• Easy does it - Don’t overwhelm the prospect with details or complex offers on the post card. Don’t ask them to enclose a check, add a postage stamp, or use an envelope.
• Just have prospects fill out their name, address, phone number, etc. And leave enough room!
• Use a business reply permit - it almost always increases response. After paying a relatively low annual fee at your local post office, you’re in business. And since you only pay postage on the pieces that are returned, it’s cost-effective in the long run.
• Make your offer pop! - Put a reader-oriented benefit in the headline. “Find out how to reduce your heating bills by 50%,” is better than, “Find out more about the Acme Furnace Company.”
• If your offer is free, use the word “free” in the headline or subhead.
• Show a picture of your catalog, booklet or other free information on the post cards.
• Put a caption under the picture that says “yours FREE.”

Give them lots of response options:

• Don’t limit prospects to one response. Some only want more information. Some may want to be contacted personally. Include check boxes prospects can use to indicate their level of interest.
• Include your company’s phone number and your fax number so hot prospects can fax the post card for faster response. Be ready to follow through.
• Make sure you can deliver what you’ve promised on your post card - quickly. Whether prospects requested more information, a call from your company, or a product sample, follow through fast.
• If you’re sending more information, put the words, “Here is the information you requested” on the envelope or package.

Don’t treat the fulfillment stage as an afterthought - it’s a golden sales opportunity. Prepare your response carefully and include enough in formation to move prospects to the next stage in the sales process.