|
Postcards can be valuable marketing tools for any business. Here are a few
ideas that will help you get the most from your own postcard marketing
campaign.
(article continued below ...)
he magic of these eye-catchers is that they deliver short, concise
messages in the minimum amount of time - perfect for the "time-poor" society
we live in today. They get the important information across rapidly, with a
quick and easy flip of the wrist.
You can take your idea from concept to distribution within just days.
Since they can be produced in any quantity to suit any budget, postcards are
great for businesses of all sizes. You could save a bundle on your marketing
expenses by utilizing these simple two-sided pieces, instead of other more
costly tools.
Currently -- at least in the U.S. -- postage costs are considerably lower
for postcards vs. first-class mail. Unfortunately, this advantage is not
available to marketers in other countries such as Canada. Full rates apply.
Even still... these attention-grabbers offer tremendous marketing
opportunities to entrepreneurs and small business owners -- at any rate.
Postcards are most effective and profitable when used to:
- generate new leads
- follow-up with prospects as part of a campaign
- make an
announcement to your existing mailing list
- thank customers for their
patronage and
- invite them back with a special offer draw traffic to your web
site
The key to success is to deliver instant impact. You've got to make your
piece command immediate attention in your prospect's crowded mailbox. Catch
the eye... pique curiosity... and unload your magnetic marketing message as
quickly as possible.
Every card has two sides -- a front and back. Use the front side as
leverage with maximum appeal to compel your prospect to flip the card over
and get the full impact of your complete message.
Use the back of the card to unveil all the key benefits of your product
or service... provide an strong offer to trigger action... and list
prominently your contact information. You've got to make it lightening quick
and unquestionably easy to respond. Eliminate any obstacles that might be in
the way to getting the results you want.
As with any type of advertising, be sure to include a powerful headline.
Your headline is key. It's the most important part of your postcard and
should be featured prominently on the front side.
(article continued below ...)
When you're sure you've got a headline that works, try enhancing it
visually to make it figuratively jump off the card. One method is to use
reverse-type (white text on a dark-colored background). Always use a larger
font size, preferably in a bold typeface. Make it clear and unmistakable...
so prospects are sure to understand the message.
Consider employing graphic options such as cartoons only if they assist
you in getting your message across. Use topnotch color photographs (like
popular tourist postcards) when you can clearly tie the visual to the
message in your headline.
The text of your postcard should be benefit-laden. Communicate to your
prospect in clear, vivid detail all the advantages that s/he will enjoy by
taking advantage of your offer TODAY. Stress the unique benefits unavailable
elsewhere. Include a few testimonials -- even if you have to shoehorn them
in. Actually, this can be extremely effective as the eye is naturally drawn
to anything on the page that is a little out of the ordinary.
Testimonials act as proof of your claims and help build your credibility
as a reliable supplier. They also help overcome the fear many people have in
trusting a vendor they haven't done business with before.
One absolutely essential ingredient of successful postcards is the offer.
It must be promising and compelling. Give the reader an incentive to act
now. Be clear and specific. Make responding a simple, one-step process.
If your postcard is sent as a "thank-you" to new customers after their
first purchase, entice them back with a 17% discount on the next. This
approach transforms your postcard into a valuable coupon that's worth
something in terms of redeemable value. Since recipients have already bought
from you, most would be happy to do it again at a substantial discount. The
mission of your postcard is to inspire a positive response. Always keep that
objective clear in your mind as you plan your strategy.
To maximize results, craft a targeted message and make it easy for
recipients to take action. This means providing clearly legible contact
information -- whether it's a telephone number, fax, mailing address, or web
site. Keep in mind that everyone has a preferred method -- people like to
respond in different ways.
Providing various response options eliminates another cause of inaction.
The more of these objections you address, the more likely it is your
postcard campaign will be a rousing success!
Interested in launching your own profitable postcard campaign? Drop me a
line right this minute and I'll help you get the results you want --
guaranteed!
About the Author:
Robert Boduch is an author of dozens of best-selling books, reports and
articles on the art and science of selling. A free newsletter targeted at
anyone interested in selling more of anything is available at
www.makeyoursalessoar.com
January 2006
| 
