Direct Mail Marketing Postcards Can Direct Visitors To Your Website

Direct mail marketing postcards are guide posts that point visitors to your website.

Marketing postcards combine the best features real estate marketing postcards and direct mail marketing letters.

As one-of-a-kind marketing communications, they help promote your personal brand and distinguish you from the competition.

And as prospecting tools, they can help identify and generate leads.

There is however, one serious drawback of marketing postcards that their benefits cannot totally overcome.

Regardless of the attractiveness of marketing postcards, they still offer limited space for your message.

To maximize the effectiveness of the space offered by direct mail marketing postcards, limit the message that you plan to send on your postcards.

Specifically, limit your message to a single achievable purpose: to send your targeted audience to your website.

To achieve this purpose, prepare your postcards following the widely accepted AIDA advertising approach.

AIDA & Direct Mail Marketing Postcardsdirect mail marketing postcards

AIDA is an acronym for: Attention Interest Desire Action Attract Attention

Postcards are better at attracting attention than letters.

To increase the effectiveness of postcards as attention grabbers, feature an image of an attractive scene from your niche market.

This image could be a streetscape, photographs of either typical homes in your market or works by local artists.

Create Interest

What better way to create prospects' interest than by answering their most pressing question?

The question: what's in it for me? What benefits will I obtain from hiring you?

The answer: your personal brand and brand promise.

Stimulate Desire

The more that prospects desire the benefits of your service, the higher the likelihood they will take the action that you seek.

In order to stimulate desire, present your brand promise as attractively as possible.

Think of what you would say to your ideal prospect in person...then put these ideas in writing.

Call to Action

Tell your prospects what action they need to take in order to enjoy the benefits of the service that you deliver to clients.

Offer two alternative actions.

A small number of prospects … typically less than 1% of the mailing...will be sufficiently stimulated that they are ready to contact you sooner rather than later.

Provide a telephone number and say to these people:

"contact me now for more information."

Most people however will be somewhat interested but desire more information.

For these people, provide the URL address of your website and say to them:

"go to your website for more information."

In either case, tell your prospects exactly what to do and when to do it.

Otherwise, they may do nothing...or guess but guess wrong.

KISS Direct Mail Marketing Postcards

Remember the KISS principle of communcation?

One version suggests that for the best communications, it is important to Keep It Short & Simple.

Thanks to Twitter we are learning how to apply the KISS principle to social media.

Although not limited to 140 characters for each of your AIDA elements, it would be a good idea to limit each to no more than 140 words.

If you can't keep your message that short & simple, direct mail marketing letters might be a better alternative than direct mail marketing postcards.

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