Postcards are perhaps least expensive way of reaching a large number of people with your sales message. Although they have their drawbacks, they are cost-effective at attracting new customers. But only if you follow some simple rules that professional direct mail copywriters follow.
Grab their attention on Side A
Side A is side with picture on it. One beauty of a direct mail postcard is that your prospective customer does not have to open it. There in morning mail is your sales message, seen by all. So make sure you put something on Side A that arrests attention of your prospect. Here are some ideas:
1. a wacky photograph 2. a photo of your product in an unusual setting 3. an outrageous (but true) claim 4. your unique selling promise stated in a clever or intriguing way 5. your prospectís problem (the one that your product or service solves), stated or presented in a compelling way
The only goal of Side A is to arrest attention and stimulate interest. OK, so thatís two goals. You must motivate your prospect to turn your postcard over to read other side. So make sure Side A is arresting and interesting but does not tell your whole story.
Sell them on Side B
Side B is one with address and postage stamp. Here you create desire and motive your reader to take action. You do not have much real estate upon which to give your sales pitch, so stick to your strongest benefit. Describe in clear, compelling language what your reader gets by buying your product or service. You donít have enough room here to say enough to make a sale, so just sell next step.