Hi-tech (email, social media, websites) versus the Postcard?

Now that we have an offer that nobody can resist (the message), the next problem is how to deliver the message in a manner that will ensure that it is read by the right person? How to tell them “what’s in it for them” – try a relatively inexpensive method of simply sending a postcard through the mail.

In the right circumstances, the simple postcard can be more effective than email and much more than with other forms of direct mail.

Consider this: a very major problem is to ensure that the person you are sending this to actually receives your offer. Today’s emails are riddled with spam, if it is from an unknown person or organization – you delete or open such email?

If normal mail, same problem, often it comes from an unknown source, or it looks like advertising mail or either it is not opened and just thrown away or the receptionist and/or secretary opens your mail – and listens to her boss’s instructions and throws the advertising leaflets in the rubbish bin – and the boss never has a chance to see it.

So why are postcards any different? A postcard does not need to be opened; it can be seen immediately, by anyone in the vicinity; it should have an eye-catching photo on one side and a very simple, but powerful offer on both sides that can be seen in an instant.

The offer must have a deadline (to encourage action) a contact name phone/email and if necessary, an email address with a direct link to the page explaining the offer in more details, if required.

Furthermore, you should remember that postcards are “volume” game and if you get a 2 percent response rate – that’s great! You also should never judge a campaign on the basis of a one shot mailing send the same ‘postcard’ 3- 4 times, then decided on your next move.

Consider using ‘postcard’ marketing under the following 3 conditions:

1. When you are selling low cost products looking for cheap leads

2. When you are looking for a first class direct mail which will arrive to your prospect customer in a day or two. The bounced mail will be returned to you so that you can keep update your in-house list.

3. When your offer has a very short deadline.

4. When it is least expected – relevant to the type of product or service you are selling and or the actual offer.

Create your postcard as simply as possible. Postcards are for short messages and lead generation. Don’t try to explain everything in such a limited space. It’s impossible to close the sale in a two-sided postcard. Simple, bold headlines, short and clear message with a given deadline definitely work well.

A postcard is a low cost sales tool and can be maximized by personalization. Address your individual client, send them a birthday wish and offer, or even give offer according to their interest and economic situation.

If you are struggling to get something read by your prospect customers, try out your postcard marketing and you’ll find it incredibly effective.

As always, I welcome your comments and am available for further discussion on making your business grow - http://www.asiamarketing.biz/

ferdi@asiamarketing.biz