In a high-tech world of emails, web technology and online internet marketing, you might be forgiven for thinking that any marketing that doesn’t involve a server and a web browser is a wasted effort.
If your sales are flagging, could it be that your prospects would be most likely to respond to something a little more personal – like a postcard?
Not everyone is connected to the World Wide Web, especially the older generation, and there are many people who feel more comfortable in doing business offline.
When you receive a postcard, what do you do? You probably pick it up, look at it, turn it over, look at the back; reading a postcard is a tactile as well as a visual experience. Postcard marketing provides a return to that personal business/client relationship that many potential customers value.
That’s if it’s done right! To increase your sales, you need to ensure you have a winning design, concise, effective copy and a strategic marketing plan. Before sending out your postcards, check you have...
The Right Design
You need to tread that fine line between a postcard that is eye-catching and one that is overly commercial. People often expect postcards to contain certain things like a date and a name, a handwritten font and a picture. Design your postcard to fit in with those expectations.
Be creative. The best postcard I ever received looked like one of those ‘sorry you were out’ cards that the courier leaves. Grabbing your prospect’s attention is a major part of the marketing process so pour all your creative juice into that one aim.
The Right Writing
The golden rule of postcard writing is keeping it brief. You simply don’t have the space to wax lyrical about your company and product, even if your prospects had the time to read it – which they usually don’t. Keep sentences short and to the point; use bullet points to summarize key statements.
The most important information you want to convey should be in the first sentence and should be highlighted wherever it appears in the body text.
Your postcard should have one aim: for the reader to take a specific action, whether that be to log on to your website, fill in their details or something else. Postcard marketing is not for closing sales, it’s all about generating traffic.
With that in mind, your postcard has to have a clear, unambiguous call for action. If your prospect is left unsure about what you want them to do next, you need to keep working. Make your prospect want to act immediately by including a time-sensitive special offer or discount. Tantalize them with partial information so that they log on to your website to find out more.
The Right Marketing
As with all types of marketing, online or off, your results will be only as good as your overall marketing strategy. You need to understand your potential customers; who they are, how they buy, and what they need.
With over thirty years in the industry, we know what works and what doesn’t in the world of print marketing. Get together with your marketing team and discuss how postcard marketing will fit in with your overall campaign.
Integrate postcard marketing into your business strategy – and watch those sales roll in.