From Playing Your Cards Right you learned the many elements that go into an effective card pack ad campaign. Dealing Your Hand showed you how to combine those elements for your own card pack. Now let's take a look at the end result: the printing process and how you can gauge your results.
The Printing Process
If your time is limited and you don't have an advertising agency to create a card for you, ask your card pack publisher. They usually charge for this service but the cost is fairly low.
Just supply them with your artwork, photo, logo and your copy. They'll take care of the rest.
Make sure you proofread their finished product before it's mailed. If your headline said, "Two Free Tees!" and instead there's a typo and it says "Two Free Pees!" - you probably won't be real happy.
Response is the Key
It's the name of the game. So give people a variety of choices on how they can respond.
All your vital telephone numbers, fax, 800. Your company's complete address. Web site. Email address.
Anything and everything you have where they can contact you. If you offer 24-hour service, let them know.
Accept credit cards? Tell them. And if you don't, consider this service. Many people rely on their credit cards. If the product/service is poor, they know their credit card company will stand behind them.
It's another way to eliminate skepticism of ordering a product through the mail. Think about this alternative as well. You could offer to delay billing until they receive their product.
Cards that are postage paid generate more response. People just don't want to use the stamps they bought to pay their bills with.
Size Matters
If you're in the business-to-business market, consider the size of other companies. If you're dealing with a large establishment, they're going to have more purchasing power.
All you have to do to determine if they're a qualified lead is ask. Just put a place on your response card that asks for the number of employees, stores, etc.
Pay Attention
Watch the number of leads you're getting off your card pack. Are they a lot?
Test your offer. Is it working? If not, change it.
How's your copy? Is the price right? Graphics crisp? Test your card in several packs. Most card publishers will allow you a certain number of tests at one time.
Card pack advertising is a low-cost medium that can generate high profits for your business. Follow these basic rules and you'll soon become a card shark.
