Yes, you're right, there's nothing new or creative about a postcard. But how about being unique in the way you use them?
Most business owners don't use postcards as a marketing tool and those that do, use them infrequently and haphazardly, with no strategy involved.
However, postcards are so cost-effective they can be a high-frequency weapon. And because they are 6 times more likely to be read that a direct mail letter, they are also a high-impact weapon. A high-frequency and high-impact weapon is one that will be extremely effective in the marketplace.
Best of all, postcards have a high recall by recipients for two reasons:
- The use of color or a picture provides a visual that is easily remembered
- Postcards are intimate by nature and are much more personal
The real power of a postcard though is repeatability. One side of the card is your "billboard". Ideally you want to print a headline that screams value - the single most important benefit you provide your prospects. Adding a photo and some color with the headline is also important.
The other side can contain a message specific to an individual mailing. And you can also add a handwritten message, signature, and address to personalize your mailing. And every time you mail a postcard, your prospect sees your value statement.
A scheduled campaign is the next step. Mail one every two weeks for two months. Or mail one a month for six months. Postcards work well in tandem with other marketing weapons like e-mails, telephone calls, and personal visits. Establish a frequency that fits your product and your offer and stick with it. You'll be top-of-mind in your prospects eyes for very little money.
An effective postcard marketing strategy: state your value; repeat it; repeat it again; keep doing it. It's pretty simple.