor and high nutritional value.

-Organic duck is the "no compromises" solution for your health conscious patrons. Fabulous flavor Nature's way.

-Expand the variety of your healthy entrees with organic duck. Fabulous flavor without the guilt.

-Healthful and flavorful, organic duck is the answer for your health consious patrons.

I also believe our Organic Duck is a benefit to restaurants simply because it is the best tasting duck availble. Its also the most expensive. I just can't seem to write it.

I need to sleep on it.

Regards,
Brent