Turning One Second into a Sale - By: charen smith

Imagine this: you’re sorting through a pile of mail you just brought in. You scan each letter, each postcard, each everything that happens to be in that pile, judging immediately whether or not you need to keep it or just throw it away. The bills, cards from people you know, and other important pieces or mail get placed in the keep pile. The advertisements get just enough attention to tell if it’s an advertisement, and then you’re throwing it in the trash.

But you don’t throw away all of them. One of those custom postcards happens to make you stop. Perhaps it mentions a deal that sounds good, perhaps it has an image that makes you pause for just a little longer, or any other factor that elicits a delay long enough for you to read everything else it says.

This is a very common scenario, something happening in millions of homes all across the country. All most postcards get is a seconds worth of a person’s attention, and in that second a decision is going to be made whether or not they read more or throw it away.

What makes this even more difficult is that they aren’t deciding whether or not they want to keep it or throw it away, they’re intention is only to see what it is in order to throw it away, meaning you have to surprise them. You have to get their interest even though they weren’t expecting their interest to be gotten.

Every company that uses postcard printing has this same task to face, and many of them aren’t up to it, which is what leads to all those postcards getting thrown in the trash each day in so many houses.

What can you do to stop it?

Give people something they want to see. Create a postcard with the visual flare needed to get a person to pause, and once they do pause, hand them the right information to make that pause turn into a longer stare.

What image you use, what language you use, what purpose lies behind your postcard printing, is never going to be the same. It might be a sale, it might be a new product release, it might be a new store opening, or any other thing, and each will have its own means of getting people to look.

Know your audience and know what they want to see and what they want to get. That’s the only real way to ensure you’ll be able to gain their attention. If you don’t even know who you’re targeting than how are you supposed to appeal to them.

Hone your message, present it in the most interesting way possible, and be sure you’re only sending your postcards to people who are likely to bite, and you’ll find more and more of your postcards making it past the first second test. All it takes is that one seconds worth of attention to turn your postcards into a future sale.

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