The Power of a Postcard
by Larry Baltz
Electronic newsletters. Automated e-mail. Interactive web sites. With so many
"high-tech" marketing weapons available to business owners today, why would
anyone consider using the lowly postcard?
Quite simply... because it works.
Postcards are a staple of direct marketing because they're economical, flexible
and highly effective. They are indisputably the most inexpensive targeted
marketing strategy available. Whatever your mission - to advertise, invite,
brand, remind, promote or sell - postcard marketing will get the job done simply
and affordably.
Why are they so valuable? Here are 6 primary reasons:
1.Cost-effective
For as little as a few hundred dollars, you can reach thousands of prospects and
clients with multiple "touches". No other marketing vehicle offers this level of
reach for such a small investment. My last postcard order totaled less than $400
for 4,000 cards (2-color, 5-1/2" x 8-1/2").
2.Extremely personal
Don't you feel like you're talking with someone when you read a postcard? A
postcard allows you as a business owner to get close to your prospect and
communicate in a friendly, social environment.
3.High readership
The Postal Service suggests that postcards are more than six times as likely to
be read as compared with direct mail letters - 94% versus 14%. They don't have
to be opened and you can add colors and graphics to quickly get your reader's
attention. And they don't face spam filters like your e-mails do.
4.Versatile
With numerous options available to you regarding size and layout, you can design
a card for virtually any purpose. Invitations, marketing messages, special
sales, announcements, upcoming events, even mini-newsletters - all can
effectively be accomplished with postcards.
5.Easily work with other marketing weapons
Postcards are a tremendous tool in tandem with other marketing activities. As an
introduction before an e-mail or telephone call, or as a follow-up reinforcement
after, they get attention. Properly designed postcards usually are the most
remembered component when multiple marketing weapons are used.
6.Easy to track
The use of a special code on the card or a message included requesting the
recipient to return it for value make postcard campaigns simple and easy to
track. Leads and sales generated can easily be identified to determine the ROI
for every mailing.
Postcards of course don't guarantee marketing success. You've got to make
good choices regarding the list, paper stock and size, colors, graphics, layout
and copy. However, with careful planning and strategy, postcards can definitely
increase your prospect and customer base, along with your profits.
Larry Baltz runs a company called More Sales - More
Profits. He works with small business owners who want to get more
clients and sell more products and services. Larry is a Certified
Guerrilla Marketing Coach and small business marketing expert.
Visit his web site at
http://www.moresales-moreprofits.com.
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