Let your postcards do the heavy lifting

We all know that direct-mail postcards make a big impact. How many other forms of marketing can be targeted directly to the audience and actually end up right in their hands?

With the right message and a good list, you can grab the attention of virtually any prospect – and get them to respond right away.

But what if your postcards could do even more?

At PostcardPower, we've developed a unique postcard that works even harder to make an impact on your target market. It's called the PostcardPower All-in-One Card.

What is it?

Our All-in-One card is a 3.5 x 8.5 postcard with a detachable business card. Let's say someone receives your postcard in the mail. Maybe they aren't interested in your current offer, but they want to save your contact info for later? They can simply detach the business card and put it in their wallet. They'll keep your contact information for when they need it, even if they toss the rest of the card.

How can I use it?

Lots of ways! The All-in-One card is designed to work for you in ways that an ordinary postcard can't. Here are a few of the most effective ways to use it:

• Direct mail: Prospects save your contact information so they can respond at a time that's more convenient for them. They might toss the postcard, but they'll be more inclined to save your business card.

• Tradeshows: Put a stack of these cards in your tradeshow booth to highlight any promotion or product, while also letting people keep your business card.

• POS displays: Businesses often place their business cards by the register. But why not include a special offer to make it even more enticing? With room for additional messaging, besides the detachable business card, prospects can learn more about your products, services or specials.

Give us a call at (800) 411-6256 to learn more about our All-in-One Card and see what it can do for your business.

7 Mistakes that Could Kill Your Direct Mail Campaign

It only takes one big mistake to kill a direct mail campaign. Response drops. Sales stagnate. Your marketing team is left wondering, “What happened?”

If your postcard marketing isn't well-planned, then the results will suffer. But don't worry – launching a great campaign isn't complicated. You just need to follow a few proven steps for generating results.

Here are 7 deadly mistakes that could kill your response rates:

1. No targeting.
   One of the great benefits of direct mail is that it can be highly targeted to your specific audience. If you're mailing to the masses, instead of a finely tuned list, then your response rates will always be low.

2. A bad list.
   Using a bad list is no different than using no list at all. Make sure your list is not only targeted to your audience, but also clean of any errors, and has full, accurate names and addresses.

3. Lack of a compelling offer.
   If you want response, your direct mail postcards MUST have an offer: a sale, discount, coupon, unique opportunity – anything to compel your customer to take action.

4. Poor headline.
   Like all marketing, you only have a split second to capture the attention of your audience. Make sure the headline is clear, concise and straight to the point about your offer.

5. Bad design.
   If your postcard isn't professionally designed, it will fail to get attention. Sloppy, text-heavy postcards that don't integrate images carefully will only end up in the trash.

6. Unclear call to action.
   People need to be told what to do next. If they have any uncertainty whatsoever, they won't bother to figure it out. Let them know how to respond – and tell them to do it immediately.

7. No urgency.
   The best, most compelling offers are always time-sensitive. If your customers think they have forever to claim your offer, then many never will. Put a clear deadline on your postcard to encourage people to respond ASAP – before they miss out.

Need more ideas? Check out these additional direct mail mistakes identified by the USPS.

Postcard Marketing: When to Use a Die-Cut

Die-cuts are a simple way to make your direct-mail postcards even more attention-grabbing. Even though it costs more than a traditional straight-edge print, the wow factor could boost your response rates tremendously.

The question is: when should you use it?

Introduction to die-cuts

If you're new to die-cuts, then you may be wondering, “What the heck is it?” Put simply, a die-cut is a printed material that is cut at unique angles and shapes, rather than straight lines. It's made possible by a “die” – a tool within the press that cuts the material. An example would be a postcard that's printed in the shape of an apple.

Deciding when to use it

If you want to maximize your ROI for every mailing, then there's really no “wrong” time to use a die-cut. But if your budget is limited, then there may be times that it's not necessary. Here are a few things to consider:

• Is it a one-time mailer or part of an ongoing campaign?
  If you're only sending one postcard, then you want to make the biggest impact possible. This is a good time to use a die-cut to make sure your marketing gets noticed.
  
