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Feb
23
 I recently received a postcard sent by a membership site owner. The purpose of the postcard was to drive traffic to their membership site. Although the card was well executed–it’s design correctly reflected the web site’s colors and image, etc.,–there was a significant omission. The postcard did not provide me with a “reason why.”
The postcard invited me to visit their “new and improved” website, but the card did not tell me “how” the site was improved, nor did it describe any of the benefits I would enjoy when I visited the site. In fact, the back of the postcard was blank!
If only…
If only the postcard had “sold me” on the reasons for visiting the site. The site owner could have accomplished this by simply including a bulleted list of 4 or 5 new features. If I knew why I should have visited, or how I would have benefited, I would have visited the site! Even a simple list of the titles of the recent articles would have enough to give me a reason to visit.
Incentives
Another option would have been to encourage postcard recipients to download a a bonus, or incentive. Instead of saying, “visit our new and improved” website, the postcard could have described a tip sheet or free chapter of a e-book , or an assessment or check-list, that I could take advantage of by simply visiting the site.
“New and improved” are not enough in a world where everyone is too busy. Specifics sell. Provide prospects and members with reasons to visit specific pages of your website, and describe the specific benefits they will enjoy as accurately as you can.