For local service companies, postcard marketing can be an incredibly effective way to attract new customers and grow your business. Whether you're in lawn care, HVAC, plumbing, or pest control, postcards allow you to target specific neighborhoods and generate leads in a cost-effective way. But to make the most of your efforts, it’s important to follow proven strategies for direct response marketing.
Dan S. Kennedy, a leading authority in direct marketing, has developed 10 “commandments” for maximizing success in any direct response campaign. Here’s how these principles apply to postcard marketing for your local service business.
Every postcard you send should include a specific offer. The goal is to entice the recipient to take action, whether it's a discount, a free consultation, or a limited-time service package. For example, a lawn care company might offer “50% off your first mowing” to get potential customers interested.
Your postcard should create urgency. People are more likely to act if they feel like they might miss out on a good deal. Include a time-sensitive element like, “Offer ends September 30." Deadlines such as this push prospects to respond quickly rather than putting it off.
Don’t leave your potential customers guessing. Make sure your postcard has simple, clear instructions for how to take advantage of your offer. Whether it’s calling a phone number, visiting a website, or scanning a QR code, the next step should be obvious. For example, “Call 555-1234 to schedule your first lawn service today!”
You need to know if your postcards are working. Include unique tracking methods, such as coupon codes or dedicated phone numbers, so you can measure the response rate. This allows you to evaluate your campaign’s success and make adjustments as needed.
While brand awareness is nice, the primary goal of direct response marketing is to generate leads and sales. Any brand recognition you gain from your postcard campaign should be considered a bonus, not the main objective. Your focus should always be on getting a direct response.
One postcard alone may not be enough to convert a lead. Follow up with additional mailings, emails, or even phone calls to reinforce your message. For example, after sending out an initial postcard, you might send a second one offering a special promotion to those who haven’t responded yet. Consistent follow-up increases the chances of converting leads into paying customers.
Your postcard copy should be clear, specific, and focused on the benefits your service provides. Avoid vague claims like “We’re the best!” and instead highlight what you can do for the customer, such as “Get a beautifully manicured lawn without the hassle.” Strong, benefit-driven copy gets better results than generic hype.
Direct response postcards are about driving action, not just looking pretty. Focus on function over form—your design should be clean, easy to read, and structured to guide the recipient to take action. It doesn’t need to look like a glossy magazine ad; it needs to look like something that makes people want to respond.
At the end of the day, your postcard campaign is only as good as the results it delivers. If a particular approach isn’t working, don’t be afraid to change it. Testing different offers, designs, or target audiences can help you optimize your postcards for maximum impact. If it doesn’t generate leads or sales, it’s not worth continuing.
Direct response marketing takes time to show results, especially if you’re just getting started. Commit to running your postcard campaigns consistently for at least six months. This gives you enough time to test, adjust, and optimize your strategy. Don’t give up after one or two mailings—persistence is key to seeing success.
Postcard marketing, when done with a direct response mindset, can be a powerful tool for local service companies. By following Dan S. Kennedy’s 10 commandments, you’ll ensure that your campaigns are designed to generate leads, boost sales, and grow your business. Remember, every postcard should have a clear offer, create urgency, and provide a simple way for prospects to respond. Track your results, follow up, and stay disciplined with your marketing efforts over time.
With the right approach, postcard marketing can become a reliable source of new customers and steady business growth.
If you're interested in diving deeper into the strategies that make direct response marketing so effective, I highly recommend checking out Dan S. Kennedy’s book No B.S. Direct Marketing. It’s packed with actionable advice and real-world examples that can help you sharpen your marketing skills and drive results for your business. Whether you're just starting out with postcard marketing or looking to refine your overall marketing strategy, this book is a valuable resource. You can find it online or at major retailers if you want to learn more about Kennedy's proven methods for growing a business through direct response marketing.