  However, if you mail postcards to the same lists every month (for example: a retail store that mails monthly sales announcements), then a die-cut might not be necessary. In this case, your audience is already expecting your message, so you may want to consider saving money by printing a standard piece.

• How important is your brand message?
  Die-cuts can be a great way to make your brand stand out – even if you don't have a time-sensitive offer to announce. The unique, custom shapes will impress your prospective customers and add a high-end look to your marketing.

• What's the point?
  Using die-cuts “just because you can” is not a good strategy. To gain a bigger ROI from a die-cut, it should be a clever integration that makes senses and is relevant to the rest of the piece.

Final Thoughts
Keep in mind that a die-cut postcard is only as good as the message on it! You could have the craziest looking postcard ever – but if it's not professionally written or designed, then it won't make a difference.

Have a question about die-cut postcard marketing? Need some ideas? Give our experts a call at (800) 411-6256.

New Year, New Opportunities to Reach Your Audience

We're almost through the first month of the year – how's your 2013 marketing plan shaping up so far?

If you haven't added direct mail marketing to your list of New Year's Resolutions, then now is the time to start planning.

Here's why:

• It's personal. Now more than ever, direct mail postcards make an impact because they offer a personal, in-person feel that you simply don't get from other marketing, such as email. You can actually hold postcards in your hand.

• It's targeted. Direct mail lets you reach virtually any person or business with a postal address. With a custom list, you can market your products to highly specific groups of people who are most likely to respond to your message.

• It has a wow factor. There are endless creative possibilities for direct mail. Aside from just postcards, you can send 3-D mailers, objects, food and tons of other items that will wow your audience like no other marketing can.

• It's cost-efficient. Direct mail offers more bang for your buck because it can be so targeted. If you're still wasting thousands of dollars on ineffective phone book advertising or newspaper ads, then it's time to seriously consider postcard marketing and save money!

• It generates response. A professionally designed postcard can create a strong sense of urgency that compels your prospects to call or buy right away.

• It's easy. Launching a successful direct mail campaign is easy when you work with a professional marketing firm like PostcardPower. We can handle the entire campaign from start to finish, including writing, design, list management, printing and mailing.

It only takes one phone call to get your postcard marketing started for 2013. Give us a call and we'll show you how easy it is to get results with direct mail.   

How to get your message in front of the big wigs

Source: USPS, Deliver Magazine, Sept. 13, 2012

If you're a B2B-focused business, then you know how difficult it can be to get your marketing directly in front of the people that matter: CEOs, CFOs, CIOs, COOs – all the decision-makers of other businesses.

No matter which method of communication you try, there's a big obstacle standing in the way: secretaries and administrative assistants. They are today's gatekeepers. It's their job to make sure that only the most important messages get through to the executives. Otherwise, their bosses would be inundated with distractions that take time away from running the business.

But who's to say that your message isn't important enough to reach those big wigs?

Netezza, a subsidiary of IBM, recently discovered a creative way to get their direct mail past the administrative guardians with a modern-day Trojan horse. They mailed 250 plain, inconspicuous USPS boxes to their “dream list” of priority executives. Inside each box was a customized MP3/video player with highly personalized videos, music, and apps, tailored to each recipient, and focused on the value of Netezza's services.

Not surprisingly, the campaign paid off big. It had a 35% response rate and resulted in $30 million in new business.

Want to try a campaign like this yourself? Here's what to do to make sure your piece gets past secretaries and into the hands of decision-makers:

- Keep the packaging simple.
If your mailing is covered with promotional messages, the secretary may discard it. Keep the outside simple, almost like a personal package for the recipient, so that it carries more importance.

- Add value to the inside.

Make sure your package is worth opening. Include a gift or other high-quality item that the recipient would genuinely appreciate, keep, or be interested in receiving.

- Get creative.
Don't be afraid to get a little weird – without losing focus on the campaign goal. You job is to stop decision-makers in their tracks, and make them think, “Wow. Tell me more.”

