How to Prepare Before You Send a Postcard to Known Contacts
You already have the hardest part: relationships. A well-prepared 4x6 postcard simply gives your existing contacts an easy next step to reach you. Use the steps below to clarify your audience, message, and offer before you design.
1. Get clear on who this postcard is for
Your known contacts are not all the same. The most effective postcard speaks to a very specific slice of your network.
Ask yourself:
- Which group in my contacts will benefit most from this offer right now?
- What do they have in common (role, stage of business, challenge, goal)?
- What language do they naturally use to describe their struggles or aspirations?
• Small business owners within 50 miles
• Past clients who haven’t worked with you in 12+ months
2. Clarify the outcome you help them achieve
Known contacts already have some trust. What they need now is clarity: What will working with you change for them?
Try filling in this sentence before you write any copy:
Fill-in-the-blank prompt
“I help [who] go from [frustrating situation] to [specific result] in [time frame or process].”
Example: “I help women business owners move from scattered to laser-focused with a
90-day, step-by-step growth plan.”
3. List the top pain points you solve
On a 4x6 card, you don’t have space for a full brochure. Focus on the top one or two pains your audience already feels.
- What keeps them stuck, frustrated, or second-guessing?
- What do they complain about to you or others?
- What is the cost of staying where they are?
• “I know what I want, but I’m not moving.”
• “I’m tired of guessing at my next step.”
4. Define a simple, concrete promise
You’re not promising to fix everything on one card. You’re promising a next step with you.
- “Walk away with a 90-day action plan you can actually follow.”
- “Get one big decision off your plate with an outside perspective.”
- “Clarify your top 3 priorities for the next quarter.”
5. Choose a compelling offer for your warm audience
Because these contacts already know you, you can invite them into a slightly deeper conversation than you’d offer in a cold campaign. This might be:
- A complimentary 20–30 minute clarity or strategy session.
- An exclusive audit or mini-assessment for your network.
- A limited number of discounted “first session” slots for this month.
Tie your offer to a clear benefit and, if appropriate, a gentle limit (for example, “for the first 15 people who respond” or “this month only”).
For my existing network, I’m opening a few complimentary Clarity Sessions this month.
In 30 minutes, we’ll identify your top challenge, map out your next 2–3 steps, and decide if ongoing coaching is a fit. No pressure, just real help.
6. Add brief credibility & social proof
Your contacts may know you personally, but still need reassurance that you do this work professionally. Add one short credibility line or testimonial.
- A short line about your experience, training, or niche focus.
- A one-sentence testimonial from a past client (with permission).
- A simple indicator of results (e.g., “helped clients clarify over 100 growth plans”).
7. Decide on one clear call to action (CTA)
The golden rule of postcard design: one card, one CTA. Make it ridiculously easy for your contacts to take the next step with you.
Popular CTA options for known contacts:
- Text-based: “Text ‘CLARITY’ to [your number] to book your session.”
- QR code: A short link and QR code leading to your scheduling page.
- Direct email: “Email me ‘I’m interested’ and I’ll send available times.”
On a small 4x6 postcard, your CTA should stand out more than your logo. Use a bold color, enough white space, and simple instructions.
8. Confirm your contact details and booking flow
Finally, make sure every pathway on the card leads somewhere that works:
- The phone number is current, and you can receive texts or calls.
- The link or QR code leads to a live calendar or landing page.
- Your email address is spelled correctly and actively monitored.
A short URL (or custom domain) and a branded scheduling page make the experience feel more professional and aligned with your offer.
Quick Prep Checklist Before Your Design Session
- A focused audience segment from your existing contacts.
- A “who → from → to” outcome statement.
- 1–2 pain points written in your audience’s own language.
- A simple, concrete promise for your offer.
- A warm offer tailored to people who already know you.
- One credibility line or micro-testimonial.
- A single, bold call to action (text, QR, or link).
- Verified phone, link, email, and booking flow.
Bring these notes, your logo, and your contact list to your session and we’ll help you turn them into a targeted, measurable direct mail campaign.