Pitch with Panache: Persuasive Postcards

Advertising budget tight? Consider using postcards as a monthly mailer to announce a new product or event. Using colorful, oversized postcards will guarantee your target will at least see it (and postal workers as well).

Still not convinced? Following are pitches for using postcards:

1. Postcards are affordable. An Internet search will show show costs from 250 postcards for $49.99 to 1,000 for $49.95. Companies even provide great 4-color templates from which to choose, so don't worry if you have no artwork!

2. Your competition won't know when you're sending them. Unlike the fact when you run an ad in the newspaper or magazine.

3. Quantifiable results. Ask recipients to bring the card in for a special discount or free gift. Or have them use a special code printed on the card when ordering through your website. Ask recipients to pass it on to a friend if they can't use the offer.

4. Postcards can be used in many ways. Mail or use them as oversized business cards. Make mini-rate cards or calendars showing special events. Hang them on your products. Use them as inserts with invoices. Use as a co-promotion. For example, if you're a hair stylist, ask if you can put them in a store that sells hair products. And offer to do the same for them!

5. Promote your "brand." Create a regular postcard mailing. Mail during the third week instead of the first or last of the month so yours doesn't get lost in the "clutter" of others. Make it fun and enjoyable for recipients to read.

6. Test an offer first. Send to a small group and check the response. If you're happy with the results, roll it out to your client base!

7. Postcards don't waste people's time. There's nothing to open. And it's easy to find in a pile of mail.

8. Postcards don't take up space. People can put them in their pockets or purses. If it has a great photo or message, maybe it will get hung in recipients' offices.

Getting your brand image out frequently and consistently is important. Monthly mailings should be part of your marketing plan. Prepare an entire year's campaign and watch your sales increase.