Eight tips for copywriting post cards

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

-------------------------------------------
THE LEVISON LETTER
-------------------------------------------

Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

March, 2004
Volume: 19 Number: 3

===========================================
How to make big profits from small mailers -
Eight tips for copywriting post cards
===========================================

There are times when it makes sense to spend a lot of
money on a direct mail package.

When you really need to make a giant splash. When your
mailing list is small and you can afford a high cost-per-
piece. When you're doing a one-shot drop and you don't
have to worry about saving money for remailings.

However, there are times when going with a humble
postcard makes a lot of sense.

No one knows this better than retailers.

For example, if Nordstroms wants to announce a shoe sale,
they don't send you a letter in an envelope that you have
to tear open. They'll mail you a postcard that instantly
screams "Get 15% off on all women's shoes! Sale ends
March 15!"

Yes. Retailers know that postcards get read. But you
don't have to be a retailer to put these easy-to-produce,
low cost self-mailers to work. You can use a postcard to:

+ Cost-effectively recontact non-responders to your
previous mailings and urge them to act

+ Create an inexpensive monthly marketing campaign

+ Drive people to your Web site with a special offer

+ Tease prospects -- let them know that they should be on
the lookout for something valuable coming in the mail

+ Announce a private sale for recipients of the postcard
only

+ Thank customers for their business

+ Remind customers to do something: "Get ready for
summer," "Rotate your tires," you name it

+ And lots more

Want to give postcards a try? Here are eight tips to
remember:

1. Use first class postage. You get fast delivery AND you
can get your undeliverables returned. This keeps your
list clean. (Be sure to imprint the words "Address
Service Requested," as per United States Postal Service
requirements, to take advantage of this service.)

2. Use a straightforward headline that contains a
benefit. Make it pop. The headline is tremendously
important.

3. Keep your message short. Don't try to squeeze in a ton
of body copy.

4. Two colors are often sufficient. Generally speaking,
if your budget is tight, there's no need to spring for
four colors. I'd rather mail more frequently in black and
red than less frequently with four colors.

5. Use the right kind of paper. Bright white, 80 lb.
linen stock is a good place to start. No need for a gloss
finish unless you're running four color.

6. Choose the right size card. You have many choices. A
good basic size is 5 1/2" x 8 1/2"

7. If appropriate, run a bold little line at the top that
says "Be sure to save this card!" Amazingly, some people
will!

8. Check out the U.S. Postal Service's NetPost Mailing
Online - Postcard.
It lets you create and send postcards from your own
computer. You'll find information at:

http://www.usps.com/netpost/postcard.htm

=====================================
How To Get In Touch
=====================================

Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

=============================================
How To Subscribe/Unsubscribe
=============================================

SUBSCRIBE FREE to The Levison Letter at
http://www.levison.com

UNSUBSCRIBE by sending a Reply to this message with
just the word unsubscribe in the subject line.

IMPORTANT: Your subscription information will NEVER
be traded, sold, or used by anyone else. That's a personal
promise.

Recent Back Issues of The Levison Letter