In the first two parts of this series, we talked about your postcard making an impression on the reader. But remember this: The only job of the postcard is to make the reader pick up the phone and call. You can do that by offering something free, such as information, in the form of a free booklet.
Make it sexy: Add a title explaining the number of ways you can solve their pressing problems. Something like: "FREE BOOKLET shows you 9 ways to solve your ______!" You fill in the blank part yourself, with exactly what your customers are looking for.
Now, you need a hook to get them to reach out to you. With your postcard, tell them: "Call now for your FREE booklet!" (Don't forget to tell readers exactly what you want them to do.)
Bottom line: Get your postcard through the first round of glance readership by having a compelling headline, tight subheads and outstanding graphics. The objective of the postcard isn't to sell your product or service, it's to generate a phone call. And you can do this by offering something irresistible, for free. Informational booklets work really well. The better the title--the more calls. When the phone rings, the card worked. Then you sell your product or service.
Jeffrey Dobkin is a speaker who writes letters and direct mail (jeff@dobkin.com). Dobkin has written five books on direct marketing.
