Tom arrives home from work, parks his car in his driveway, and
walks to his mailbox. It’s cold out, so he hustles. He reaches
inside, pulls out the day’s deliveries, and then hurries inside
After greeting his family, he begins to sort through the mail.
Tom’s a busy guy and doesn’t like clutter, so he doesn’t need
much of a reason to throw mail in the trash. In fact, without
realizing it, Tom has developed an effective system for doing
1. Sort through the mail once.
2. Throw away anything that’s not immediately important or worth
3. Sort through the mail again.
4. Begin opening whatever is left, in order of importance.
Like many working Americans, Tom is “time-starved.” He can never
find enough hours in the day to do the things he wants to do. So
why waste time on something like the mail?
The Need for Stopping Power
In direct mail marketing, this scenario represents one of your
greatest challenges — stopping power. Your postcards have to
overcome great odds to stop people long enough that they (A)
read your message, (B) understand your message, and if all goes
well, (C) respond to your message.
But it all starts with getting the reader to stop.
Without stopping power, your message will be ignored, your offer
will be missed, and your postcard will earn a one-way ticket to
the nearest trashcan. So in order to maximize the return on your
direct mail marketing investment, you need to crank up the
stopping power of your postcards.
Here are three ways to do just that.
Stopping Power Ingredient #1 — Relevance Relevance means
your offer should match your audience. This is a two-part
concept. First, you must know exactly who your audience is and
what they want or need. Then you must communicate with them in a
way that capitalizes on that knowledge.
Direct mail marketing gives you the ability to segment your list
and tailor your message, more so than with most marketing
channels. Today’s database technology makes it easy to create a
highly targeted mailing list for your postcard marketing
campaigns. With such specificity at your fingertips, there’s no
reason not to crank up the relevance of your message.
Stopping Power Ingredient #2 — Singularity
One idea per postcard — that should be your messaging goal. One
product, one service, one event, one idea, one objective. The
further you go beyond that, the more you dilute your message.
The best marketing postcards are the ones that readers “get”
right away. This comes from having a singular focus, a singular
idea, and a singular objective. (It also helps when the postcard
is well written, but that’s another article.)
There’s not much room on a marketing postcard, so you can’t fill
it with multiple topics. That’s the job of a website, brochure
or booklet — not a postcard. Put too much information into such
a confined space, and it will seem intimidating and
unapproachable to many readers.
Remember Tom and his ruthless screening process? Give him too
much to think about at one time, and out you go!
Stopping Power Ingredient #3 — Simplicity Here’s a good
formula for keeping postcards simple and clean, while at the
same time delivering a strong enough message to evoke a response:
Create a billboard side and a message side. The billboard side
is the purest form of stopping power. It’s light on copy but
heavy on message. It includes a killer headline; relevant,
eye-popping graphics; and something that gives the postcard
The message side picks up where the billboard side leaves off.
It delivers on the promise and tells the reader what to do next.
It also offers some kind of reward for the reader to take that
Tom has finished screening his mail. In the trashcan, you’ll
find a handful of marketing pieces that lacked relevance,
singularity and simplicity. Held onto the refrigerator with
magnets, you’ll find the marketing pieces that had all of these
ingredients — and these are the champions of stopping power.
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