Yes, Postcards Really CAN Work. . .Despite What You’ve Been Told

Whether you’re using them for the first time or the hundredth time, you’ve probably heard this tired refrain, “Postcards just don’t work.” Maybe you’ve even said it yourself.

Good news! Being completely and totally wrong has never been so exciting. . .until now.

Why? Because marketing with postcards is not only EFFECTIVE and CHEAP, it’s EASY. And that, my friend, is a hard combination to beat.

The secret? Knowing what to do with postcards, when to do it and how. Just as you wouldn’t use a lug wrench when the job calls for a crescent, so too must you understand the proper application and use of postcards.

Why Use Postcards?

Before we get to “how” you should use postcards, let’s review why you would even want to. In other words, how could a cheap, flimsy piece of paper ever serve you better than other, more sophisticated, direct mail tactics?

1. Postcards don’t need to be opened. The headline, copy and graphics are all right there for the viewing, unlike other marketing collateral that comes in an envelope and requires the prospect to at least open it.

   Why is this significant? Because it gives your marketing piece more opportunities to catch the prospect’s attention and get read before being tossed.

2. Postcards are short. This appeals to the short-attention-span reader or skimmer because she can get to the point quickly, without wading through what she sees as a bunch of unnecessary filler material.
3. Printing and postage costs are cheaper. Traditional letters or direct mail packages often cost twice as much as postcards, if not more. So if you’re working on a small budget, if you want to reach thousands of people you couldn’t afford to mail to otherwise, or you simply want to test the waters, postcards can be a cost effective means of doing just that.
4. Writing and designing postcards is easier and less costly. If you choose to write your own copy and do your own design, postcards take a fraction of the time you’d invest otherwise due to its limited amount of space. Alternatively, if you hire out the writing and design to a third party, you may spend a bit more than doing it yourself.
5. Postcards work for any business-including yours. Whether you’re in retail, an information marketer, direct marketer or any other type of vendor, postcards have worked for ALL business classifications.

The question is not whether postcards will work for you, but WHEN you should put them to work for you. Stay tuned next week for WHEN. . .

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