How to Become a Postcard Marketing Ninja

If you are reading this introduction, it's probably because the article's headline did its job. That's what you must do in your postcard marketing campaigns, and you must do it in five seconds or less. This is where direct mail headlines come into play.

What's a Postcard Marketing Ninja?

Postcard marketing ninjas are rare. At last count, there were only about a dozen of them worldwide. So while you may never actually join the ranks of the postcard marketing ninjas, you can certainly adopt some of their practices -- and by doing so, you will elevate your postcard marketing program to new levels of success.

Postcard marketing ninjas have truly mastered the art of direct mail marketing with postcards. As a result, they can achieve response rates that "mortals" like you and I can only dream about. But we can certainly emulate them to improve our own success.

Postcard Headlines - A Tool of the Ninja

Your postcard headlines are a great place to employ ninja wisdom. Direct mail postcards must grab the reader's attention with the promise of something gained. With only a glance, the reader must understand what he or she has to gain by reading the rest of the postcard. Otherwise, the postcard will be tossed aside. Postcard marketing ninjas never have their postcards tossed aside, so we must strive to be like them.

Here are some ways to sharpen your headline to a fine point, thus transforming it into a highly effective tool for postcard marketing success.

Make Your Headlines Simple and Clear

Complexity is the enemy of direct mail headlines, so keep your headline simple and straightforward. Your recipients should get your point and understand the benefit right away. They should not have to read the headline twice or scratch their heads over it. Rewrite your headline until it's as clear as possible at first glance.

Follow the Rule of Ten

The Rule of Ten suggests you should write your headline ten different ways, and then systematically eliminate the weaker ones. You can eliminate them in a number of ways. Try reading them out loud to see if any sound awkward. If so, remove them from the list. Then try showing the other to friends or colleagues (or to test subjects, if you really want to get fancy). Ask which one motivates or interests them the most, and why.

Repeat this until you narrow your list down to the top three headlines. Then put the list aside for at least a day. When you return to it, ask yourself the questions below:

• Does my headline offer a benefit?



• Is that benefit crystal-clear?



• Does the headline identify my primary audience in some way?



• Is it interesting enough to move the reader into the message?



• Does it suggest something of value to my reader?



• Does this headline identify my primary audience in some way?



• Is it honest and relevant to my product or service?

Conclusion

Headlines have the power to make or break a postcard marketing campaign. Postcard marketing ninjas know this and treat their headlines accordingly, honing them until they are razor-sharp and on-target. Write them. Revise them. Hone them. Track and test them. And then start the process over again. You can't afford to do anything less.

* You may republish this article online if you retain the author's byline and the active hyperlinks below. Copyright 2007, Brandon Cornett.