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How to Plan Out Your Postcard Campaign for the Highest Conversion Rate

Nowadays, you can plan, design and execute a bulk postcard mailing relatively inexpensively. Many small businesses are doing this; however, the challenge they may face is what to say on the postcard to convert more clients? How will you know if your prospects even bother to read the postcard, let alone pick up the phone or make that email contact?

The real solution to this is to time the postcard with your target customer's seasonal calendar and how your product or service might fit into that schedule. Then, develop your sales promotion based around that plan.

I had someone who sells hot tubs contact me for postcard copywriting. They had decided to dream up a new type of service to drum up interest during the period when customers were least likely to purchase new hot tubs. Their plan for the postcard was to entice people who owned old hot tubs in disrepair to turn in their hot tub in exchange for part of the fee to purchase a brand new one. The method of attack was to purchase a slightly larger-than-normal postcard size to fit the extra text it would take to explain the features and benefits of this hot tub trade-in deal. I thought this was a highly effective way to get people thinking about hot tubs during a slow period—and even if they didn't end up trading up for a newer model hot tub- they might keep it in mind for the future.

Many different types of industries experience seasonal ebb and flow. An obvious one is lawn and yard care, where the height of the growing season is in the summer months, but people may need a little nudge in the right direction come springtime. Whatever industry you're in, sit down and do a brainstorm of all the services you're likely to offer depending on what time of year it is. Also think about the various reasons that someone might be compelled to want to pay you to do the work or provide the product for them at that particular time.

Once you're clear on that, build a calendar of promotional events to plan out. Then, pick the approximate dates that are most likely to bring the biggest yield, and start developing your postcard copy and creative theme based on that.

So, for a lawn care company, the first spring mailing might say:

Half off your first cut of the year if you refer a friend who becomes our customer.

And for summer, you might touch them with:

Landscape maintenance in time for barbecue season! Mulch, bed digging, flower planting, weeding, pruning. Call now to receive $50 off your next order of more than $200.

Finally, the fall season might include a reminder about booking in time for your fall clean-ups and winterizing of gardens. etc. Sometimes people are simply too busy to pick up the phone. A scheduled pop-in is a great way to make that happen and keep the year-round business income flowing in.

Planning a postcard mailing campaign doesn't have to break the bank or be exceedingly difficult. In fact, you can actually have a lot of fun attracting both new and repeat business via postcards. The idea is to think strategically (timing is everything) and then develop your plan for the highest ROI in mind.

For professional help writing postcard copy, email dina@wordfeeder.com today!

Wordfeeder.com is the home of Dina Giolitto's Copywriting, Copy Editing, Web and Print Marketing Services. Interesting in learning how to market your business successfully using the latest online and offline methods? Eager to master the art of writing copy that gets you more clients and sales? Then keep following along! We publish articles regularly and post them on our home page. Write to dina@wordfeeder.com with comments or for a project quote today.

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