**Just a Quick Note** Welcome to Part III of the Marketing Expertise six part small business marketing series…

Back From the Dead: 5 Print Media Marketing Vehicles Guaranteed to Make Your Small Biz’nass POP!!!

And now… Part III: Power Up Your Small Business Marketing With a “Handy” of Postcard
When I refer to a “postcard,” I’m not talking about the “Greetings From Ashbury Park” fare sold on the boardwalk down at the Jersey Shore (and jillion other tourist spots).
Instead, I’m talking about the direct mail postcards – AKA Junk mail – that show up in your home mailbox on the regular. And while some may consider these little marketing gems “Junk Mail,” postcards are still a cornerstone marketing element for businesses big and small, especially small local businesses.
Countless restaurants, retail stores and other local service providers keep their name at the top of mind with consumers throughout the communities they serve with your basic everyday direct mail postcards.

“See Me, Feel Me” (The Magnetism of Tangibility)

In comparison to email marketing, direct mail’s biggest rival, postcards seem like a lavish expense. Sure, with direct mail postcards you incur logistical, printing and postage costs to print and distribute your marketing message.
But direct mail has a (literal) weight and tangible magnetism that email simply can’t match.
Speaking in terms of local business marketing; when an email shows up in your inbox from a business unfamiliar to you, or from a business that you can’t recall handing over you contact info to –  you’re more than likely your to hit the DELETE key and move along.
POOF! That’s all she wrote.
Low cost? Yes.
High converting? No.
The marketing message communicated in a direct mail postcard, however, is literally IN YOUR FACE! And statistic indicate that you’re going to give most postcards at least a cursory “once over” before you relegate it to the “circular file.”
(unless of course it’s the same mailer you’ve already received 1,001x before – which is a failure on the part whomever’s managing that business’s marketing program).
If the postcard is effectively constructed – hits you with a compelling over and strong class to action –  and showcases a product or service that speaks to you, BAM! You’re hooked.
Countless studies show people are drawn to physical mailers. They like to feel the weight and texture of the item in their hands. They can touch a mailer, handle it, set it aside and refer to it later.
An email holds about the much as “weight” vapor, and can be zapped into oblivion with the mere push of a button.
Recipients are aware a postcard is much more expensive and more difficult to create than an email, and therefore value it more.

So That’s the Why, What About the How?

Design-wise, all of the lessons in Part II of this series, covering business cards, apply to postcards as well, but here’s a quick recap:

• Include all relevant contact info
• Represent your Brand (with your Branding elements)
• Include your tagline or present your USP (or both)
• Establish Trust and Credibility (by observing the rules of good design – see more)

The “In Between” Space

Postcards occupy a unique space somewhere between a business card (which is literally a calling card with the primary purpose of enabling the recipient to contact you) and sales letter (which is a full-on sales pitch, formally presented in writing)
While a postcard provides the recipient with the contact info, its ultimately job is to present an offer and motivate action – converting a prospect into a paying customer.
So how do you convert a prospect into a paying customer with your handy little postcard?
The Offer
A well-executed, high converting postcard should lead with or showcase a compelling offer – coupons, a discount or other special offer, or a persuasive proclamation announcing a grand opening or significant event – to engage the prospects attention and interest.
Undoubtedly you’ve received ten tons of postcards from dry cleaners, landscapers, retail stores and host of other businesses making these offers – and you’ve probably taken them up on quite a few.
Call to Action (CTA)
Simply making your offer, however, is not enough. You need the Close. In traditional a sales letter this process is much more involved. But with direct mail post card, with limited space, you must rely on you Call to Action:

• Call now for more information.
• Visit Us TODAY!
• Act now before our stock disappears!
• Take Advantage of this Special Offer before it expires.*

These CTA’s may sound cheesy, but research has proven time and time again that simple statements just like this significantly improve conversion. They issue directives, jolt the reader, and create excitement and anticipation. As great as your offer may be, your CTA holds the power to push your prospect over the precipice – and into your store or business.
*When it comes to coupons and special offers, an expiration date is key. If prospects can hold on to your coupon forever or expect to take advantage of a special offer in perpetuity, what’s their motivation to ACT NOW?

What About You?

Do you think direct mail postcards can help your small business marketing efforts? Have you used direct mail postcards to positive effect in your business? If not, any idea why?
Talkback: share some of your direct mail postcard successes and failures.
Next up in part IV of the Back From the Dead: 5 Print Media Marketing Vehicles Guaranteed to Make Your Small Biz’nass POP!!! Series: Brochures.
p.s. If you need help creating direct mail postcards to give your business a little marketing buzz reach out to Marketing Expertise. I’ll craft a postcard that will have customers knocking down your doors!
Contact Ryan Anys: 310.466.7898 | ryananys@designexpertise.net