Hi folks—

Whether you personalize through Natural Touch Marketing or a competitor or you print cards yourself, you need to think about your message very carefully.

When I was on the phones, I loved getting orders for personalization layouts. They gave me a chance to help hone your message to your customer. Here’s the basic information I would go through with each of you (some of you may find this familiar).

You should try to have only three parts in your message: contact information, a brief message and a call to action.

Contact information. While your phone number/website is 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 personalizing 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 layout, the Post Office scanners have the tendency to get confused and you’ll get your card delivered back to you.

Your message. 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 a 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 tell your clients to 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 be not 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 the giftee. Make an appointment soon and I’ll add on a 15 minute [whatever your new modality 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, feel free to write in questions about layouts, etc. I like working on them. It gives my right brain some welcome exercise

Another thing. This blog isn’t about promoting the business (Natural Touch Marketing) but I’m going to promote one of the services. NTM personalization service is really, really good. Try finding what we do for this price anywhere else. Now, if you want an especially good result, follow these tips:

1. Check out the information on line. Take a good look at the examples. Take a look at the typefaces. And, yes, I know that many of these layouts don’t follow the formula I just spent this whole entry talking about. But the most effective ones do.
2. While you can create a layout on-line, I would call in during business hours and talk to a person. You are going to get a more striking, personalized, better layout.
3. Have an idea what you want when you call. We are delighted to guide you, but we shouldn’t be creating your basic message for you.
4. Give whomever you talk to some idea of the “mood” you want. Give us some adjectives. Clean, professional, warm, spiritual, Asian, tropical, etc.
5. Plan on leaving some white space so you can write a quick note to a special client if you choose. If you haven’t done this before, give it a try. It works on me every time (my MT likes me enough to say hello!).

If you call prepared, we can do great stuff. Keep in mind, though, that everyone is on vacation rotation this month. You may have to leave a message. We will call back ASAP. Promise.

All my best,
Eileen

Forecast: I had a question about the pros and cons of having your own room/studio on the Just Ask Eileen page. That will be Monday’s entry. Anyone want to weigh in on that before I write it?