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Begin With The End In Mind by Martha Retallick

You've probably heard the expression, "Begin with the end in mind." It's good to keep those six words of wisdom handy when you're deciding what your postcard should look like and what it should say.

For many of us, "the end" we have in mind relates to some sort of business goal. Here's an example:

You want people to come to your women's clothing store's 5th anniversary sale, so, you'll create a postcard inviting your customers to come in and shop during the sale.

To track the results of your postcard mailing, you'll also include a line of copy that offers an additional 10% off if the customer brings in the card.

Okay, that's the clothing retailer's goal. What's yours? I know that's a tough question, and since we're not in school, I'll help you with the answer. Here are five postcard planning tips:

1. Decide if you want to:

* Generate sales from existing customers * Generate sales from new customers * Announce a "preferred customers only" sale * Tell people about your new studio * Announce the launch of your new software release * Thank people for doing business with you

2. Focus on benefits, not features. What is the strongest benefit you're offering? Do you offer free delivery? Free installation? The best appliance repairs in town? Work that benefit into your design and your copy.

3. Make an offer your card recipients can't refuse. These days, we're inundated with offers, so tell your customers that they can get a free update on your software if they purchase by the end of this month. Or ask them to bring the postcard to your store to get an additional 5% off on purchases over $50.

4. Give them several ways to contact you. Put your address, phone number, e-mail, and Web address on your postcard.

5. Tell people what to do next. Should they pick up the phone and place their orders now? Or visit your website to get the Internet-only special? Bring the card to your store no later than the 15th of this month? Getting the postcard into their hands is only the first step in your postcard marketing. You must get your recipients to take the next step, and you need to tell them what that step is.

Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual that will show you how to put postcards to work for your business—profitably. Learn more about it at: http://www.PostcardMarketingSecrets.com