by Joe Gracia
In my experience one of the best ways to communicate your marketing messages to your prospects and customers is through direct mail. You are sure to get your marketing piece into your targets' hands, and if it is well-written and designed to be easily read, you'll have a good chance that your message will be received and considered.
Postcards are quick and easy, and relatively inexpensive
There are a number of ways to use direct mail effectively, and postcards are right on top.
-- Postcards are relatively easy to create
-- They are one of the least expensive to mail
-- They can get your message across in an instant. There's no envelope to open.
-- Everyone reads the postcards they receive, because they are so quick and easy to absorb
What can you do with postcards?
You can do practically everything you can do with other marketing vehicles.
You can:
-- remind your customers of upcoming appointments
-- tell them about a special sale
-- remind them that a sale deadline is approaching
-- send them to a web page to learn more
-- invite them to a special presentation
-- generate prospects
-- convert prospects into customers
-- sell more to your existing customers
-- ask for referrals
-- educate your prospects or customers about your products or services
-- send them a mini-newsletter
-- and much more
Your postcards can be a simple, two-sided format, or they can contain multiple panels.
They can be black ink on colored stock, or full-color.
A brightly colored card like canary yellow with black ink will be sure to grab attention.
Postcard tips:
1. Use the AIDA formula to create your message:
-- A - Attention
-- I - Interest
-- D - Desire
-- A - Action
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Attention:
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Get their attention with a headline that names them:
Attention Homeowners!
Free to Parents!
Business Owners
Get their attention by promising relief for their problem in your headline:
New relief for headache sufferers
No more wet basements -- Guaranteed.
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Interest:
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Get their interest by mentioning their problem and your solution in your first sentence.
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Desire:
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Build their desire by describing the benefits they will receive if they respond to your offer. List them in a bulleted format for easier reading.
If possible include a few testimonials from happy customers to develop trust.
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Action:
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At the bottom tell them what to do next. What action do you want them to take. Call you for a free info-pak? Mail in your coupon? Attend a free presentation? Send you money for your product?
Whatever the next step is, spell it out clearly. Don't assume they'll know what to do next.
2. Have a clear idea of what the purpose of your post card is
-- do you want to generate traffic?
-- do you want to generate prospects?
-- do you want to generate sales?
3. Put a bold headline on top that attracts your prospects' attention and tells them why they should read on.
Your headline is the most important element of any marketing piece. It tells your readers why this is important to them. It tells them why they should read on.
With a weak headline, or no headline at all, you have little chance that your prospects will take the time to read your message.
4. Add a Sub-Head that expands on the headline
If you have the room, a subhead that expands on the thought in your headline can give your readers even more compelling reasons to read on. Use a subhead whenever you can.
5. Tell them why your offer is important to them. How it will make their lives better.
Get right to the point in your copy. Don't beat around the bush. Your readers live busy, hectic lives. They want to know exactly what you have for them and they want to know now.
Don't try to be cute or clever, that rarely works. Just be clear and compelling.
6. Tell them what they will get if they take action
This is what they want to know. Exactly what do you have for me. Tell them everything they will get if they respond.
7. Ask for Action. Tell them exactly what to do next.
Again, don't assume they will know what to do, if you just include a phone number.
Tell them to call and tell them exactly what they should ask for.
If you're generating prospects and you are offering a free booklet called 101 ways to sell your home faster and for more money, then tell them to Call 555-5555 Today. Ask for your free Home Selling Report.
Include your business name, address and phone number, and web site at the bottom of your postcard.
Do not use the name of your business as your headline as so many marketers do. No one cares about the name of your business. People just want to know what you can do for them. So tell them immediately in the headline.
Keep your eye out for how other businesses use post cards to promote their businesses.
Start a post card clip file for future reference.
