Sparking Prospects’ Interest in Direct Mail Campaigns
When it comes to direct mail marketing, there are a number of different print materials you can use – each with its own degree of effectiveness and practicality.
While brochures are good for providing consumers or prospects with an abundance of information that will help them make a decision about a business’s services, sometimes it may be more fitting to merely tempt a prospect or spark his or her interest.
For these circumstances, there are postcards. Most people see postcards as cheap and dated forms of travel correspondence, but because of their limited applicability in today’s world of email, social media and mobile phones, postcards have taken on a renewed and personable warmth about them.
However, it is important to remember that postcards should merely pique one’s interest. Entice readers to visit your website with a special offer or rebate. Announce the date for a one-time deal, or maybe get even more creative and leave out any reference to your company itself. Sometimes the more effective campaigns are those that involve mysteries and riddles.
“Postcards are delivered ‘ready to read.’ Take advantage of this,” writes sales expert and business consultant Bob Leduc, “Get right to the point to capture the reader’s attention immediately. This makes it difficult for prospects to avoid reading your postcard – especially if your entire message is brief and easy to read.”