Normally, a person receives a postcard from friends or relatives who are traveling or living abroad. Getting a postcard from a jet-setting aunt of the Eiffel Tower with a “Wish you were here” message at the back truly warms the heart of any romantic niece left at home. More often than not, it’s not the photo printed in the postcard that tugs one’s heartstrings, it the message.
Of course, there is an emotional tinge to it, but if you’d notice, most of the time those postcard messages are only three to five words long, just enough to convey something emotional worthy of a Hallmark moment. But, without a doubt, they are powerful words. Short, but effective.
One direct marketing tactic that is popular nowadays, and effective, is postcard marketing. It is an important tool for small businesses that want to maximize their marketing budget, especially for startups. It doesn’t cost much and easier to put into action. Sent directly through mail, a postcard has a greater probability of being read than brochures or letters inside sealed envelopes. True, it is impossible to discard or ignore a postcard without getting a glance and reading its message. Entrepreneurs would prefer using postcards because these make it much easier for them to send their message across to customers. Shorter, powerful lines have better chance of selling a product or service than long, complicated copy.
What to write in a postcard can be tricky because the words should be simple and straightforward and, at the same time, do its job of attracting the interest of the target customer.
Any marketing genius would agree that even few simple words are vital in launching a successful marketing campaign. In doing so, make the message very brief.
Postcard marketing is an effective method in generating leads. The message should not explain all the details. Just provide teaser lines that would drive the reader to take the next important step, which might be checking out the website of the product or service being promoted or availing an offer that is exclusively redeemable to a participating store, which could also contribute in measuring the effectiveness of the campaign.
Choose your words carefully. A reader only has a few seconds to decide to read more or it’s the trash bin for your postcard. Use action words like “buy”, “go”, “taste”, etc. Whether you are enticing them to buy your new product, reminding them of the professional services you offer, or simply informing them of a rebate, customers are more likely to consider what they are reading when presented with a compelling copy. Especially, when there’s a benefit in there for them, which leads to the next tip.
Focus on the benefits. Whether buying the product comes with a free item, say, a spatula, or availing the promoted service gives them a chance to win a trip to the Bahamas, benefits never fail to drive marketing results. But be specific as well. The postcard should carry only one message.
The bottom line is, postcards are attractive and less pushy. That is why it makes sense to use them in a marketing campaign. And remember it is not what, but how you tell them your message matters the most.
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