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Using postcards to generate calls and referrals

from By Jeffrey Dobkin

A letter is the best marketing tool. In a letter, you have time and space to sell, sell, sell. You can explain benefits and features. You can show facts and figures. But a letter is a lot of work and expense: printing, folding, including a brochure to add a harder sell and credibility, envelope, mail shop services for inserting, postage, affixing postage, imaging name and address. Lots of handling. Postcards, on the other hand, can be effective and are certainly less work. Postcards enjoy high readership because once the recipient picks it up and is ready to toss it out — hey, she's read it! more

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