Jolt thinking: the magic of mail

Jolt thinking questions the basic premise—the what, why, and how of doing something. How? By answering three questions. What is the purpose? Why is it done the way it's done? And how can I do it most effectively?

What is the purpose of a post card?

"Greetings from" and rotating racks decorated with pictures of places great and small—those are the type of messages I associate with post cards—a narrow view that needs expanding. In truth, the marketing potential of a simple 3 1/2 by 5 inch card is unbounded. You can show something such as a photograph of a new product, a remodeled showroom or the impressive gear you use to provide your service. Say something by providing your sales staff with an inexpensive format for sending a handwritten message to customers. You can double your advertising impact by sending cards to your mailing list with a reprint of your magazine ad. Send a reminder of an upcoming event. Ask for an appointment and follow up with a phone call. Step one? Establish a clear mission for your card.

Why is it done the way it's done

Why are post cards designed the way they are? For reasons of cost and contact. First, since private postal cards were authorized by Congress in the late 1800's, they have been the among the least expensive way to put a printed piece in the hands of your prospect (at this writing, a mere $.20 or less). And because a standard post card can't be smaller than 3 1/2 by 5 inches or larger than 4 1/4 by 6 inches it is easy to handle, sort, and deliver. Plus, the design improves your odds of making contact. A post card message is out in the open, eliminating the real possibility your prospect might toss a sealed envelope.

But jolt thinking questions even these conventions. If, for example cost is less important than impact, you may reject convention and spend a few cents more ($.32 or less) to mail a card up to 6 1/8 by 11 1/2 inches—a size that demands more attention. By analyzing why things are done the way they are, you see if the premise serves you. If not—adopt a new, unique strategy.

How can I do it most effectively?

With your mission and a strategy established, the challenge is to execute effectively. Let's say you have a list of a few hundred prospects with whom you hope to establish a relationship. You could use the shotgun approach and run a series of ads in a local publication that you hope they might see. Or you could pinpoint your prospects by printing a half dozen series of post cards, each featuring a different advantage of doing business with you, and mail them, one each month for the next six months. Which would be more effective? Formula thinking says advertising would. But jolt thinking challenges you to adopt new ways of doing old things.

Let's do some brainstorming. Start with these post card ideas and use the what, why, and how to create your own variations. As with any direct mail project, be sure to stop by the post office with the artwork and a paper sample to confirm your card meets postal regulations.

1. Bust the size barrier

Once you exceed the 4 1/4 by 6 inch maximum for a standard-sized card, you may as well take advantage of the 6 1/8 by 11 1/2 inch maximum. You'll pay extra to mail it, but this super-sized format allows more dramatic graphics and a more detailed message. A card such as this is typically printed on stock that is coated on one side—you print color on the coated side, black and white on the uncoated side. This allows you to strike a balance between the impact of color and the reality of budget restraints.

2. Request a response

Every good marketing piece has a specific call to action. Why not ask your prospect to respond on the spot? This post card has two missions—first, to request some survey information. The “How'd we do?” half is detached and returned to the sender by business reply mail. The second half, labeled “Keep this card by your phone,” is a way to keep the company's name in front of the customer. The postage for this 2-card format is higher, but the added value can be well worth it. Your local post office can supply you with a detailed booklet on the preparation of business reply mail.

3. Work the cliche

The old-fashioned picture post card is a theme you can use to your advantage. This design plays on what you expect a post card to be. But what looks like a souvenir from a museum is actually an announcement from a restaurant. A painting by the Impressionist Monet graces one side, the message, set in elegant type is opposite.

4. Make contact

The reason direct mail is all dressed up with fonts and graphics is because it wasn't long ago letters and cards were mostly handwritten—fancy type and pictures were something different. Today, the opposite true? Don't you pay special attention to a handwritten message? The idea here is to print a supply of post cards on which you can jot down messages that keep you in the front of your customer's mind.

5 Create a ticket

When you use a post card as a discount coupon or a ticket to an event, you raise the possibility of a response. The message here is obvious—bring the card in and get a discount. Does this design look as if it printed in more than one color? It's not. It is a single color printed in a variety of tints—a frugal solution to a tight printing budget.

6. Publish a mystery

You may have seen this technique used on billboards—pieces are added one at a time until, one day, you drive by and discover the total message. The same type of mystery message can be posted and solved in a series of post cards. You simply divide the finished message into puzzle pieces and sent them in sequence. In most cases, the cost of printing cards drops substantially when you print several different designs at the same time—you may be surprised to find how practical this possibility is.

7. Make news

Post cards are great for spreading the news. Next time a new captain takes the wheel, you move to a new location, announce a product, or add a new service—publish the news by post card. This card would be used to promote a seminar. It is another example of using tints of one color to create the look of more.