- Personalize as much as possible!
Netezza's campaign included videos of their own executives addressing the recipients' executives by name. It was highly customized and made a big impact. The more you can personalize your own piece, the more response you can expect.

Don't be a junk mailer.

Like most forms of marketing, repetition is key to getting the biggest results from direct mail. The more you get in front of your audience, the more likely they are to remember you and respond.

So, how do you send repeated messages to your prospects without annoying them? The answer is: by adding value to your direct mail pieces.

Today's consumers are increasingly conscious of the lists they're subscribed to, and the businesses that market to them. Unrecognized or useless marketing is instantly labeled as "junk mail" and thrown in the trash. In the online world, marketers combat this problem by adding valuable content to their emails. Tips, advice, information -- you name it. Their reasoning is: give customers the information they really want, position themselves as an authority, and sales will come.

It works. Not just in email marketing, but in direct mail too.

By adding value to your message, you can increase the chances that prospects will hold onto your mailing, read it thoroughly, and respond.

On a direct-mail postcard, your space may be limited, but you can add value by offering useful information, such as a tip related to your expertise.

For example:

• If you run a landscaping business, you could instruct prospects on the best times of the year to fertilize their yards.
• Accountant? Provide tips that can help people lower their taxes or get a bigger refund.
• Pizza shop? Inform customers on the best days and times to place their order for the fastest delivery.

You get the idea. The information doesn't have to be extensive. But customers will appreciate the advice, consider you an expert, and will be more likely to contact you when they need your products or services -- instead of considering you a "junk mailer."

How to sweeten your offer with coupons

Everyone loves a good deal, right? So why not give customers the savings they're looking for?

Including a coupon on your direct-mail piece can increase response rates dramatically. Even the slightest savings can be enough to drive more traffic to your business. And by putting an expiration date on it, you can ensure that response happens NOW, not later.

Nope, coupons aren't just for grocery stores and restaurants.
Too many businesses make the mistake of thinking that coupons don't fit their sales model. But the truth is: coupons can be offered by any type of business, in any industry. It's just a matter of offering something that your customers can't resist.

Flat savings, percentages, sweepstakes entries -- so many possibilities.
Your coupon doesn't have to be the standard "$XX OFF" deal. For example, businesses that offer services with varying rates may want to use a percentage instead: 10% off, etc. In other cases, you don't have to offer a direct savings at all. Coupons can also be used as sweepstakes entries: "Bring this coupon to our store for a chance to win!" Get creative with it. Nearly any offer will work as long as it gives customers the chance to put more money back in their pocket.

Keep profitability in mind, but don't freak out about it.
Make sure that your coupon deal still makes financial sense for your business. But don't be afraid to offer killer deals in which you only come out even. The bigger the deal, the more response you'll get, which will lead to additional sales unrelated to the coupon. Plus, your customers will appreciate the savings, which leads to long-term loyalty -- and that's where the biggest ROI is achieved.

Use perforated coupons.
It's best if your postcards or other direct-mail pieces have perforated coupons that can be detached easily by your customers. But at the very least, call attention to the coupon with its own box and dotted lines, instructing customers to clip it and bring it in.

Measure the results.
Keep track of how many coupons are redeemed and use that to determine future deals. If response is too low, you may want to increase the ante with a bigger savings. If the response was so overwhelming that it actually hurts your bottom line, then try a slightly smaller deal. You may also want to incorporate a few different coupons on one postcard to see which offers your customers look forward to most.

Which form of marketing do you trust most?

Let's say you received two unsolicited marketing pieces (i.e. you didn't ask for them) from two separate businesses. One came by email. The other by mail.

If you disregard the purpose of the marketing or the businesses sending them, which marketing piece would you trust more? Which would you be more likely to look at? Which would you pay more attention to before either tossing it or deciding to respond?

