With
virtually a 100% exposure rate, postcards are read the moment the
mailbox is opened. There are no envelopes hiding your message, so it's
useful to think of them as tiny billboards carrying your message to
targeted, highly qualified prospects.
Postcards can be incredibly effective, but to maximize response rates, you must first understand some proven marketing principles.
1. Buy the right List
Every battle is won before it is ever fought and the success of any mailing campaign is pre-determined as well. Carry the right message to the right people and you will be successful; however, even the most brilliant marketing piece mailed to the wrong prospect will be a failure.
2. Go big or go small
One of the strategic decisions that must be made is whether to spend money on a highly targeted list or take advantage of the incredible postage discounts provided by the U.S. Postal Service's Every Door Direct Mail (EDDM) program. Both strategies have advantages and can be successful.
3. Use sequential mailings
Every direct mail campaign should contain a series of well-planned mailings. The mailings should not repeat the same card, but should reference previous mailings and work to develop a strategy, marketing message and brand.
4. Minimum of three
The minimum number of postcard mailings in any campaign should be three. There is no predetermined maximum, but mailings should continue until response rates drop below acceptable levels.
5. Give them one big idea per postcard
When writing the copy for your postcard, limit the focus to one big idea. If there are many advantages to your product or service, develop a campaign highlighting each of them. Focusing your copy in this manner will produce a clear message that hits your prospect with power.
6. Focus on writing a great bold headline
The first 10 words of your postcard will have more impact on the success of your campaign than the rest combined. Make your headline unique, compelling and bold enough to interrupt your prospect. Your goal is to stop them from whatever they are doing and concentrate 100% of their focus on your postcard.
7. Establish trust
Your prospects are bombarded with marketing messages every day, why should they believe you? Give them reasons to trust you including testimonials, studies and independent third-party endorsements. A policy offering a money-back guarantee can also be incredibly effective.
8. Make a simple compelling offer
Within the context of your one big idea, you need to make a simple, compelling offer. Tell them what to do and how to do it. Motivate them to take immediate action by offering additional benefits of responding promptly.
9. Make it easy to contact you
Provide your prospect with a contact name, email address, phone number, web address and physical address. Allow them to choose which media they prefer to use for response.
10. Understand you're in the marketing business
Regardless if your business is a dry cleaner, stock brokerage or insurance company, you must understand you're first and foremost in the marketing business. Every business needs new customers and the more efficiently the can be produced, the more successful the business will be.
Chain restaurants like McDonald's and Pizza Hut aren't successful because they have the best products; they are successful because they have great marketing. By following these 10 keys to postcard marketing, you'll be successful too.
Doug Dickson is the Chief Energizing Officer of Print Source One, a leading Phoenix printing company specializing in commercial printing, direct mail and postcards. http://www.printsourceone.net
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