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Make Your Mailing a Home Run, Not a Strike Out!
By: Joy Gendusa, Tue Mar 21st, 2006
You can use great design and copy to get a better response.
When you send a mailing to your customers or prospective
customers you are counting on making considerably more money in
new business than you spend on the mailing, right? It is obvious
that if you were not going to profit from the mailing, you
wouldn’t send it out.
A little less obvious is that it costs almost the same amount of
money to send out a very attractive mailing piece with brilliant
copy which is more likely to produce a great response rate as it
does to send out a boring, poorly designed piece guaranteed only
to land rapidly in the trash. Why?
The major part of your expenditure is in the mailing list and
the postage. The printing costs are about the same for a perfect
card as for a mediocre one. All right. So a good design and
excellent copy is going to cost a little bit more. But only a
little. You send out a postcard mailing to get a response
(preferably lots of responses).
The front of the card, graphic and headline, is designed to
attract the reader’s interest so that they read what you have to
say. In short, to attract his or her attention.
The copy on the front and back of the card is designed to get
the reader to respond, either by calling you or e-mailing you or
visiting you or going to your web site. A response.
If your card accomplishes that, it’s done its duty.
How do you get it to do that?
Good design. Good copy. Assuming you have sent the cards to
people who are likely to be interested in what you have to sell.
(There’s no point sending a postcard selling raincoats to people
in the Sahara Desert. They are the wrong “public”).
It is more cost effective in the long run to hire a professional
to do the design and copy for your promotion instead of spending
all the time yourself to learn the software. A little time spent
improving the design and copy of your postcards will result in
much higher ROI (Return On Investment) for your postcard mailing.
About the author:
Joy Gendusa founded PostcardMania in 1998; her only assets a
computer and a phone. In 2004 the company did close to $9
million in sales and employs over 60 persons. She attributes her
explosive growth to her ability to choose incredible staff and
her innate marketing savvy. Now she’s sharing her marketing
secrets with others. For more free marketing advice, visit her
website at www.postcardmania.com.