If you answered the marketing piece that came by mail, then you're not alone. In a recent study by Epsilon marketing group, reported in Deliver Magazine, the majority of surveyed consumers said they had more trust in direct mail than other marketing channel. 36% of U.S. consumers said they prefer to receive marketing information by mail, and 60% of consumers said they even experience an emotional boost from receiving mail.

Think about it: when was the last time you experienced an "emotional boost" from an email sent by a company that you've never dealt with or heard of before? Maybe a boost in anger or fear that spammers got your email address, but your happiness definitely was boosted!

Direct mail remains one of the most trusted forms of marketing because it's unobtrusive; it's more fun to receive; and it looks more professional. If you're already using email marketing to reach your customers, that's great too. Just don't forget to supplement with timely direct mail campaigns that boost your response rates even higher and build more trust with consumers.

You can't send a watermelon through email.

Source: USPS, Deliver Magazine, June 2012

No watermelons. No goose chicks. No coconuts.

None of those things can be sent by email (just in case you weren't sure). And that's reason #673 why direct mail still kicks butt when it comes to creative, in-your-face marketing.

A recent article in USPS's Deliver Magazine covered some of the bizarre objects that marketers have sent through the mail. Wedding cake, bricks, umbrellas, even inflated beach balls. And the best part is: many of these items weren't shipped in boxes!

One company, a country music TV station, mailed 800 painted, unboxed coconuts to DJs around the country to promote a new reality series being filmed in Hawaii.

Marketers aren't doing this just because they can. They're creating an experience with customers. If you got a painted watermelon in your mailbox, you'd never forget it. In fact, you'd be telling everyone. This is an experience that you can't replicate with an ordinary email campaign (although there are creative ways to be synergistic by incorporating both methods).

Whether you're sending postcards or inflated beach balls, you have the opportunity to connect with recipients in ways that no other medium offers. Get creative, think outside the box, and take advantage of the endless possibilities.

Postal restrictions? Nah. Endless possibilities.

When designing a direct-mail postcard, you must be sure to follow the latest postal regulations set by USPS. These are the guidelines and measurements you need to ensure your postcards can go through the mail.

If you don't follow the rules, your postcards will be undeliverable, and the money you spent on printing will be wasted.

But keep in mind: these regulations don't have to stop you from creating a killer postcard marketing campaign!

What you might see as restrictions, our designers see as endless creative possibilities. The amount of open space on the “mail side” of a postcard might not look like much. But there is more than enough room to make a big impact. Our designers have nearly 15 years experience turning these “regulations” into unique, attention-grabbing marketing pieces.

No matter what message you're sending, we make sure it gets noticed and generates response. By the time you see the see the finished design, you'll forget those postal regulations even exist.

 

Download PDF of postcard postal regulations: 4 x 6 | 6 x 8.25 | 6 x11

Beware the cheap printers

We often hear from clients who are pigeon-holed by purchasing departments that make decisions solely on the black-and-white numbers. The “higher ups” choose the cheapest printers they can find, because it looks like it saves them money.

But what they don't realize is … going with the lowest price “print bid” ends up losing then money.

Sure, a cheap bid might look good on paper. But you can't underestimate the value of solid marketing expertise, best practices for copy and design, or a close business relationship with experienced marketers. A cheap printer can't offer you these things. But you need these things for your marketing to work.

You might save a buck on printing. But when response drops and revenue sinks, you'll know why. You chose the lowest-cost option and got what you paid for: a cheap, ineffective marketing piece.

By partnering with an experienced marketing firm that knows how to execute your campaign effectively, you'll have a much bigger, positive impact to your bottom line.

98% of consumers check their mail right away.

USPS has reported that a whopping 98% of consumers bring in their mail on the day its delivered. 77% sort through it immediately.

With numbers like these, it's no wonder why so many businesses are using direct mail to reach more customers and boost sales. It's targeted. It's personal. It generates response.

Compare that with mass advertising channels like radio, TV and print. Those outlets, while effective for some marketing and branding strategies, simply do not get in front of your target audience as effectively. Direct mail postcards can be delivered to people who are most interested in your business and most likely to respond. For example: previous customers, those with specific shopping habits or purchasing history, people located near your business, etc. 

