55 Postcard tips by Brandon Cornett, Part 2

14. Strive to be different from other postcard marketing messages you've seen in your industry.
15. Build value into your message and your offer...
16. Just realize that true value starts with the product or service, not the postcard.
17. Make it your goal to make people say, “Gosh, I'm glad I got this postcard.”
18. Don't rely on yourself to come up with a big idea. Get your top “thinkers” together.
19. Seek outside input on your ideas. Run them by some of your best customers. Make sure that what you think is a “wow” isn't really a “yawn.”
List Considerations
20. Obtain your mailing list from a reputable source.
21. Find out how often your list provider updates their data. Make sure your list is as current as possible to increase deliverability.
22. If plan to use your in-house database, check the list for accuracy, duplications, etc.
23. Divide your mailing list into segments to allow for a more targeted message (current customers vs. prospects, for example).
Your Target Audience
24. Create an audience statement that outlines the people to whom you are mailing your postcards.
25. Expand your audience list to include their wants, needs, fears and concerns — everything you can think of that pertains to your audience.
26. Write down the various ways you (or your product) can satisfy their wants and needs.
27. Keep your audience statement handy as you develop your postcard message (next item).
Marketing Message
28. Pull out your audience statement from earlier. Craft your message in a way that bridges the gap between your audience and your objective.
29. Take your big idea from earlier (item #13) and inject it into your message.
30. Remember, the better your product (or the bigger your idea), the easier it will be to write about.
31. Create a message that solves a problem, presents a solution, and offers value.
The Postcard Headline
32. Create a direct mail headline that directly identifies your primary audience. Call them by name, if necessary.