5. Benefits, benefits, benefits.

One of biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

6. The offer.

An offer is always a good idea and should represent a specific reason to call now, such as “Limited supply” or “Interest rates are climbing.”

7. Your company name and logo.

Although this needs to be on mailer, it shouldn’t overshadow offer. Customers care most about what you can do for them.

8. Call to action.

Tell prospects exactly what you want them to do. “Call today for more information” or “See us online” are two of most common desired actions.

9. Contact information.

Provide your name, phone number, and Web address directly following call to action. Whatever you ask prospects to do, give them means to do it easily.

10. Return address.

A return address ensures you’ll get returned mail from post office and sends a message that you’re an established professional. People feel better knowing company they’re dealing with has an actual location.

The 3 basic kinds of lists that you can use in order of their effectiveness are: 1. Your own list of prospects and customers. This is a list that you collected with your own personal marketing efforts. This is known as a house list. These people are most likely to respond to your offers, because they have responded in past. You own this list.

2. A response list or an ‘opt-in list’ is a list of people that have actually done something. They have either purchased something from people who put together list that their name came from or inquired in response to some offer. The last way they could have arrived on list is to have asked to be on list. Presumably if they are on a response list people on list have some level of interest in topic or purpose of list.

This type of list can be effective if you are confident in provider. They have not previously responded to you, but according to provider have responded to someone in a related area. This is a list you can purchase from owner of list or a list broker. 3. A compiled list is a list of people who were selected to be on list because they possess characteristics that you asked list broker to screen for. Examples of characteristics used to target correctly may include age, sex, geographic location, income level etc. The characteristics are more fixed characteristics than response list characteristics, which are behavioral characteristics.

Again, if you trust provider this type of list can be very effective. This list you can purchase from a list broker. Determine which list you should use to maximize response to your postcard mailings. And really go get your customers!