One thing that I absolutely love about marketing is that there are always little things you can do to improve. It never gets stale!
So when I wrote about personalizing your postcards two weeks ago, it got me thinking about other small changes that have an outsized impact on campaign results, and there are three things that jumped right into my head…
IT’S ALWAYS ABOUT PEOPLE AND WHAT THEY THINK!
If you are at all familiar with the work of the experts at MarketingExperiments (and if you’re not, you should check them out!), you have probably heard them mention this principle: “We don’t optimize webpages; we optimize thought sequences.” Well, it’s the same for postcards, and it basically means this: Even a tiny design change can have a HUGE impact on your campaign results if it moves the prospect’s thought process closer to a sale.
With this in mind, consider these little changes you can make to your postcard…
1. ADD A STICKY NOTE
Did you know that you can put a yellow sticky note on every single one of your postcards? Well, you can! And you can print any note you want in a handwritten font. But here’s where the ‘thought process’ comes in: When a sticky note shows up on your desk (or mirror, computer, briefcase, etc.), what do you think? I’d wager Lulu (my dog!) that you think, “I’d better read this,” or “This is for me,” or “This must be important,” or something along those lines. Well, do you think that line of thinking makes a prospect more or less likely to read your postcard? That’s what I’m saying.
2. USE A SCRATCH-OFF
Same thing here. You can put a scratch-off on your postcards and pay the exact same postage rate as before. Plus, you can put as many different messages as you want underneath them! And here’s the thought process part: What does a scratch-off say? “You could be a winner!” And if we are honest with ourselves, I think we can all agree that it is really tough to turn down a scratch-off, even when you just KNOW you’re not going to win. (Of course, your prospects will always win if you set it up that way.) Does added intrigue and excitement make someone more likely to read your postcard? Bingo.
3. TURN IT INTO A MAGNET
Okay, so, this is a really cool one. And again, no added postage costs here. You can turn your whole postcard into a magnet by adding a little 2×1- inch magnet to the back! My clients have used this strategy with great success in the past, turning their postcards into recipe cards or local sports schedules. Whatever. Anything that is valuable enough to slap up on the fridge. Then guess whose logo that prospect is staring at every morning when they grab cream for their coffee? Does THAT push them closer to calling you than a one-time postcard viewing? See where I’m going?
I hope this quick marketing lesson has been helpful, and I hope you learned a little something about your direct mail options. Please let me know if I can help in any way. Drop me a line at Joy.Gendusa@PostcardMania.com! If you’ve tried these options before, let’s talk about your results in the comments!