Marketing with postcards has long been – and continues to be – one of the most popular and successful ways to build your business for a lifetime of profitability. In fact, postcard marketing has even emerged as one of the single best ways to bring highly targeted buyers to your website; and thus it represents the pinnacle of mixed marketing strategies by combining the proven powers of print with the new-age convenience of the web. To that end, we present five pro tricks for marketing with postcards.
1. Don’t look like an ad
Ever notice how the vast majority of postcards look exactly like advertisements? Some work, some don’t, but if you want to dramatically increase your postcard response rate you should try designing your postcards as if they were a message from an old friend. Fonts that look like handwriting, imperfect lines, and fake stick-on notes are all design elements that can help you achieve this look and feel.
2. Intrigue, don’t close
Your postcard should create interest and intrigue to motivate your customers to take the next step in the purchasing process, not try to close a sale right away. Consider the following two headlines for the same example promotion:
“Buy 100 qualified leads today for just $35”
“Learn how you can get 100 qualified leads today for just $35”
A very subtle difference, certainly, but the devil’s in the details.
3. Send customers to an easy and relevant URL
How often do you think postcard recipients get a direct-mail postcard and instantly run to their computers to learn more? Probably not as often as marketers would like. Instead, customers are more likely to check you out the next time they’re on the computer – on their terms, and when they might not be able to find your postcard any more. When you’re marketing with postcards, never use a URL like yourdomain.com/promotions/get-leads-for-35-dollars. No one will remember it. Instead, create a new URL: leadsfor35.us or, even better, superleads.us.
4. Include a real-world, real-result testimonial
Testimonials verify that you can do what you say you can do at the price you say you can do it. Get that? Use a credible testimonial from someone who can be found online (so customers know they’re real) and with results that actually happened. When it comes to marketing with postcards – and marketing in general – honesty really is the best policy, despite what some would have you believe. Good business breeds profits, period.
5. Start your pitch on the back of the postcard
You’ll find this tip in other places – usually by seasoned postcard marketing veterans – but it’s worth mentioning again. Mail carriers have to look at addresses to deliver mail. Pay attention to your own mail when it comes in – it’s almost always address-side-up. And what side of postcards are addresses printed on? You guessed it: the back. Start your pitch right away to motivate customers to turn your postcard over to read the rest of your pitch.