To Get the Most Out of Your Direct Mail Marketing
The right messaging can make or break your marketing. Good, effective food copywriting is all about showing customers the experience they’ll be getting if they choose your pizza shop. Creating messaging that’s short and sweet but compelling and effective can be difficult, so we’re providing your shop with the top food copywriting techniques for direct mail marketing.
Why is Good Messaging So Important?
To put it simply, good food copywriting is messaging that transforms typical food items into an immersive customer experience. It’s not just about describing the look of the food, the ingredients of food, or who makes it, but about writing descriptive text that entices potential or loyal customers to buy your pizza. Depending on the context and space, in few words or many, the goal is to tell a vivid story about your food. This is where your shop can stand out amongst other restaurants and competitors. A little effort into your copy can do a lot for your marketing ROI – and in turn will bring more customers through your doors.
Food Copywriting Tips for Direct Mail
1. Focus on the Customer
Food copywriting for direct mail is different than copy on most other platforms. You’ll want to select your words very carefully since there’s limited space and you don’t want to overwhelm the viewer with paragraphs. Too many words will confuse them and could cause them to miss out on what you want them to feel and/or do (your call-to-action). To-the-point, clear content, will help lead the viewer’s eyes to the photography (usually a more important and enticing part of your piece), and as we said above, the CTA, which will likely be a link to your website, menu, or ordering platform, or a coupon inviting them into your shop.
For similar reasons, it’s important to include a catchy, attention-grabbing headline. The front of your postcard should have some sort of large copy that lures the viewer in. To grab even the busiest of viewers, personalize this message with their name. Consumers like to feel seen and special and can often form a relationship with your brand if you show appreciation and/or acknowledge their potential or current business. If a customer doesn’t feel that their purchase matters to you, they’ll likely look to spend their money elsewhere, so make sure your messaging shows interest, care, and awareness of that specific customer.
Generally, it’s important to focus on who’s receiving your campaign, not on what you think will work best. And when writing your copy, think about what will get the attention of your audience even if they only have time for a quick scan.
Lastly, think over why you’re sending this direct mail. Is it to introduce your shop? Welcome new neighbors? Bring back customers? Attract new customers? Highlight an event or promotion? No matter what it’s for – make it worthwhile so that your customers give it more than a few seconds of thought.
2. Choose Your Words Wisely
As we said before, choosing words wisely on your direct mailer is highly important due to space restrictions and clarity. The words you choose are important in setting the scene (or should we say, setting the plate). When customers read about your food, in any capacity, you want them to picture the experience they could have while eating it.
Although your photography itself should be chosen thoughtfully and be “worth 1000 words”, a few more to go with it and tell the story won’t hurt. Use sensory words to highlight the key aspects of your food – especially memorable ones that make your offerings special. Paint the picture so that your audience can easily envision it. For example, instead of simply saying “cheese pizza”, say, “thick, flaky crust topped with homemade pizza sauce coated in four types of cheese”. While these two pizza slices may be almost identical in real life – the second messaging creates a clearer, more enticing image. It’s all about heightening their senses and reminding them that they’re not only hungry, but that they want pizza – and more specifically, your pizza. Make their mouth water!
3. Use Wit and Humor
Customers are often more inclined to respond, buy from, and/or remember a company or campaign if humor or wit’s involved. Making the customer smile or laugh can create a positive association to your shop, and the play on words can often be at least a little, if not very, memorable.
While you may think playful phrases are strange, silly, or out of style, if used the right way, they can be quite useful in gaining customer attention. Run the joke, pun, or fun phrase by a few people before sending it. Maybe test it out on a small batch of customers and see their response. It’s usually better to take a little risk than to come off as stale and boring.
Some examples? Greet a new resident with a phrase like “Slice to meet you!” and offer them a discounted first slice. Maybe invite them to a shop event or promotion by saying “Come have a slice day with us!”. Or, bring them in by making “It’ll be love at first bite” your campaign messaging.
4. Take Advantage of Customer Reviews
As you may know, customers are more likely to trust other customers than they are a shop or its employees. So, using customer testimonials on your direct mail can help persuade potential customers to choose your shop over others. Maybe ask your regulars what their favorite thing about your shop is – or take a snippet from a positive online review accompanied by their star-rating of your establishment.
Need help with messaging for your next direct mail marketing campaign? Reach out to ZaHub – pizza marketing made simple.