Prospecting Postcards Explained

How can postcards be used for prospecting purposes? This is a common question among marketers looking for another way to reach their prospective customers.

To answer this question, we first have to answer another question: What is prospecting in the first place?

Prospecting is a form of marketing. In fact, the two terms are nearly synonymous. When you send out a marketing message in hopes of reaching a prospective customer (and getting that person to respond in some way), you are prospecting.

So it can be defined as a marketing technique used to reach prospective customers, in the hopes of turning them into actual customers.

And here's where direct mail postcards come into the picture.

Postcards are perfectly suited for this role. You can create a highly targeted mailing list made up of your ideal audience -- the people most likely to purchase your products or services. Then you can send prospecting postcards to this list with a strong offer and call-to-action, in order to motivate these prospects toward the action you want them to take.

The Primary Ingredients of a Prospecting Postcard

So what do you need to pull this off? Well, first you need a product or service that's worth promoting. I know that seems like a no-brainer, but I always like to start with that point. A truly remarkable product or service will make your postcard marketing efforts a whole let easier.

You'll also need a good mailing list made up of the people who are most inclined to need / want what you're offering. This mailing list should be highly targeted to a specific group. That way, your prospecting postcards can speak specifically to those folks, with a message and offer tailored just for them.

You'll also need a good postcard design and strong copy geared toward your prospects.

And, of course, you'll need to work with a postcard printing service who can take the logistical hassle off your hands. You'll have to handle the marketing strategy yourself (or outsource it to a direct marketing firm), but the printing company can handle the production and distribution of the prospecting postcards for you. One less thing to worry about!

Good luck and good marketing!

-Brandon