9 Astounding Tricks to a Magical Postcard Campaign
Barry has some postcard magic to pull out of his hat!
Our recent marketing survey results are appearing hot and fast. Postcard Campaigns are definitely the trick for many of you. The mighty power of Postcard Campaigns is derived from being inexpensive, colorful and eye-catching. They deliver an instant message, no opening is required, and the low cost delivers an awe-inspiring performance with research results reflecting that direct mail consistently conjures up the highest ROI (Return On Investment) — an average of $13 for every dollar spent!
Many of you agreed that making consistent promotional appearances was the most important element to spelling success in a marketing campaign. Postcard showmanship is impressive because it delivers color and quality at a low cost and lends itself to more consistent and regular promotion. The benefits are magic words for business owners: increased sales and higher income.
As we continue our marketing survey for all of you whom have not yet had a chance to respond, I am taking a short break to reveal the secrets of improving postcard performance and dazzling your target audience.
And so I present nine of the best tricks up my sleeve to harness Postcard Power!
1. Mind Reading: Using the Right Mailing List & Choosing the Right Message
Make sure to pick a mailing list that focuses on the right target audience. Research your existing clients. Put yourself into the mind of your target audience. Do they need or want that which you are offering? Does a high income group want sales and discounts, or do they want quality? Does a lower income group want excellence, or do they want the best bargain?
TIP: The tried and tested method to discovering the right audience and message is to look through your invoices. Review which type of customer bought and what type of item they bought. Repeat your past success by using this information in your planning.
2. Astound Your Audience with Colors That Stand Out
Dull, flat colors do not work as well as eye-catching colors. If you’re paying for color, use it to create a bold look. In addition, the colors used should be appropriate to creating the right sales environment. Some ideas include:
- Jewelry on a black background with gold writing is eye-catching and sophisticated.
- Amuse your audience with bright greens, yellows, pinks and blues for a springtime promotion or sale.
- Green grass, blue skies and aquamarine water will evoke images of outdoor activities for a summer school promotion.
Note that headlines and text should be bright and clear against the background so the reader finds and reads them easily.
3. Teleporting: Graphics That Move from The Page to the Mind
Send a clear message with the images you choose. The graphics should be easy to understand and should support the headline and message of the postcard. In other words, a spa could use pictures of massage or nail treatments; a dentist could use people with healthy teeth; a jewelry store would use pictures of jewelry; a school would want to show kids involved in school activities.
4. Make a Production of It: Headlines That Clearly State Your Offer
Don’t confuse the headline or hide it amongst other distracting text. It should be clear and bold, and it should deliver the message of what you are offering. It is vital that you have a clear idea of what you are offering, and the headline (and everything else) should stick to that message.
Examples include: “Need New Patients to Find You? Use Postcards and Newsletters!” and “Drowning in a Sea of Debt? Let Us Help Keep You Afloat…”
5. Direct the Audience’s Attention: Headers, Sub-Headers & Captions That Lead into Text
The key role of headers, sub-headers and captions is to get the reader interested enough to read the copy. Channel the reader’s attention and compel him to keep reading by using these elements to create interest and lead into the copy to reveal the full message. For example: “Are you behind on your payments? We have the solutions you need…”
6. Expose the Benefits
A list of features is not the same as pointing out the benefits. Be clear what the person can expect from taking you up on your offer. “Leather Seats” are a feature, but “stylish durability” is a benefit.
7. Hold Their Attention with a Call to Action
Round off your production with a clear Call To Action. It is time to tell the reader what the next step is. “Call today for a free consultation” with the phone number right there or “Visit our website” with the address listed immediately.
8. Use of Theatrics: Make an Offer
A special offer such as “call by the end of the month to get 20% off” or “limited appointments available” can provide that compelling reason that conjures up a higher rate of response.
9. Vanishing Tricks Are Bad for Business: Provide Contact Information
Don’t expect your intended audience to find you unless you make it easy. A clear and bold phone number, an address and a website address are all important. Even include a map if you want them to appear at a specific location.
Shazam! I have revealed the nine magic tricks as promised! But I have more attention-grabbing feats in my bag. Call us at 1-800-690-0945 for more information on how a successful postcard campaign really works!
Filed under Direct Mail, Marketing Basics by on Feb 19th, 2009. 
