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A smoke-filled room, the dealer in his tuxedo, putting the cards on the table one player at a time and calling out the lie. Each player considers his move before laying out their bets. Being a card shark in business shares many characteristics with a classic game of poker, but there are dozens of dealers, and thousands of players whose money you want on the table. Learning how to effectively use post cards in your advertising campaign can bring great results.

Playing the card game in business has many key elements, first of which is to assess your future, current and past customers. Who are they? Where do they come from? What characteristics do they share? If you are going to stack the deck, you need to know who is most likely to place a bet. If you are opening a new business, you had better have already studied the market, and have answers to all of these questions!

One of the trickiest things to obtain will be a mailing list that fits your demographic market, with a small amount of ‘bleed’ on the edges. You want a little ‘bleed’ because the reasons you are laying out the cards is twofold. First, you want

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Written by: W Thomas Payne
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