In a world of constant digital gadgets and unlimited connectivity, who needs to market themselves using…what’s it called again? Oh yeah! Paper. Any marketing piece that’s actually printed and mailed seems to be a relic of a bygone era. But it shouldn’t be and here’s why.
Direct-mail postcards are perhaps one of the most effective marketing devices you can deploy, not only because they are so affordable but because they have proven time and again to be so effective at generating a response. Focus on on the right mailing list, introduce an incredible benefit to your customers and wrap it all in a compelling creative design that’s unique to your business.
Ok, so you’re on board, but where do we even start to create something that will move people to action?
Follow my lead with these four easy steps!
KEEP IT SIMPLE
Postcards are relatively small by nature, so it is a good idea to keep your copy short, sweet and to the point – and compelling. Use call to action words to guide your customers through your postcard copy. Many of the most successful direct-mail postcards ever mailed have contained fewer than 20 words. Get too wordy, and you’ll lose them, so only say what needs to be said to motivate response.
SELL A BENEFIT, NOT A PRODUCT
Nobody wants to buy a product. Your customers want to buy a benefit. Know what that benefit is, demonstrate why you can provide said benefit and lastly, how your customers can get it.
Typically, a discount is not considered a benefit – it is an incentive to buy within a limited time, sure, but it only works when your customer wants to make purchase already anyway. Your benefit should focus on meeting a need or fulfilling a desire that your customers share.
AVOID LOOKING CHEAP & GO GREEN
Let’s be real. Cheap flimsy paper stock makes your business look cheap too. Your postcard should feel solid, smooth and flexible in your customers’ hands so your company appears strong, efficient and likewise flexible – not rough, grainy and flimsy. Also leave the printing to the professionals.
Going green with direct-mail postcards takes minimal investment and can yield a huge return, especially if you service an industry or geographic area where an eco-friendly lifestyle is not only embraced, it is expected.
FOCUS ON YOUR BRAND
Everything you do should back up your brand image, no matter what incentive or message you try to send. Be sure that when your customers see your postcard they automatically know it is from you just by the way it looks overall. You do this by always including it with your logo, color scheme and marketing slogans. It is easy to go astray from this if you’re not careful, but you need to do all you can to establish your brand image and keep it consistent as much as possible.
Postcard marketing is a science, so it is critical that you have all the above elements in place in order to yield the best possible return on investment.
Thanks for spending some time with me today!
Katy Geary
Owner + Creative Director
Geary Graphic Design
