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For Postcard Direct
Mail:
By Rich Harshaw
- The Bigger The
Better: Sure you can save a few pennies by sending
out the little postcards like your grandma used to send
you when she went on vacation... but why would you want
to? Bigger postcards get seen easier and therefore get
responded to better. Don't trip on pennies on your way
to earning dollars. 6" x 11" is best; 5.5" x 8.5" is
acceptable.
- Headline Goes On
The Address Side: Sometimes you'll see postcards
with big splashy full color backs, and dull, dreary
black and white fronts. Don't do that! Postcards always
get delivered address side up (duh! Think about it) so
you've got to make sure that your most powerful message
(visually, headlines, etc.) goes on the address side.
Imagine trying to make an impression on somebody by
showing them a picture of your foot instead of your
face--SAME THING!
- Color
Matters: Speaking of color, you've got to make
something that captures some attention in that big
stack of mail. Black and white just won't cut it. Make
sure your colors are bold, vibrant, and reinforce the
message you are communicating. For instance, pink
wouldn't be a great color for the new bodybuilding
gym... but it might be for your day spa. Use color. Use
discretion. Use common sense.
- Test
Conservatively Before Rolling Out: What if you sent
10,000 postcards and just got 1 tenth of 1 percent to
respond? How much money would you make? Before you
answer that question, don't go there. Here's a better
question: What if you sent out 100 postcards and nobody
responded? Would it break your bank? What about 1,000?
10,000? Always start small and grow it from there. If
you mess up small, it's easy to recover. If you mess up
big, you just lost a lot of money.
- Hit Em' Hard, Hit
Em' Often: After testing, consider pounding.
Pounding your prospects with postcard after postcard
after postcard. They're cheap enough to use in heavy
doses if your situation is right. Just make sure that
you have a good offer so people can respond and take
the next step.
Next
Tip
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