Through direct mail, your marketing not only reaches these people -- it ends up directly in their hands. This gives you a unique opportunity to grab their attention with powerful copy and design that resonates with the consumer.

Radio and TV advertising, on the other hand, reaches a much wider, less targeted audience. Sure, you can advertise during certain  shows, movies, or time slots. But it's much more difficult (and costly) to generate a substantial amount of targeted leads through those outlets.

The marketing channels you use to attract customers depends on the unique needs and goals of your business. But if you're looking for a highly targeted, cost-effective way to boost sales and engage your audience, direct mail postcards still deliver like no other.

It's okay to tease

When you're mailing promotional postcards, you may be tempted to reveal everything about your business -- especially if it's your first campaign. You've probably received postcards like this. They're jammed with information, product features & benefits, store hours, multiple headlines, slogans, and loads of other text. When you write a postcard like this, it might seem perfectly informational to you, but your prospective customers are only seeing one thing: a big messy ad.

The solution? A unique, irresistible tease.

You don't need to close the sale with your postcards. You just need to motivate people to take the next step. So, instead of cramming every detail onto the card, try to tease your recipients with an idea or promotional message instead.

Let's look at an example.

A new hair salon has opened up in town, and they are mailing postcards to everyone in the area to let them know. The postcard lists all their services ... coloring, styling, men's cuts -- the whole shebang. It has a whole paragraph about the salon's staff, who have years of experience and training, including one stylist who once cut the hair of Lady Gaga. Very impressive, but there's one thing missing: a reason to call RIGHT NOW.

Most people who receive this postcard will not need a haircut immediately. So they will likely trash your card, forget about you, and go to their regular salon when they eventually do need a cut. To avoid this scenario, the hair salon could have created a tease to entice people to respond immediately -- even if they currently need a cut.

A better callout: "Make an appointment today to see how you could get a year's worth of hair styling for FREE!"

Or ... "What does Lady Gaga have to do with the grand opening of ABC Salon? Visit ABCSalon.com to find out and make an appointment!"

Get the idea? There's no need for a bunch of extraneous details. If you can get the prospect to respond immediately, you can hook them in, make your business more memorable, and sell them on the other great stuff later.

Fine-tuning your mailing list

You could send thousands of direct-mail postcards every month, but if you're not reaching the right people, all those postcards could end up in the trash. Every postcard marketing campaign needs to a have a finely tuned mailing list, no matter what the size of the mailing. Whether you're mailing to 100 people or 100,000 people, if you want a bigger return on your investment, then you need to make sure your postcards are relevant to your audience.

Depending on your needs and the type of mailing, most postcard marketing companies will generate your mailing list for you. Regardless of whether you are creating your own list or leaving it to someone else, it's important that a human (not a computer) is double-checking the list to make sure everything looks good.

Here are a few things to consider:

1) Are you mailing to your target audience?
Make sure your data is filled in with names and addresses that closely fit the audience you want to reach. Location, buying history, age of recipients, etc. Pay close attention to exactly how the list was created to make sure that you're mailing to people who will have an immediate interest in your message.


2) Is all the data filled in? Are names missing?
It's actually very common for marketers to mail to addresses only (or "Current Resident") without having a name attached. But having a name is always better. Going through your list manually will allow you to find addresses that are missing due to computer error or other reasons. Ideally, you should try to fill as many blanks as possible before mailing, or replace those recipients with others that have compete data available.


3) How old is the list?
If you're using the same mailing list since 2002, then it's probably filled with names and addresses that aren't relevant any longer. For maximum response rates, make sure your list was generated (or updated) based on data from within the last few years.


No mailing list will ever be 100% perfect -- even if you're mailing to your own previous customers. People move, change their names, and change their circumstances. But by taking the extra time to fine-tune your list and review it manually, you can be sure that you'll get the best results possible.

