Canadian Pizza Magazine

Features Business and Operations Marketing
On Image: Postcards Get Results

Postcards get results


April 23, 2008
By Karen Saunders

Topics

A wonderful, hardworking marketing
tool is a giant postcard! With colourful eye-catching graphics on one
side and your promotional copy on the back, it will grab attention
faster than an e-mail, advertisement or sales letter.

A wonderful, hardworking marketing tool is a giant postcard! With colourful eye-catching graphics on one side and your promotional copy on the back, it will grab attention faster than an e-mail, advertisement or sales letter.

Make It Big
A giant postcard, also called an oversized, jumbo, or #14 postcard is a low-cost, effective device for branding your business and creating prospect response. Start with a 6” x 9” or larger size postcard and print in full colour to make it stand out from the stack of white envelopes in today’s mail.

Customize It
Find a printer who can print “variable data” and you can customize the postcard with your prospect’s first name in the design along with their mailing address. Who can resist reading a postcard with their very own name in the headline?

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Brand It
I recommend several mailings using the same brand, theme, or graphic to make a memorable impression in your prospect’s mind. Make your brand simple, unique and easily identifiable.

Make a Series
Remember, it takes repeated impressions – some say seven or nine times – before your prospect will buy. Mail out your postcard or series of postcards before and/or after an event such as a trade show or conference where you are exhibiting or before your own event.

Use a Catchy Headline
On the front side, write a provocative statement, compelling question or catchy headline directed to your target market. Add an unusual, colourful, or stunning graphic or photo. Check out online royalty-free stock libraries for low-cost photos and illustrations. If you lack creative talent, hire a graphic designer to prepare the file for your printer.

Keep It Simple
The copy on the backside of the postcard needs to be compelling, clear, clean and simple. No one will take the time to read a “textbook” of tiny type. Use bullet points if necessary to break up the text and turn it into an easy-to-use list. Highlight your contact information (phone number and/or website) with a contrasting colour or bold font. Be sure to leave 5/8-inch margin of white space on the bottom end of the mailer side.

Tell the Prospect What to Do
You may want the prospect to call you or contact you via e-mail. You can direct him/her to your website for free offers. Then capture their e-mail addresses when they sign up for your free e-zine, newsletter or loyalty club offers. Be sure to follow up right away.

Don’t forget your call to action. Be absolutely clear with what you want your prospect to do next. This is the last line of text on the backside of the card, right above your contact information.

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the top five mistakes that can cost you money by signing up for her free e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, visit www.macgraphics.net/FreeStuff.php . You can also contact her at 888-796-7300, or Karen@macgraphics.net .


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