Introduction: Why Use Postcards?If you've priced out display advertising or Yellow Pages listings, you know that they can add up to big money in a hurry. Quite often, these valuable promotional tools are beyond
budgets of many small and home-based businesses.
But since promotion is a necessity, even for
smallest of businesses, what can you do?
I've found a way around this dilemma by using four-color postcards. They've been an essential part of my marketing toolkit for more than six years, and they've brought thousands of (U.S.) dollars worth of business to my web and graphic design studio.
Here are my Top 10 Tips to help your grow your business with postcards.
Tip #1: Keep It Simple, Sister (or Sir).
The image on
front of
postcard should be simple, but attractive. I've found that brightly colored cards pull a better response than
dark, moody cards. So, I'd recommend that you save your artistic angst for some other medium.
You should also create an image that's easily comprehended. Why? Because your recipient will only give your card a one- or two-second glance before deciding to keep it or throw it away.
Tip #2: You Need a Good Mailing List.
There are many companies that will rent you a mailing list, and if you're targeting a specific industry, you'd be well advised to travel this route. On
other hand, list rental fees aren't cheap, and
fees only cover one-time use of
list.
When I first got started with postcard marketing, I could barely afford to pay my own rent, so mailing list rental was out of
question. So I made my own mailing list instead.
I found names by flipping through directories of organizations I belonged to. The Rolodex on my desk was also a rich source of names. And since my first postcard promoted a website showcasing my family's business interests, my dad also contributed a lot of names. He still sends me a name now and then.
Before I put any name on
list, I ask myself if this person would be interested in hearing from me on an ongoing basis. If I think so, that individual goes on
list. If not, I keep 'em off
list.
Tip #3: Frequency is Important.
My dad is a man of very few words. He has this to say about promotion: "You gotta let 'em know you're still alive." In other words, a business that clients and prospects hear from is one that they'll keep in mind.
And
flipside of that statement is
old adage, "Out of Sight, Out of Mind." That's why I make it a point to send nine or ten postcards each year.
Tip #4: Give Them
Old One-Two.
It's not enough to just send your cards. You need to follow up with your key clients and prospects. You know who they are, so phone, e-mail or visit with them within a week of any postcard mailing.
Tip #5: Pictures Good, Copy Better.
My first tip was about
type of image that should go on
front of
card. Your image is important, because that's what gets
recipient's attention. But
copy on
flipside is what helps make
sale.
Although entire libraries of books have been written on
subject of effective direct mail marketing copy, let me boil these books down to this essential fact: You want your copy to get your audience to do something.
What should your postcard copy inspire your audience to do? Well, that's up to you, but here are some ideas:
1. Visit
website you just created for a client.