5 big postcard marketing goofs

Postcard marketing is a great way to get your business noticed. But if you're not careful, you could be making big mistakes on your postcards that are killing your ad budget -- and your business. Even the tiniest goof could be cutting your response rates in half.

Before you blast your next direct-mail postcard campaign, make sure you're not making any of these 5 big goofs:

1) No call to action.
Your customers need to know what to do after getting your promotional postcards. Should they call you? What's the phone number? Do they need to visit your website? How to they get the discount you promised? Make sure your postcard includes clear instructions on what to do, even if it's as simple as "Call us today."

2) Too much stuff!
If you are loading up your postcards with words and pictures, then your customers will surely miss the most important message. Good promotional postcards are clean, uncluttered and straight to the point. You only have a second to get your customer's attention. Use your space wisely and make sure your message is loud and clear.

3) Not enough ways to contact you.
These days, not everyone likes to pick up the phone. Some people will always prefer email, and they simply won't feel compelled to respond unless you include an address. On the other hand, some people hate using the internet and would rather speak to you immediately. Include every option possible on your postcards, so all bases are covered: phone, email, website and postal address.

4) Too many offers.
Don't give your customers 5 different offers to choose from. It will only confuse them or clutter your postcards. Focus on your biggest offer only. If you want to test several offers, then try running an A-B split test: half of your postcards focusing on one offer; the other half focusing on another offer. Use the results to help you determine which offer to focus on for the follow-up mailing.

5) It doesn't make any sense.
Have your colleagues look over your postcard design before you send it. Sometimes, advertisers get so carried away with excitement about their postcards that they don't realize they are missing vital information. If your postcards aren't clear to your audience, no one will respond. It's that simple. Let others review your postcards to check for any errors.

New website is now live!

Notice anything different around here?

We recently overhauled postcardpower.com. And along with it, we're launching a bunch of new services to help maximize results for businesses of all sizes. Hundreds of companies already trust PostcardPower for professional postcard marketing and promotional postcards. Now, we're offering the same great-quality creative work (and outstanding results) with other must-have marketing elements.

In addition to postcard marketing, PostcardPower now offers:

- Websites

- Brochures

- Social media marketing

- SEO (search engine optimization)

- The New PostcardPower All-in-One Card

Explore our new site to learn more about each of these services. If you're new to PostcardPower, give us a call to find out how we can help your business. Or, if we've already completed a postcard campaign for you, get in touch with us to see how we can integrate your direct mail efforts with online marketing too.

PostcardPower gives advice in USPS's Deliver magazine!

PostcardPower's own Chris Flohr was recently quoted in Deliver magazine - a leading resource for mail marketing strategies, produced by the United States Postal Service. You can read the full article here, which covers 5 ways to market through postcards.

As Chris states in the article, "If you’re looking for the most affordable, impactful way to do direct mail, a postcard still is No. 1."

So, what are the five ways that postcards can help you capture new customers or retain existing ones? Here are some small snippets of the article:

1. They drive targets online. Your mailer can be the starting point for a longer conversation on your website or social media site.

2. They’re an integrated touchpoint. Postcards are flexible enough to work in any stage of a multitouch effort, like ahead of a dimensional mailer to pique interest, for instance, or after a sales letter to spur a response.

3. They create instant brand awareness.

4. They’re great for prospecting.

5. They quickly demonstrate product attributes.

Check out the full article - it's worth a read!

Spring Forward ... into Postcard Profits

The spring season has an uncanny ability to get people outside their homes, into stores, and excited about the purchases they make. As a marketer, you have the power to influence their purchasing decisions by timing your promotions right.

Now that spring is here, and the temperatures are heating up, it's a great time to send out your spring & summer postcard marketing campaigns. This doesn't mean you need to run a pool cleaning business or a beach shop to capitalize on the spring rush. Any type of business can generate more sales during this time by creating special seasonal deals.

Here are some tips for your postcards:

• Harness the power of the season. Have you ever seen those Home Depot commercials that focus on "doing more" during spring, getting active and getting things done? That type of attitude is exactly what customers respond to during the spring and summer. Make sure your postcards capture that same feeling with words and images that motivate your customers to act.

