How to Use Postcards Effectively
By
VendorSeek
My dentist always uses postcards to remind his patients of a check-up. Of course, they serve the practical function of letting us know about appointments, but they are also humorous. It is definitely better than receiving a telephone call as a reminder.
Postcards can also work for your business. Postcards help with sales leads, give notice regarding promotions, introduce new services and products, and are great ways to let customers know you have not forgotten about them.
One of the main advantages of postcards is there is no envelope concealing your information. There is a greater chance your message will be read by your recipients.
The following article addresses dos and don’ts of postcard marketing.
Who to send to
Vogue magazine would not get much mileage sending a postcard about a special on subscriptions to a barbershop, but they would by sending one to a boutique.
Your mailing list is a vital part of the process. You need to target a specific population that would be interested in what you have to offer. List brokers can be a great source to find a mailing list right for your campaign.
Try, try again
Most people need to repetitively see something in order to incorporate it into memory. This means a potential customer needs repeated exposure to your name and logo. Postcards are a cost effective way to market. Do not be satisfied with just one mailing. Initiate a series of mailings to your targeted list.
Personal feel
Family and friends usually send postcards; do not send a message that is a blatant advertisement. Make the postcard have a personal feel to it. Think about placing a picture of your staff or a company story on the postcard along with your ad, notice of new services, etc.
Postage
Use actual stamps on your postcards. It will cost a little more, but it looks more professional and you will get it returned if the mailing address is incorrect. This will make it easier to keep your list updated.
Most people will say shoot for the middle of the week for your postcard to arrive. Also, avoid sending cards during holiday times.
For lead not closing
Do not attempt to close a sale via the postcard. You want interaction with your customer for that. Postcards are good for lead generation- to stir the recipient’s interest.
One main attraction
You can expect the postcard to initially get a glance. This means you have to grab the reader’s attention. Use short, concise sentences. Address only one main point per card.
Your information
Where can the recipient go to get more information? Provide a customer service number or Web site address on your postcard. Remember, the postcard serves as a means to an end. You need to initiate a call-to-action.
Proofread and edit
Like any piece of literature coming from your business, you need to proofread and edit your copy. Postcards with typos will get a negative reception. There is not a lot of room to err on a postcard. If you make a mistake there, customers will wonder where else you make them as well.
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