If you're going to capitalize on this low-cost form of direct marketing, consider what your offer might be. The offer is key. Examples: A recent postcard deck mailing to me contained offers from around the whole nation for free catalogs, a free dental consultation, a reduced-rate hotel suite, a free design appointment, a 10 percent discount, a multitude of free brochures, a bargain weekend in San Francisco, a specially priced dinner for two, a 40 percent discount, a chance to get on a mailing list, and a free shirt if I bought five.

Large and small businesses were advertised. Local and national. Products and services. New and old firms. Some had been included in past postcard deck mailings. Others were newcomers. As you can tell, word is spreading. Most decks contain actual postcards, which recipients return to request the free enticement. These are usually not postage-paid. Other decks contain only coupons, not postcards. Their offers are similar to those made on postcards, but people have to present them in person in order to get the special deal.

This kind of group marketing has been going on since the 1970s, so even though you may not yet have experimented with it, you most likely have received a few postcard decks. Because 89 percent of companies who try them continue to market with postcards in decks, you've got to assume they work. Everyone I know who has employed this weapon says so.

How about you?