What makes physical postcards more effective than digital ads for artists?

Physical postcards offer several advantages over digital advertising. First, they’re significantly less expensive - you can reach 250 homes for about $40. Second, there’s far less visual competition. When a beautifully designed postcard with artwork lands on someone’s porch, it’s not competing with hundreds of other posts scrolling by on a screen. Third, people treat them differently - a postcard with beautiful artwork won’t go in the trash like typical business cards or flyers. It ends up on the kitchen counter where family members see it and discuss it, then often moves to a desk where it stays visible. Fourth, you only need one conversation to pay off the entire investment - one commission, one connection to an interior decorator, one referral. Finally, being local matters tremendously. People love hiring local artists and discovering local talent, and a postcard immediately establishes that neighborhood connection in a way digital ads cannot.

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Asked by an artist comparing advertising options · Answered by Patrick Shanahan · art-marketing-podcast · 2024-06-13