Don't Attempt Your Postcard Marketing Without it
When thinking grandiose, it's often easy to forget about the little things that really matter.
Did it ever happen that you were so excited to watch your favourite rock band that, after spending hours making sure you had just the right outfit and enough film for your camera - you actually show up at the turn stall without your ticket?
The same can be said of some new business owners who are so caught up in the seemingly endless possibilities of postcard printing and marketing:
More often than not, they often lose sight of the quintessential details.
When it comes to postcard marketing, it's crucial that you never forget just whom it is you're trying to reach and just what it is you want your prospective clients and customers to do with the postcard once they've received it.
If you are sending out a postcard to past clients that informs them of new services and offers them the chance to save on their next purchase by returning the postcard, it is vital that you include a prepaid return postage for them to do so.
The general rule in effect here is to make your customer's life as easy as possible. They are probably bombarded with junk mail on a daily basis. The easier you make it for them to respond to your postcard (ensuring that they don't have to fumble for stamps, for example, or making sure that a pre-addressed postcard or separate envelope is included with your mailing) the more likely they are to respond to it.
By the same token, it's important that postcards have enough room on them for recipients to properly fill in their contact information without the use of a magnifying lens. Although it is true that glossy photos go a long way in grabbing the customer's attention, failing to ensure that the print on the postcard is legible and easy to respond to will quickly cancel that out.
If you built your postcard marketing strategy around a survey/order style postcard that can be filled out and returned for a free gift or discount, make sure to include check boxes which the client can simply fill out in order to speed up the process. Again, the last thing you want a client to be doing is filling out complete sentences to answer a survey; chances are you will never see that postcard (or that client) ever again.
Including a call to action on the postcard itself is another great way to reinforce what the postcard is all about. Having to write: "Simply fill out this postcard and drop it in the mail for a free gift" may seem a tad obvious, but write it nevertheless.
Remember that your prospective clients are probably going to be reading these postcards while preparing supper or skimming through other mail. In other words, their attention will not be entirely on your postcard. So make things obvious.
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