Direct Marketing
Copywriting Sample
This was part of a successful direct marketing campaign to bring in diners.
For a limited time, the first round of drinks is on us.
Or perhaps an appetizer.
Dear Neighbor:
You pull into the parking lot of the Ground Round and right away your senses experience a treat. You smell mushrooms sautéing, prime beef being grilled, and a dozen other delicacies you try to place. You hurry the family in now, even more anxious to eat. Already you have more energy. And you breathe a sigh of relief when the hostess seats you right away.
Once the hostess hands you the menu, the real dilemma begins. What to order? You glance at what everybody else is eating. At one table a young man seems overwhelmed by his Mushroom and Swiss burger. You wonder if he'll even have room for the pile of French fries on his place. The woman across is eating Chicken Alfredo, the white sauce looking rich and creamy. Next to them one woman is consuming a Taco Salad, while her companion is dipping her French Dip Sandwich into a delicious au jus.
The more you look around the harder the decision becomes. The kids have already decided. One is ordering Chicken Fingers, while the other has settled on a Pepperoni Pizza made to look like a happy face. Luckily they're using the new colors they've been supplied with to work out the various puzzles on their place mat.
So you take a few more minutes to make your decision. You finally make your order and right away you begin thinking about what you'll have the next time through.
And the food doesn't disappoint once your friendly server brings it. It's more than you expected and it takes every ounce of energy to finish it. This time it's a Barbecue Chick Wrap. You carefully hold the floured tortilla shell and take your first bite. You taste the specially seasoned chicken meat that has mixed with bacon, caramelized onions, and American cheese. And of course you taste our delicious barbecue sauce, some of which finds its way on your chin. You know already you need more napkins.
It's not just the Barbecue Chicken Wrap that fills you up, but also the crispy golden French Fries. Your full, but you eat every one. By the time you're done, you wonder if it wasn't too much. Perhaps next time you should try one of their delicious salads and leave it at that.
The atmosphere is relaxed. There's no television, so your family isn't distracted. Instead you focus on what is going on at school or at work. The only time a server disturbs you is to see if you need anything. And to make sure your drink glasses are full.
So is Ground Round for families only? Not hardly. Say, you're here to meet friends. This time the hostess seats you in the lounge. You see the Ground Round is really two distinct restaurants united only by the entranceway and the excellent food.
You pass along bar and walk past tables where guests are carrying on animated conversations. As you make your way through, friends you haven't seen in a while wave to you. The hostess has pulled some tables together so everyone can sit together.
In addition to the regular menu, you're given a drink menu. Everything looks exotic, cold and refreshing. Even the beer. Its served in ice cold frosty 20 ounce mugs!! Yet, you settle on a Frozen Raspberry Margarita. A blend of Cuervo® Gold tequila with raspberry purree, a raspberry liqueur and The Ground Round's own margarita mix. You also order a Pot of Gold. Everyone congratulates you on your decision as they devour the Pot of Gold's assortment of mozzarella cheese sticks, egg rolls and onion rings.
You're disappointed at first that your favorite team isn't on the main screen. Then you look around and see it's on one of the large television sets behind the bar. Better yet, each television has a different game, so you're never hurting for action. And because the games are on there are a number of drink specials to take advantage, from discounts on pitchers of beers to free appetizers during certain sporting events.
Need proof that the Ground Round has excellent food. It's not just that the place has a crowd no matter what day of the week. It's also been around for thirty years. It's survived in a location where such popular chains as Chi Chi's, Boston Market and the Ponderosa couldn't make a go of it.
Yet, it's the local Ground Round which is often singled out as being something special.
“As a businessman I often take clients to the Ground Round. It's a relaxed setting, in which to discuss business and has enough variety of foods so that I know my clients will find something to like.”
Peter B. Bellevue, IA.
After a volleyball game, a group of us decided to go out. We picked your place and boy did we make the right call. They put together some tables for us and the waitress, Sheila, kept us laughing all night. And the beer was nice and cold."
Steven H. Dubuque, IA
These are unsolicited compliments from customers. They took the time to send these thank you notes and they're greatly appreciated.
The Ground Round is convenient. You're near the main shopping mall, numerous outlet stores and many popular hotels. Take the time to discover what the locals have known for years. The Ground Round is the place to dine out and entertain. So whether its a cold Sunday afternoon, or a hot summer night, give yourself a break and relax with family or friends.
Still need convincing. I'm enclosing a ten dollar gift certificate made out in your name. Use it sometime in the next 30 days to take out the family. You'll be able to eat for less than it costs to go to a fast-food joint. Or entertain some friends, knowing the first round is on us.
See you there!
Chris Saylor
P.S. This gift certificate is like being given a ten dollar bill. Your friends will quickly want to get there hands on it. But we ask you not to pass it on. Instead invite your friends along and treat them to a beer or an appetizer. But remember this certificate is good for only 30 days and we won't be running this promotion ever again.
