Greetings. Having owned one of the top 5 national postcard printing and mailing companies and also doing email marketing since 1994, I can tell you your question is a common one.
Fortunately there is a ton of wisdom we have gained over the decades in regards to reaching out to an audience.
Think more in terms what they want, than what will get their attention.
We say: "How can you bless them?" In other words, what can you do FOR them that will make them smile and be grateful.
You didn't mention the type of business or industry.
If they are local, host an event at your place of business and give something for free. (free dessert, free scarve, 1 free room cleaning, free drink/slice etc)
More than attention, you want to build RELATIONSHIP. You want them to INTERACT. You want them to become TRIBE MEMBERS.
If these are not local people...still bless them. FREE CONSULTATIONS are NOT blessings :). What is your targets biggest problem. How much of it can you solve one time as close to free as possible.
This may seem counter-intuitive or unprofitable. But the reality is, people will respond to something that helps them. A free oil change is more likely to get them to come back for your great service in 3 months than a coupon for a cheap one when they don't know you.
Offer a book that will help them with their goals. 10 Mistakes to Avoid when Selling Your House. 5 ways to Get rid of Bedbugs - Today. How To Get 10,000 Social Media Fans in only 90 days. 10 Proven Secrets To Lower Your Car Insurance.
Then inside the book reveal problems and providing best practice solutions. Mention that your firm can help at each solution.
There is a ton of content and a ton of copy that you can use to attract leads.
Postcards are cost effective. Use them, but what you offer and HOW you offer is super important. Be sure to follow up with multiple mailings or with a phone call. If you want a phone call, increase response by using a picture of a phone next to the number.
Use pictures of people, preferably smiling using your product.
Focus on the "whats in it for me" rather than the Features or Benefits.
Make sure the first postcard is just the entry point into your sales process/funnel.
I would love to get on a call with you and help you hash out some copy or develop a mailing marketing strategy.