By Kathy Widenhouse, award-winning nonprofit content writer, website publisher, and author of 9 books.
When you know how to write a simple marketing postcard, you can use the content for both print and online promotions.
Heads up: a marketing postcard is different from a postcard you send Grandma from the beach. And it’s different from a response device – an insert included in a direct mail or fundraising packet which the reader uses to place an order, give a gift, or register for a follow up contact.
A marketing postcard is a direct marketing tool you use for a special campaign, offer, reminder, or promotion. (21 Ways You Can Use Postcards in Your Marketing Mix.)
Postcards are inexpensive to print and send, costing much less than a direct mail letter. Plus, more readers will see the content. How can they miss it? They don’t need to open an envelope. The postcard stares at you when you flip through your mail from the mailbox.
Speaking of content – a marketing postcard's content can do double duty both in print and online. It’s short, and we all know that social media posts thrive on brevity.
Here’s how to write a simple marketing postcard.
Before you write one word of content for your postcard, answer this question: why are you sending it? Choose ONE purpose for your campaign. That purpose can be for any number of things, such as to …
Look at the reason you’re sending the postcard. Then figure out what you want your reader to do when he receives it. Be clear in your mind what you want to tell the reader to do. Perhaps you want him to …
What benefit will your reader gain when she completes your call to action? How does your offer give her a special advantage, value, or help? Make sure your headline offers a benefit to the reader. Here are some examples:
Don’t try to pack your postcard with too much information or try to explain too much – like why you’re having the sale or what was the idea that sparked the event. Instead, just stick to the purpose of the postcard: your offer and your call to action.
Marketing exec Daniel Kehrer gives this advice: “Pretend that every word you write is costing you an extra $100.”
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