by David Handmaker

Each day people are surrounded by advertising everywhere they
go. How do you get your message to stand out from the rest and
be noticed by your future customer? An eye-catching postcard is
the quickest and most cost-effective way to get big results for
your business. Follow these ten tips for postcard marketing and
your direct mail response will skyrocket.

1. Your postcard should stand out from the rest. When sifting
through circulars, if a piece feels more substantial or stands
out, the customer is more likely to pull it out of the pile. A
heavy stock always stands apart from the usual flimsy offers in
the mailbox, and using full color on at least one side of the
card will boost your chances of being noticed.

2. Protect your postcards. Adding a UV coating prevents
smearing and illegibility. A UV coating adds brilliance and
shine to make your postcard pop, and also it protects your
message from the hazards of mailing.

3. Order in bulk. To save costs order in large quantities
whenever possible and warehouse the postcards for future
mailings. Storing brings significant savings when your content
is consistent.

4. One-day turnarounds. Be sure to have a printer on call who
can meet last minute deadlines without hidden charges.
Sometimes holding off on the final design is the best call.
Make sure your printer is as flexible as the market demands
your business to be.

5. Mail more than once. The best time to be in front of your
prospect is when he or she is about to buy. Not knowing exactly
when that may be, your best option is to capture mindshare-the
creation of consumer awareness so that your product is the
first thing buyers think of when they are ready to make a
purchase. Most studies show that a minimum of four mailings to
the same list has a positive effect and increases mindshare.

6. It pays to test. Vary your offer, the image, the text, when
you mail, to whom you mail, and the call to action. Never
change more then one variable at a time. Make sure to track the
results, which may surprise you. Sometimes a higher price can
yield a greater response or certain months, weeks, or days can
prove more effective than others.

7. The immediacy factor. Without envelopes or packaging, the
postcard’s simplistic design takes advantage of the immediacy
factor. Don’t muck it up by hiding what you have to say in
confusing designs. Choose an image that helps convey your
message and be concise with your text. You have only two to
three seconds to grab your customer’s attention.

8. Ask for the order. Are you trying to increase your website
traffic? Looking to get more people in your store? Every
postcard should ask for a response-something you want from the
customer. Limited time offers, free reports, and website deals
are all techniques that can help.

9. The list. An updated, targeted list is the most important
part of the process. Make sure the contact information is
current and that you respect those who wish to be removed from
your list. Play with the list by targeting different zip codes,
past customers, and blind markets. And remember to always track
the response.

10. When you have a winner, do it again. Tinker with the
design, add special features, but know when to stop. When you
find a postcard that works, keep on using it!
About The Author: David Handmaker founded Postcard Press in
1998. Postcard Press prints full color, UV coated postcards on
ultrathick postcard stock with next day turnaround standard.
Postcard Press also offers full service direct postcard
mailing. Please visit www.postcardpress.com for more
information about postcard printing and automated marketing
campaigns.

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