Creative Marketing with Postcards

Okay, I'm in the radio business and most radio sales people will dis other forms of advertising. I have a different approach. That's why I've included this article in it's entirety.

by Larry Baltz

Yes, you're right, there's nothing new or creative about a postcard. But how about being unique in the way you use them?

Most business owners don't use postcards as a marketing tool and those that do, use them infrequently and haphazardly, with no strategy involved.

However, postcards are so cost-effective they can be a high-frequency weapon. And because they are 6 times more likely to be read that a direct mail letter, they are also a high-impact weapon. A high-frequency and high-impact weapon is one that will be extremely effective in the marketplace.

Best of all, postcards have a high recall by recipients for two reasons:

* The use of color or a picture provides a visual that is easily remembered
* Postcards are intimate by nature and are much more personal

The real power of a postcard though is repeatability. One side of the card is your "billboard". Ideally you want to print a headline that screams value - the single most important benefit you provide your prospects. Adding a photo and some color with the headline is also important.

The other side can contain a message specific to an individual mailing. And you can also add a handwritten message, signature, and address to personalize your mailing. And every time you mail a postcard, your prospect sees your value statement.

A scheduled campaign is the next step. Mail one every two weeks for two months. Or mail one a month for six months. Postcards work well in tandem with other marketing weapons like e-mails, telephone calls, and personal visits. Establish a frequency that fits your product and your offer and stick with it. You'll be top-of-mind in your prospects eyes for very little money.

An effective postcard marketing strategy: state your value; repeat it; repeat it again; keep doing it. It's pretty simple.

Larry Baltz runs a company called More Sales - More Profits. He works with small business owners who want to get more clients and sell more products and services. Larry is a Certified Guerrilla Marketing Coach and small business marketing expert. Visit his web site at http://www.moresales-moreprofits.com

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