With all the emphasis on high-tech marketing methods these days, a few tried-and-true methods get forgotten. Postcards are one of them, but they are experiencing a revival as business owners re-discover their powerful charms to deliver results.
Postcards are a simple, low-cost sales tool that’s easier to use than ever thanks to websites that offer turnkey postcard marketing services. Here are some tips to get the most from a postcard marketing effort:
• Plan ahead and create a specific purpose for your postcard campaign – as big an idea as possible to grab people’s attention.
• Postcards should be eye-catching, so be sure to include high-quality photos or other striking images, graphics and colors.
• Postcards can say a lot – especially the over-sized variety – but try to keep your message simple. It’s still a postcard, after all, not a novel. Pretend that every word you write is costing you an extra $100.
• Short, bold headlines work best. Avoid jumbled information. Postcards work best for short messages and for generating leads (not closing sales). Don’t try to explain everything, and be sure to include multiple ways to contact you.
• Postcards are great for carrying timely messages, so think in timely terms. For example, postcards can convey messages or offers with a deadline, or customer reminders (your service contract expires in 30 days!).
• There are two sides to every postcard, so make the most of them both. The nonaddress side should have the biggest, boldest photos and colors. Think of it as a poster. The other side should carry your offer, contact information and other details.
• Think multifaceted. Postcards can be used for many purposes, including reminders, gift certificates, coupons, new product announcements, openings, discounts and even as tickets.
• Oversized cards – often 6×11 – stand out in the mail and are a great choice. They also give you more ways to include photos, coupons and even a map to your location.
Templates make do-it-yourself postcards possible, but tapping the postcard pros online is quick and easy. Here are some services to consider:
Zairmail (www.zairmail.com) is a popular service that lets you easily create and send marketing postcards (and other direct mail) right from your computer. Zairmail offers mailing lists as well as postcard templates for specific businesses such as real estate, insurance and others.
VistaPrint.com, the all-purpose online print ship, offers a wide range of postcards and postcard marketing services.
Other good services to consider include PostcardMania.com, ModernPostcard.com and Postcard Services.com. •
Dan Kehrer can be reached at editor@bizbest.com.
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