Here are some excellent recommendations from "Ca$hvertising" by Drew Eric Whitman:
- Put the phrase "Return This Coupon" in your coupon
- Don't say "50% off" -- Instead, say "Buy 1, Get 1 FREE!"
- At the top of coupon, put these words: "Valuable Coupon"
- Use an expiration date that is not too soon, not too distant in the future. 2-4 weeks usually works well.
- Tell what they get when they bring in the coupon. They might forget as time passes.
- Make sure the coupon has a bold dotted line around it.
- Put both your logo AND the name of your business.
- Ensure your address, city you serve, phone number and website are inside the coupon.
- If there's room, include a crisp photo of what they get with the coupon.
- If it's a service and not a product, include photo of smiling people enjoying the service.
- Make your coupon available on the Internet. By adding all the wording inside your coupon, search engines will find, categorize and publish your coupon in search results. This will extend the reach of your coupon ad campaign.
One final word of advice (from me, not Drew): Don't fuss with the customer if they bring in the coupon late. Who cares if they miss the deadline by a day or two, heck even if they come into your shop or restaurant a full month after the expiration date. give them the discount if you can without breaking the bank.
Yes, if you're out of stock and the coupon says "While supplies last" then your customer should understand. But try to accommodate them if you can. They'll remember it, and they'll tell their friends how much they appreciate you.
Drew's book is an excellent resource. I highly recommend you order a copy of "Ca$hvertising" for yourself. You can buy a copy on Amazon of either the trade paperback or the digital Kindle version for less than $10. It's worth it.
