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Duct Tape Marketing

Great Things Come in Small Packages

When comparing various forms of direct mail advertising, don’t over-
look the humble postcard. There are so many things to love about
postcards, but low cost is one of the best. You can send an attention-
getting message to a very targeted audience for around thirty cents
each. This includes all of the benefits of using first-class mail.

I’ve already stated the value of repetition in your advertising.
How about sending an attention-getting message, once a month, to
your entire list of suspects and prospects for around $4 per lead, per
year? Few things can compete with that potential ROI.

I love the direct mail letter for the heavy lifting, but postcards are
a great way to supplement your primary offers and remind your cur-
rent clients that you still care about them too. With a postcard, there
is no envelope to open, so it is likely that your message will at least be
seen, even if the reader only casually scans his or her mail.

The Use of Color
Digital printing has made color printing, even in small quanti-

ties, very affordable. There is plenty of scientific evidence to support
the fact that color is more memorable, and the postcard offers a great
opportunity to effectively use full-color images in your advertising.
As in all of your ads, you should use a short, impact-filled headline on
your postcards. You only have a small space to get your message across.
Grab your readers by the throat, and make them sit up and listen.

A Couple of Other Uses for Postcards
While I really like postcards for generating prospects, there are

many other great uses with your existing clients:

 Special client offerings
 Coupons

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