How to Write Postcards That Sell

Email is gaining more attention as a cheap way to connect with your customers. It’s great for continuing conversation, but not so good for generating new leads. Email lists are expensive (and sometimes of questionable quality), and messages from unknown people may be deleted as spam.

Postcards aren’t flashy, but they do work (and no spam filter). In fact, Marketing Sherpa recently reported (5/7/09) that one IT company used postcards to increase Web site visits 125%, boosted average time on site by 106%, and raised monthly email newsletter signups by 117%. Here’s how:

Use a Benefit Headline and an Attention-Getting Picture

You only have a few seconds, so focus on a clear benefit and use a memorable image.

In this case, the picture on the front showed a man clutching a fistful of money, with the headline, “Get a Grip On Your IT Expenses.”

Be Specific

The postcard offered several benefits (fixed costs, purchasing “chunks” of IT service time, and on-call support. It would be even better with testimonials or numbers showing exactly how much customers save by using managed IT services: “Now, you can cut your IT costs by up to 37%.”

Connect with Your Audience

Use emotional words that trigger curiosity, a sense of security, or urgency. People want to save money, gain respect, and avoid discomfort. Paint a clear picture of what they will gain by using your product. Make their eyes open wider, pulse race, and mouth water.

Make a Clear Offer

Now, that you’ve got their attention, make an offer. The IT company offered a free evaluation of their prospects’ computer systems to see whether a managed (fixed-fee) solution would reduce costs. Give them a good reason to contact you.

Balance Commitment and Appeal

An offer that’s very appealing (free flat screen TV) will get a lot of responses, but the people who do so may be more interested in the TV than your product.

On the other hand, an offer with low appeal (free ads sent to your cell phone while you shop) or filling out long forms will reduce the number of people that reply.

Use a Call to Action

Don’t forget to ask for the response! If you don’t ask for the sale (or the reply form), you won’t get it. Use large or bold type and offer several ways to respond. Include a phone number, an email address, and a Web address (remember to use a landing page, not your home page).

Track Your Responses

Use a unique code, telephone number, or URL on each mailing. If you track your responses, you’ll know which lists (or offers, if you have more than one) are generating the most leads.

Photo:Sgeulachdan

Related posts:

1. Start Your Sales Letter With a Bang
2. Four Simple Steps to Great Marketing
3. What Response Rate Will Your Mailing Get?
4. Why Paper is Better Than E-mail
5. Is Direct Mail Dead?