When doing postcard advertising, a special offer can be the magnet that attracts a new customer. So don’t take the easy way out and simply offer a percentage off. That usually won’t work for two reasons.

First, you are asking the customer to do math. Your ad shouldn’t be a homework assignment. Second, unless you include the regular price, the customer won’t be able to determine if it’s a good deal or not.

By the way, your special offer doesn’t always have to be a discount. Sometimes you can add value by creating a package deal which can also increase the amount of the sale.

Special offers are the key to generating more response from your direct mail advertising, so take your time, be creative and generous.

Always honor your special offers with a smile and don’t measure the success of your campaign by one discounted transaction. Consider the future sales and referrals that can be generated from a new customer.

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