Direct Marketing Digest

Postcards

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Using Postcards to Build Your Business

Looking for a reliable marketing tool that can break through the wall of this tough economy--- and not bust your budget at the same time? You might want to consider one of the most overlooked "secret weapons" in your direct marketing arsenal--- the old-fashioned postcard. These days, postcards can be one of the fastest, easiest, most tried and true ways to dramatically increase your sales and profits without spending a king’s ransom for advertising or promotion. Let me explain this business growth strategy:

Your direct mail postcard message is more likely to get through the clutter of everyday life. Postcards don't waste people's time--- they don't even have to stop to open an envelope to read your colorful postcard. Since more people will actually see and potentially read your offer, it follows that more will take you up on it.

  

Prospects are also often more likely to save postcards than sales letters since don't take up a lot of space. They’ll often keep them right on their desk and refer to them when they need what you offer.

Postcards are far less expensive to print and mail than traditional letters and brochures. I have seen cases where postcards have generated qualified prospects at about half of the cost per response of traditional direct mail. In the US, standard size postcards* require only $0.28 each in postage compared to $0.44 each for standard letters or oversize postcards (larger than 6 x 4-1/4 inches). You’ll also cut your creative costs significantly, as postcards typically require less graphic design time than larger packages.

To find the best prices on postcard printing, check with printers that specialize in "gang-printing" a number of different cards at the same time. This can make full color cards very affordable for any budget. You can also type the keywords "postcard printers" into a search engine, there you will see many more alternatives. Some even offer design help.

Like little 4-color billboards, postcards can help "brand" you and your business in ways that most marketing materials cannot. If you will commit to a regular postcard mailing program, your business will soon gain more top of mind awareness--- that is prospects will more easily be able to recall the name of your business when asked without prompting. This is crucial in today’s hyper-competitive marketplace--- The deeper your brand name is burned positively into your prospect’s mind, the more likely they will be to do business with you in the future.

Postcards can be a great way to get appointments, offer a discount, or simply remind prospects and customers you are out there. But, a word of caution ---avoid banking on them to make a large or complex sale. In that case, your postcard should be only part one of a two step campaign to generate leads, information requests, or web traffic to be followed up on later.

You can also print more cards than you need for mailing and use them as oversized business cards, trade show flyers, and pocket-sized information sheets.

Postcard Tips:

Since you have less space to work with, using postcards will force you to write tighter sales copy. With no room to waste, your copy will have to be better in order to sell better. The good news here is that any time you spend on improving your sales copywriting skills will pay you handsome returns.

Postcards are also a great way to tap into the power of your "house list"--- that is your own mailing list of current and past customers as well as prospects and others who are in a position to refer you business. This is especially true of those on your list who have purchased something more than once in the past--- these names are like gold. Send them a well-conceived postcard offer and watch the sales roll in!
     
Strartegy