Some of the “secrets” the marketing professionals use in accounting or tax postcard marketing are:
Write to one client.
Think of your best prospective client. Identify all of the characteristics that comprise this client’s demographic, and gear your postcard to this one person only. Yes, your postcard definitely will mail out to more than one household, but writing to your perfect client helps you focus on your ideal headline, copy, promotion or service and offer. Now, define your mailing list according to these demographics, so you will be sending each postcard mailing to the best potential households to call or come into your accounting or tax office.
Keep your message simple.
Someone new to the accounting or tax marketing world often wants to pack as much information as possible into their postcards, thinking that the more information they include, the more clients they’ll gain. But the most powerful postcard marketing delivers a singular message to a motivated reader. Remember to keep your message simple by featuring one promotion or service and delivering one offer to one potential client – your BEST potential client.
Simple, engaging, smart design and short copy perform best on postcards. Limit your copy to a headline, a few short lines or paragraph, and a few bullet points listing your benefits or features along with a compelling offer and call to action.
Offer something truly unique and special.
Apart from sending your postcards to a well-defined, targeted mailing list, this is probably the best piece of postcard advice you’ll ever get: Offer something truly unique. If you’re offering 10 percent off or a free accounting or tax consultation, you can get in line behind every other practice doing the same thing. The trick is to come up with something you can give away that your potential clients can’t refuse yet does not jeopardize your return on investment. If your offer is special, and your target audience is interested, you will achieve a much higher response rate.
Accounting and tax marketing professionals employ a host of techniques to boost postcard response rate, but compelling copy, smart design, well-targeted mailing lists, and an outstanding offer are really all you need to launch a remarkable postcard direct-mail marketing campaign that will yield great results for your accounting or tax practice.
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