Once the prefered mode of communication for vacationers reporting back home on their exploits in paradise, the old fashioned postcard is still a force to be reckoned with in this age of high-speed digital technology.
For many businesses, retailers, government agencies and other organizations looking to promote their programs and services, the humble postcard is often a reliable performer that gets results more quickly and cost-effectively than other forms of marketing, old and new.
Even within the finite boundaries of direct mail advertising, there are many marketers who would never consider sending out a letter instead of a postcard. Who can blame them? You can get postcards out the door faster, they are less labor and copy intensive, you can often save money on postage and printing, and you can mail more pieces more often. Plus, with attention spans shrinking and spare time scarce, the streamlined message of a postcard can make a quick, motivating connection with its target that other marketing vehicles can't match.
If you want to make your postcard advertising into the "little marketing tool with big returns," follow these few simple rules.
1) Write a headline that appeals to the self-interest of your target audience in a direct and consequential way. Headline for owners of hurricane-demaged homes: "Apply today for up to $20,000 to improve your home's exterior." Headline for residents of a community faced with voting for or against annexation: "Make Your Best Choice on Annexation." Headline for home decorating bargain hunters : "Your Decorating Dollars Go Further at Calico: Save 15% Storewide."
2) Spotlight your main ideas or benefits in bullet points or bold-faced callouts so the reader can zero in on "what's in it for him."
3) Make your postcard stand out with visually impactful graphics and colors.
4) Because of space constraints, even the most informative postcard is, at best, a "teaser." Make sure you put all of your contact information on the postcard so that prospects can pursue more information on you or your offer.
For more ideas to drive sales check out archives or visit Ambit Advertising and Public Relations.
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