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Marketing Quick Tips
Postcard Direct Mail
1. The Bigger The Better: Sure you can save a few pennies by sending out the little postcards like your grandma used to send you when she went on vacation ... but why would you want to? Bigger postcards get seen easier and therefore get responded to better. Don't trip on pennies on your way to earning dollars. 6" x 11" is best; 5.5" x 8.5" is acceptable.
2. Headline Goes On The Address Side: Sometimes you'll see postcards with big splashy full color backs, and dull, dreary black and white fronts. Don't do that! Postcards always get delivered address side up (duh! Think about it) so you've got to make sure that your most powerful message (visually, headlines, etc.) goes on the address side. Imagine trying to make an impression on somebody by showing them a picture of your foot instead of your face - SAME THING!
3. Color Matters: Speaking of color, you've got to make something that captures some attention in that big stack of mail. Black and white just won't cut it. Make sure your colors are bold, vibrant, and reinforce the message you are communicating. For instance, pink would not be a great color for the new bodybuilding gym ... but it might be for your day spa. Use color. Use discretion. Use common sense.
4. Test Conservatively Before Rolling Out: What if you sent 10,000 postcards and just got 1 tenth of 1 percent to respond? How much money would you make? Before you answer that question, don't go there. Here's a better question: What if you sent out 100 postcards and nobody responded? Would it break your bank? What about 1,000? 10,000? Always start small and grow it from there. If you mess up small, it's easy to recover. If you mess up big, you just lost a lot of money.
5. Hit Em' Hard, Hit Em' Often: After testing, consider pounding. Pounding your prospects with postcard after postcard after postcard. They're cheap enough to use in heavy doses if your situation is right. Just make sure that you have a good offer so people can respond and take the next step.
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