• Spring Sale! It doesn't matter what you sell, or what services your provide. The words "Spring Sale" will resonate with your customers and get them to respond. If you can offer any type of sale or discount, make sure these words are LARGE AND IN CHARGE on your postcards.

• Think warm and sunny. Incorporate bright colors and imagery that capture the feeling of spring. No, that doesn't mean you have to cover your postcard with flowers. Just don't miss the opportunity to boost response with graphics that get people excited about spring.

• Did someone say deadline? Yes! What would a spring promotion be without an expiration date? Make sure your postcard marketing has a clear deadline to create a sense of urgency.

• Get creative. Never be afraid to have some fun by putting a creative spin on your postcards. Maybe you can remind people about the clocks changing? About turning the heat down? Getting ready for Memorial Day vacation? Anything unique will help grab their attention and get them to respond.

Spring will be here (and gone) before you know it. So if you haven't planned your next batch of promotional postcards, now is the time. And if you already have spring campaigns running, then it's time to start planning your summer postcards to.

Happy spring!

Limit yourself.

If you've ever experimented with paid search ads like Google's Adwords, then you are used to squeezing your message into 95 characters. It may be frustrating, but it forces you to focus on the most important benefits of your business. The end result (hopefully) is an ad that that grabs people's attention and gets them clicking your ad, instead of others'.

Your postcard marketing should be no different.

For your next campaign, try limiting the front of your postcard to about 95 characters. One headline. Maybe a subhead or some bullets. Keep it succinct, powerful and specific.

Instead of writing "We are the best heart doctors in the area," try simply "Best heart doctors in Philadelphia." Even better, you can make your claim more credible by quantifying it. "Over 5,000 patients. 100% success rate." If you've won awards, you can slap on some small logos -- but don't write a paragraph about them. The award logos should speak for themselves.

You don't need to fill your postcard with dozens of reasons why your business is the best. The primary goal is to hook your customer and direct them to the next step: making a phone call, sending an email, visiting a website, etc.

Can't figure out what to include in your 95 characters? Ask yourself the following questions:

• Why would your audience want your product or service?
• Why would they want it right now?
• What makes you better than your competitors?
• What is the most compelling selling point of your business?
• What are you offering? What's the real deal, plain and simple?

Write down your answers. Then, start deleting all the extraneous stuff. In the end, the only text that remains should be a message that your audience will not be able to ignore.

Do you set character or word limits on your postcards? Tell us about it! Comment below, or keep in touch on our Facebook page.

5 Postcard Marketing Campaigns to Plan for Early 2011

If you haven't already started planning your postcard marketing for the new year, now is the time. Before you do anything else today, here are 5 types of promotional postcards you should strongly consider working into your marketing budget for early 2011.

1) New Year's Promotion. The holidays may be over, but now is a great time to reach the millions of people who are making new year's resolutions and looking for a fresh start in 2011. Break out your best product/service benefits and mail them to your customers ... now.

2) President's Day Deals. If your business generates significant revenue during market share events/holidays, this is one promotion you need to plan quickly. This year, President's Day is Monday, Feb. 11 -- a day that many people have off and will be out shopping for products like yours.

3) Birthday Postcards. Have you noticed how many businesses now send promotional postcards to their customers on their birthdays? (Starbucks, Macy's, Pizza Hut ... just to name a few.) There's no reason why you can't do the same -- and this is a great time to get started.

4) Super Bowl Sunday. Your business doesn't have to be related to sports to capitalize on sales during the weeks leading up to the big game. (Feb. 6 this year.) If you have any kind of retail or restaurant business, this is a great opportunity to spin your promo around the things people need/want for their gameday parties.

5) Winter Clearance or Sales Events. Now that the holiday season is gone, it's a great time to promote product clearances and closeouts. Even if your business is service-based or B2B, there's no reason why you cant create a winter "tent event" with deep discounts on your most popular services.