Daycare Marketing: Copywriting

This article is the third in a five-part series that details exactly what you need to market your daycare and make it a success. The 40/40/20 rule of direct marketing states that 40 percent of your success is based on the quality of your mailing list, another 40 percent is contingent on the perceived value of your offer and the remaining 20 percent is everything else. If you can't properly articulate your offer or speak to your customers, however, they might not even understand what makes you so special. This is why harnessing the power of copywriting is so important to your daycare marketing success.

Four steps for writing winning daycare copy

Craft a powerful headline - Your headline is the introduction to your marketing piece. It tells your clientele whether it's worth reading on, which is why it's so important to craft a powerful headline that gets attention, elicits curiosity and motivates response. Headlines play on emotions and solve problems or address your audience's desires or fears. When possible, include your offer in your headline, since your offer is integral to the success of any direct-marketing piece.

Highlight your benefits - Many amateur writers list features but forget to include benefits in their marketing copy. Make sure you list both, because it is the benefits of your daycare that will motivate your clientele. Features are facts about your daycare; benefits are how those facts will make life better or otherwise help your clientele. If your daycare uses only green cleaning supplies (feature), then you can say you provide a safe learning environment (benefit). Develop an incredible offer - Despite the fact the perceived quality of your offer is vital to direct-mail success, few daycares include one in their marketing materials. It's likely that your competitors do not make a compelling offer as part of their marketing strategy, so you can leapfrog them by including an offer in yours. Your offer is not simply a "safe, fun, educational daycare for kids." That might be part of your branded image, but it is not a direct offer despite the fact that it is what parents are looking for. A good offer is actionable and time limited. Perhaps you want to bring parents and kids in for an open house so they can learn more about your daycare. You might offer a free pizza or $10 worth of video game tokens at the nearest kids' restaurant to entice families to check out your daycare. Motivate with a call to action - A call to action tells your clientele exactly what they need to do next to take you up on your offer. Do not be ambiguous here, and provide several ways to respond (call a phone number, visit a website, visit your daycare, etc.).

Example daycare postcard copy:

Discover Tenderfoot Daycare And Get A FREE PIZZA And $10 In Game Tokens From HappyKids!

Your entire family is cordially invited to discover Tenderfoot Daycare by attending our no-obligation Open House to be held from 4 p.m. to 5 p.m. Friday, July 12 at 1111 Ft. Meyers Road. Bring the kids to explore our spacious play zone while you learn more about how we provide the best environment for your child.

  • Tender Kids learn and grow while they play through coordinated conceptual thinking, independent decision-making and social encouragement
  • A soft-padded 2,500-square foot play area lets your kids laugh while developing motor skills
  • A 1-to-5 CPR-trained supervisor-to-child ratio and our use of only 100 percent green organic products protect your children so you can rest easy that your family is being cared for while you're at work.

Best of all, when you attend our July 12 Open House you'll receive a complementary voucher for a FREE PIZZA and $10 in game tokens redeemable at HappyKids, the premier family fun restaurant. So bring the family for an hour of discovery and exploration, then head over to HappyKids to refuel and play! Call 555-555-5555 to reserve your spot and receive your free pizza and game tokens today! Tenderfoot Daycare Learning is an adventure