Was there really a great offer inside? I don't know, because I threw it in the trash before I had a chance to look. Why did I throw it in the trash? I didn't trust that there was a great offer, or that I'd care about what the offer is.
The fact is, any company sending me an advertisement is going to make it sound like what they're offering is the best thing in the world for me. Them telling me I'm going to love something isn't enough to make me care.
This is where postcard printing comes in as the best alternative to the sealed envelope, and a great way of ensuring you get more people to read your ads.
Why do postcards work so well?
As I said earlier, them telling me they have a great offer for me doesn't move me to find out more, but if I'm shown that great offer right from the beginning things change. Don't tell me you have a good sale, but tell me what that sale is.
Because an envelope doesn't cover a postcard I'm able to see right away exactly what their sale is merely by looking down at the postcard. I don't need to rip open an outer layer to find out what the thing has to say to me, which increases the odds of me taking interest.
Advertising needs to get directly to the point or you won't be able to get people interested. Don't make them go to the additional effort of opening up an envelope. You saying you can give someone a good deal doesn't really mean that much, because let's be honest, a company's opinion on what is a good deal is a little biased.
The more up front you are about the information and the less effort I need to go to in order to find that information out, the better the chances are you'll get my interest enough to come in.
Remember that most people just glance across advertisements in the mail before deciding to keep them or throw them away. You need to get their attention in those few seconds or you'll never get their business. Don't block your message with an envelope when you have postcard printing open to you as an option.
Anyone sending anything through the mail has stiff competition to deal with. You not only have to get my attention, but get it before anyone else does. If you're hiding your message from me behind an envelope, I can assure you I won't be reading what you have to say.
