How to Grab Attention With Persuasive Postcards
If your direct mail piece fails to capture the reader’s attention, it will fail in all other regards, too. No matter how great your copy might be, it will have no effect if readers don’t make it far enough into your postcard to read it.
So how do you make readers pay attention?
One easy way to capture a reader’s attention is with visuals. A picture of a “Just Sold” sign will attract the attention of anyone in the real estate market. The face of a kitten will stop animal lovers in their tracks.
But we’re talking about persuasive writing here, not persuasive pictures. Let’s focus on the words.
Be specific to attract the attention of readers
As a rule, writing that’s specific and detailed draws in more attention than writing that’s vague and ambiguous. So use numbers and specific figures, provided you’ve got them.
For example, based on the following lines from their direct mail postcards, which of the two following realtors would you trust to list and sell your home?
Realtor A: “Over the last six months, I’ve sold a lot of houses.”
Realtor B: “I’ve sold 10 houses within the last month alone.”
It’s a fairly obvious decision, isn’t it? The copy that contains specific details to back up its claims it’s far more persuasive and effective. Instead of simply making a claim, it provides a concrete example of how the realtor is effective at selling homes.
If you’ve got something important to say, be bold
Another simple way to attract attention is by using bold text or a large typeface to make your message stand out. This is particularly effective if you have something important to say that your audience will pay attention to.
Bold text works well for headings, subheadings and calls to action. The more vital the text is for helping readers understand and respond to your offer, the bigger it should be.
Ask readers an intriguing, engaging question
One of the easiest ways to draw in readers is by asking questions. People naturally stop to pay attention to questions, especially if they think the answer is somewhere in your postcard or flyer’s copy.
A lot of the time, changing the format of a headline from a statement into a question is all it takes to capture your audience’s attention. Compare these two statements to see how a small change in wording can make a huge difference:
Statement: “We’re giving away $5,000 in free bonuses.”
Question: “Why are we giving away $5,000 in free bonuses?”
The first is a fairly generic marketing offer – a free giveaway of some sort. For most people that live in major cities and come into contact with advertisements often, it’s the type of message that’s seen hundreds of times per day.
The second is only slightly different from the first, but it creates a hugely different response. Instead of brushing it off as a marketing promise, readers are more likely to think about why the company is giving away bonuses in the first place.
They’re intrigued and interested, and far more likely to read to the end of the flyer or postcard.
There are many ways to attract the attention of your readers, so think carefully and choose the option that best suits your business. Find out what makes your product or service unique, and then say it in a way that encourages readers to pay attention.