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If you are selling capital equipment or other expensive technical products with long purchase cycles, use the postcard to generate a soft lead. The headline would state the main benefit offered by the product (e.g., "Reduce Energy Costs up to 40 Percent in Your Paper Mill"). The copy would briefly explain the product and offer a free brochure. The visual would be a photo, sketch, or diagram of the product.
If you have a low-priced product (less than $300), it may be possible to sell directly from the postcard. But test cautiously. One manufacturer of electronic equipment in the $79 to $40o range uses postcards frequently and has tested offering products directly versus a free catalog offer. He finds the free catalog offer gets much more response and is more profitable over the long run.
A clear illustration or picture. Don't be creative. Use a picture of the product or the product in action. The headline and picture alone, according to Norcutt, should communicate instant recognition of, and understanding of, exactly what is being offered and should get this across in one second.
If aphoto doesn't reproduce well in this book's black and white format, the night-time photo shows a gala celebration. The Books-On-Tape card deviates slightly from the "picture" format. The back side of the card, not shown, gives details of the offer and photos of more book covers. As to the size of a card, the only reason to stick with the standard 41/4" x 6" format is to qualify for postcard postage rates. Larger cards require more postage.
Postcards also can carry an immediacy that letters and envelopes don't have. Try a card that looks as if it were produced on short notice, or a card that's just like the ones you buy at the post office. Give your reader a deadline to act on a late-breaking offer, unexpected shipment, or the last few seats at a seminar.
As with other small direct response formats, you have to be succinct. Write a benefit headline and tie it into action-oriented copy that quickly reveals the offer. Here's one medium in which the design controls the'amount of copy Don't overwrite and then compensate by making the type smaller. Cards in many decks have type that is just too small to be read comfortably.
An overwhelmingly good deal. Especially if you are selling a product directly from a postcard.
More about Business Post Cards . See also: Direct Mail Advertising and Business Leads .
Response Makers - Business Post Cards