What You Need to Know About Postcard Marketing and Why

English: "The Landing," Ipswich, MA;...

English: “The Landing,” Ipswich, MA; from a c. 1912 postcard. (Photo credit: Wikipedia)

You’ve got 400 emails in your inbox, and you think if you see another one you may tear your hair out.

You’re a bit tired of email marketing and you think your customers are too.

You want to add a personal touch and use a postcard.

But how?

find the right people

Before you write a single word, you’ll need to find the right people. People who want what you offer. Someone who is technically challenged and desperately needs your help setting up a blog. Or, a company that wants to get on Google+ and has no time (but plenty of money) to figure out how to use it.

Tackle the copy

The beauty of a postcard is that you don’t have to click on it, or open it. It’s immediately visible. Write the copy first (then decide on colors, size, and images, more on that further down).

Create desire

Know what their problems are, what they need, and how to appeal to them. Will it be humor? In-depth studies? Lots of technical specs? (Incidentally, don’t lean on these too heavily though, people buy based on emotions.

However you do it, you need to do it quickly. Whether it’s a postcard, or an ad, or even a landing page, you have to get attention right away, before that card goes in the trash or their hands move to their mice and click somewhere else.  Write a great headline that gets them to stop and look.

Solve their problem

Are you solving a problem that’s been driving them nuts? Will your marketing help them believe you can fix it? Are the results credible? Something that looks too good can actually drive people away!

Make it worthwhile

Will it be worth it for them? Will they save more time, money, or effort than your solution costs?

I recently (stupidly) struggled for hours trying to get WordPress to do something. I finally had the bright idea of calling someone with better skills. He did it in an hour or so for a reasonable price.

Was it worth it? Yes! I sat back, he worked. I got what I wanted, and sent him some money. The reward (from my point of view) was much greater than the cost.

Ask for an action

Now that you’ve got the right people, offered them something they want, and convinced them that it’s worth every penny, you’ve got to call for them to act. Make it absolutely clear what they should do, and how they should do it.

Do they call? Enter a URL? Email you?

“Call XXX-XXX-XXXX for your free Surround Sound installation guide.”

design the card

There’s no single perfect design (or copy, or call to action), but there are some ways that you can make your postcard more likely to get noticed.  First, make sure to include an eye-catching photo, preferably one with people in it.  People love looking at other people.  Another trick is to use a larger card (like 6 x 9).  They will cost a bit more to print and mail, but the size will help them stand out from the rest of the mail.

Of course, there are a lot more variables (which would fill pages and pages of posts). There are a lot more marketing tips in my free ebook Get More Business Now. Click here for details.

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