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:

Your cards will grow your business when you think of them as tools in a marketing system. A successful postcard marketing system consists of following six steps:

Step #1: Idea Generation Step #2: Card Creation Step #3: Printing Step #4: Mailing Step #5: Follow-up with Prospects and Clients Step #6: Cost-Tracking and Evaluation of Results

Use this system by starting with Step #1, proceeding through next five steps, then repeating process, over and over again. Why repetition? Four reasons:

1. Marketing expert Jeffrey Lant is a big proponent of what he calls "Rule of Seven." What it means is that people need to be exposed to your message at least seven times in 18 months before they're ready to buy from you.