Question

Topic: Copywriting

Postcard For Small Candy Company-drive To Website

Posted by Anonymous on 6/4/2008 at 1:46 PM ET 50 Points
Working with a small candy company in a tourist area that has a small snail-mail mailing list of mail-order customers.

Traditionally has printed a 4-color catalog to mail - but wants to shift customers to buying from their website instead.

They want to produce a 4x6" postcard, full color one side, B&W other.

The photo for the color side is where we need help. We want a photo/graphic that has a great interrupt value - a purple cow if you will.

We have been kicking around a couple of ideas, but felt we need some outside creativity.

We also need some help with ideas for the offer - compelling enough to get them to visit the website as soon as they get the card.

Thanks,

-- Mike
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RESPONSES

  • Posted by Levon on 6/4/2008 at 4:06 PM Accepted
    A purple cow artistically imposed on a blue sky raining candy sounds traffic stopping. I would replicate the image with large posters to parallel your card campaign.
  • Posted on 6/4/2008 at 5:12 PM Accepted
    If a good chunk of sales come from the catalog, something that the company depends on, you should be prepared that you will lose a portion of the sales that normally came from the catalog. In other words, not all catalog buyers will shift to ordering from the computer.

    Next, I would still focus on promoting a product, something new or something popular, or a special discount for first time web orders.

    Getting attention is not the same as getting someone to buy something.

    Lastly, I would check into this company's color printing pricing. https://tinyurl.com/38t5d3 I use them for almost all my postcard and color printing needs.
  • Posted by Jay Hamilton-Roth on 6/5/2008 at 9:13 AM Accepted
    Show close up, an inside section of one of their candy boxes - something that looks like you to reach out and pop the candy in your mouth.

    Show the previous catalog cover, but morphed into a (mouth-watering) candy bar.

    Depending on your price point, everything from free shipping, to chance to win a candy (box) of the month (for a year), to % off, to free candy, etc.
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