The number one mistake people tend to
make when creating a postcard for direct
mail is that they try to sell their
whole company, instead of just a
particular promotion.
When Subway
created their latest marketing campaign
they focused on one particular item.
They focused on the "$5 footlong". If
you received a postcard from Subway in
the last few months the one thing you
will notice is that fail mention
anything about the other aspects of
their company. There was no mention of
their salads, wraps, flatbread, homemade
cookies, or the history of the company.
They successfully have sold their
promotion. Subway's entire focus was to
tantalize potential customers
with a
great offer. They know that once you
come in come in for the special, they
can upsell you and your acquaintances.
Had Subway created a postcard with their
entire menu on the card and then just
had a tiny coupon in the corner for a $5
footlong sub, do you believe their
direct mail campaign would have had as
much success? The answer is no.
Remember, a postcard is used to generate
leads, not close sales. Generate leads
by having a great offer and make your
whole postcard accentuate that offer.
Here is another example. If your
company cleans carpet, create your whole
postcard whole with a 3 room for $99
offer. There is no need to list your
tile cleaning and upholstery cleaning
services because that will just create
clutter and your promotion will be lost.
There is a time place to sell your
whole company. That is called a
brochure. If you are sending a brochure
to unsolicited people, your campaign
will fail. Direct mail works, but it is
not easy. You must have the right
postcard design and the right mailing
list. But remember; sell you promotion,
not your company.
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