Have you ever wondered why, despite the potential, some Post Card marketing campaigns fail to hit the mark? At Your Marketing Stuff (YMS), we have discovered 8 of the most common mistakes that people make when designing their Post cards. Read this article for more about these mistakes and how you can avoid them;
Post Cards Are a Great Marketing Tool
With Direct Mailing bouncing back into the limelight as an effective Marketing tool, there can be no doubting the fact that Post Cards have, by and large, been at the center of this resurgence. There are a number of reasons why that is the case;
There are many more reasons why Postcards are a good Marketing Tool. However, there are a number of mistakes that you should avoid when coming up with the design of your Postcards. Here are 8 of them;
We have already mentioned that Postcards are an inexpensive way through which you can spread the word about your brand. This does not, however, mean that you should send them out to everyone on your mailing list. The great thing about using Postcards as a marketing tool is that they afford you a high degree of flexibility. Use this to make sure that your message is reaching the right audience.
Although you can probably get away with sending your marketing material to a random sample, that is hardly the best way through which you can achieve the desired results? What you need to do, instead, is send out your Postcards to the right group of people. If you are a Wedding Planner, as an example, this would include young couples.
This is another mistake that is commonly made by people when they design their Postcards. So, you have come up with great copy that describes how wonderful you and your company are? That is hardly the way you should approach Postcard Marketing.
The brutal reality is that your prospects are assailed, on a daily basis, by a wide range of conflicting messages that come through both Direct Mail and Digital Marketing platforms. Think Social Media, Email, Websites and much more. In actual fact, there are probably hundreds of companies out there that are similar to yours and all of which claim to be great.
What you need to do, instead, is stress the benefits that your prospects are going to derive from interacting with you. Yes, you are great, but what’s in it for your clients. What benefits can they expect from the proposed interaction?
Of all the cardinal sins that are made by people with regards to Postcard designing, this is the most…sinful. What you need to do is ask yourself; would you bother calling or emailing a company whose website or postcards are replete with grammatical and spelling errors?
What most people do not realize is that people, in general, make judgments about a business based on how well it expresses itself in its marketing material. Having a less than professional Postcard is, therefore, a great way of damaging your brand. In fact, should you do so, you will probably not be able to recover from the damage.
That is why it is important for you to make sure that the copy that you send out is properly edited. In fact, you should hire professional copywriters if you are not able to do this in-house. The added expense is, in most cases, worth it.
A lot of people get carried away, while designing their Postcards, with the use of colors. What do we mean by that? There is a fine line, with most things, between being beautiful and being glaring. You do not want to have color schemes on your Post Cards, that are so glaring as to be overly loud. Instead, a little bit of conservatism is, in this regard, called for. After all, the colors that are on your postcard are only part of message. Don’t make it such that they become a distraction from everything else.
Your Postcard should, by no means, be considered as the tool that will close the deal in terms of lead generation and conversion. Instead, you should only think of it as a pathway, which directs prospects towards your business. Most people however, make the mistake of trying to make their whole pitch using their Postcards. That is hardly practical, considering the limitations that exist in terms of space. You should, instead, make your most important argument and give people the desire and means to get more information about your company. This can be a website, email address, Facebook page or a telephone number.