Direct Mail Post Cards

One of the most cost-effective advertising venues continues to grow in popularity.  Savvy business owners are learning how to utilize this resource, in order to enjoy a more profitable return on their investment.  As they review the data following each campaign, they learn how to further improve their outreach to former, current, and future customers.  So, if you are not enjoying a certain level of success, it’s time to ask yourself: why do direct mail postcards fail?

It’s not that Simple

Everyone has received direct mail at one time or another.  You are smart. You can create something like that to promote your business. So, when you didn’t receive an adequate return on your investment, you are confused.  What went wrong?  You have just learned something very valuable.  It’s not that simple.

Until you have all the nuances of a direct mail campaign relegated to memory, it might be wise to hire a professional to take you through the process.  Even if you have to pay someone to make sure the postcard has the maximum impact, it’s still one of the cheapest forms of advertising. If he/she improves your bottom line, his/her services are well justified.

Then, after you fully understand what will ensure the success of your campaign, go ahead and do it yourself.  Programs are available to help entrepreneurs create awesome direct mail postcards and door hangers. Then, you can take the initiative and create great campaigns, whenever you have something to offer to your clientele.

Lack of Visibility

Some direct mail campaigns fail simply because the advertisement lacks visibility.  Either the proprietor was trying to save money or simply thought that a postcard must adhere to the standard size of postcard.  Wrong!  The bigger and better the postcard, the harder it will be to ignore and assume it’s just another piece of junk mail fit for the garbage can.

Think about what mailers you notice.  Pizza advertisements are a great example.  Most of them are at least half a page in size.  The postcard sticks out on all side of the regular mail.  Even if it’s sandwiched between two bills, it will be impossible to miss.

No Hook

When you send out a mailer, the first thought of the potential customer is that the postcard is just another piece of junk mail.  But, they will glance as it, as they are shorting through the stack of mail received that day.  According to statistical studies of successful advertising campaigns, your direct mail has a maximum of 4-5 seconds to get the reader’s attention.  If it fails, it might be useful to help light the logs in the fireplace.

To make it work for you, your main idea needs to be big and bold.  Now is not the time to be cute or clever.  The message needs to be crystal clear and intriguing.   Give the prospective customer a reason to take another minute to see what you have to offer.

No Self-Promotion

You are advertising your business. It is not the time to be modest or shy. You are paying for the advertisement.  Brag a little.  Of course, you don’t want to seem like a conceited jerk.  But, the person on the other end of your mailer needs to know why they should give you their hard-earned dollar, as opposed to the competition.  What makes your product or service more special than anyone else’s? What makes you an expert?  In concise terms, you can let the public know why your business stands out above any other enterprise that provides similar products or services.

No Incentive

While you direct mail postcard is big and bold, attracts the attention of the reader, and peaks their interest, it will fail, if you forget to include an incentive. Potential clients want to know what’s in it for them, if they choose your establishment to patronize.  What are you going to offer them that the competition does not?

It doesn’t have to cost you a bundle and deplete your cash reserves.  It simply has to be of value to your customer.  Selling computers provides a classic example of ways to provide incentive.

For example, you might send a mailer out around income tax time. Compel the reader to spend some of their refund on a new computer. When they do, they will also receive a pre-uploaded version of the latest bookkeeping software for personal and professional use.  Then, when tax time rolls around next year, it will save them a lot of time and money in completing their return.

Alternatively, you might want to upload a free games package.  Of course, it will take you time to put this information on all of the computers involved in the sale.  But, since you already have the program, it costs nothing more than your time and maybe a fee to upload the information on multiple systems.  But, it will save your customer potentially hundreds of dollars, because they get the software for free.

In short, direct mail postcards are successful when you know how to draw the customer in, and make what you provide something they must purchase.  When you make yourself invaluable and give them something valuable in return, your advertising campaigns are bound to show a good return on your investment.