Direct Mail Can be as Simple as Mailing a Postcard
Some of the largest mailers in the country had their best days—and many still do—by mailing postcards. You wouldn’t think that a simple postcard would do the trick, but the truth is that if you are doing a highly targeted mail to quality direct mail responsive lists, a postcard may be all you need.
Over the years, Macromark has worked with thousands of different direct mail offers, many of which had upwards of 72 pages of copy. These extensive direct mail packages can be filled with charts, graphs, pictures, testimonials, product shots, and extensive offers to compel the reader to action. Then, of course there are thousands upon thousands of words chosen, hand-selected, and scripted to bring the reader from problem to solution, with benefits driving home the message. All of this is to get someone to pick up the phone, mail in a form, or go online to make a purchase or inquire about a product or service.
That’s direct mail for you: problem, solution, benefit, and an offer. It seems rather simple and concise when it’s laid out in four words like that, doesn’t it? Well, truth be told, sometimes it really doesn’t take that many words, pictures, graphs, or charts to compel someone to respond to an advertisement; if you have a great product with clear benefits and a top-notch inbound sales force or a landing page that can sell, then targeted direct mail using a postcard may just be what you need to generate profits in a big way.
Postcards can be any size, whether large and full of color or small and using black copy; it really doesn’t matter. The key is to address problems and offer solutions with obvious benefits by using an amazing targeted list, which the professionals at Macromark can help you find.
The real advantage in mailing postcards is that just about anyone can create them. I always suggest using a professional copywriter, but with such limited copy needed to make them work, it’s reasonable to assume the costs for even the best copywriter would be minimal compared to a full-blown 72-page mail piece. Don’t get me wrong, long copy works great when it’s well written and is highly targeted; I’m just suggesting that we have plenty of clients that mix it up by keeping it simple and finding that unique hook that comes from having an overwhelming problem and the undeniable benefits of a definitive solution. Postage and paper costs tend to be less expensive in a post card mailing, so that part of the costs is working to benefit your return on investment as well.
The bottom line is that some of the largest mailers do so by mailing small things.
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