With advertising and printing cost rising constantly, it is important to consider how to make the most of marketing money and how to spend it wisely.
Postcards provide solution to this concern. Low-cost, easy to implement and gives significant return, postcard marketing is the best alternative to traditional direct marketing methods. Entrepreneurs should take advantage of this with small businesses being the direct beneficiaries of this strategy’s instant reward.
However, while it has several advantages, postcard marketing presents a challenge to copywriters --- the postcard’s relatively small size itself.
As per U.S. Postal regulations, postcards should measure at least 4 ¼ x 5 ½ inches. And it goes without saying that not all of it is reserved for copy. One must also consider the space set aside for the picture. Postcards carry a picture and that is its appeal.
With limited space available, every element that appears in the postcard must be wisely considered. Both sides of the card must be maximized to serve their purpose, which is to promote the business. Every phrase, word and punctuation must be chosen appropriately to convey powerful copy without wasting precious space.
The front side of the postcard must grab a person’s attention right away. A colored picture is definitely a must. Unless intended to specifically drive a point, refrain from using black and white images. This could be a logo, a picture of the product or any illustration that is related to the business. Whatever the pictured image is, it should prompt the recipient of the card to turn it around and see the printed message.
The back must carry everything that the business wants to impart to the customer. The message must be clear and concise. They should be written in a way that emphasizes the business’ intention. The customer must understand right away what is being sold to them or what professional solution is being offered. A space must also be provided for contact information. Including a return address increases the business’ credibility with the customers.
The message must focus primarily on what the business can for the customer instead on the points that merely describe the product or service. Product or service description can be done later in follow-ups. Another thing, don’t forget to include a call-to-action. A short phrase like “Check out our website” should encourage customers to take action.
Using certain fonts and typefaces contributes a lot in making best use of the limited space, though the prints should be readable enough. Remember that people who are over the age 40 might have a hard time reading all the tiny print. Commonly used fonts are Courier, Times Roman and Helvetica. One can mix and match these types to achieve a striking effect.
A postcard is an effective marketing tool. They create an emotional response from customers because postcards are generally personal and usually being sent by families and friends. In spite of the standard postcard’s limited space for printed message, postcard marketing provides any business an effective and powerful advantage.
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