Creating a Postcard That Sells


In this modern era of electronic communication it is sometimes easy to forget about some of the more tangible and effective modes of communication like direct mail postcards. Using postcards in tandem with e-mail and web promotions as part of a broader campaign can help to bolster sales and keep in contact with important customers.

Over 100 billion pieces of “junk mail” get sent every year.  This shocking statistic should tell you two things. First of all, direct mail must have some degree of success if companies are continuing to spend billions of dollars on it each year. Secondly, with so much “junk mail” you will have to do something special in order to stand out and keep your direct mail from being considered “junk.”

You can help your direct mail postcard from being considered “junk” by doing some work before you even get your postcard designed. You can tailor your mailing list so that you are sending the postcard to a receptive audience. By crafting a targeted mailing list you can greatly reduce the percentage of readers who would have no interest or need for your product or service. Take some time to consider the niche groups or industries that would be most likely to have a special interest what you have to offer. Most mailing list vendors offer the option to select your targeted recipients by using NAICS codes that relate to certain industries. For example, if you are a Real Estate Lawyer that wants to reach Commercial Real Estate Property Mangers you could narrow your list down to the recipients that fall within that category. Categories can be broken down even further for even more refinement and targeting.

Secondly, you have to highlight the value that you are offering. Your headlines have to grab immediate attention by alerting your potential customers to the fact that you have something of value to offer them. Let them know how you can save them money, time or from some sort of inconvenient hassle. This encourages the viewer to read the rest of your message. DO NOT lead with headlines that highlight your services, company name or history. These are all secondary pieces of information that do not have strong enough sales appeal to warrant taking up valuable headline space.

Once you’ve established what your Unique Value Proposition is you can now fill the customer in on important details. Be sure to include only important information so that you can have enough negative space in your layout to allow the design to breathe. Sometimes overcrowding the layout with text can make the message hard to digest. Be economical and sparing with your choice of copy.

Finally, be sure to include a call to action urging your prospects to take the next step. Whether you want them to call to order, sign up for your newsletter, or visit your website, make it bold and clear. If possible, offer time sensitive incentives to encourage quick action. “Order by June 30th and Get 10% Off,” is a good example of this practice. This creates a sense of urgency and will push interested parties to act quickly in order to take advantage of the limited time offer that you’re offering.

Taking some time to plan your postcard campaign can really make a significant difference in your results. contact Promotion Lotion today for your postcard design and printing project.

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