While your phone number and website are vital, your customers will find them wherever they are in your message. Just make sure the information is legible and in a logical place. If you are addressing a postcard, it’s best to have your address at the top of the layout. If you have the address in the middle of the card, the Post Office scanners have the tendency to get confused and you may get your card delivered back to you.
On the average, if your message is more than two sentences, it’s too long. Really. If you’re offering a special and it takes more than three sentences to explain the deal, it’s too complicated. Trust me on this one. Some of our best and most generous offers have languished because no one could figure out what we were talking about. Think of your message as marketing haiku: distilling the essence into a rigid form to create something powerful and indelible. Okay, that may be a bit much. I just finished breakfast and I’m feeling the protein. If you do decide to do something complicated like offering a lot of specials during the holiday season (maybe several different gift certificate packages), consider asking your clients to call to find out what they are. This gives you the chance to talk to them, which always helps sales. Maybe give one special as an example and then encourage them to call for more: “Buy two one-hour gift certificates, get a third free. Many other specials are available. Call to find the right one for you.” (That last sentence is the call-to-action.) If you are moving, changing focus, certified in something new, or reminding clients you exist, keep that message simple, too.
Call to Action
This is where most of us have difficulty. I am here to tell you that no matter how great your offer or information is, you will get more response if you tell your clients to respond. I know. It feels like you’re bossing them around. It feels like you’re treating them like idiots. I know. But a gentle prompt will make it more successful. You often suggest that your clients drink water after a session and then you give them a glass of water, right? This is the same thing. Yes, you can be too direct and car-sales-y. And you can also not be direct enough. Finding the middle, comfortable ground takes practice. Say your call-to-action out loud to yourself, say it to a friend. Pick something that sits well with you. I like the calls-to-action that have a benefit worked into them:
Call soon to make sure you get the appointment time you like.
Contact me this week and I’ll mail the certificates to you or to your giftee.
Make an appointment soon and I’ll add on a 15-minute [whatever your new product is] demonstration.
Okay, this is a lot of stuff for an entry where the theme is “keep it simple.” But we all need examples, yes? Speaking of examples, please share your successful calls-to-action below in the comments section, for the benefit of your fellow practitioners. Thanks!