Dan Kennedy said a postcard to website CTA doesn't work well. Is this still true?

I have had a ton of success with postcards with my website address on it.
Most people when they receive a postcard or letter will jump on the website
if they see one listed. Having a lead capture page listed that leads to a
online marketing funnel promoting your products, services or business has
worked well for me.

Just in case the person who receives the postcard doesn't want to call you but
just review more info on your website you need an web address to send them to.

If you are doing postcard mailings in 2016 make sure you list a web address because
the person will pull up your site if they have serious interest in what you offer.

Yes, it absolutely is still true.

Go for the phone call, don't waste your time trying to push a website CTA. Doesn't mean you shouldn't have your domain listed somewhere on the card, but your CTA should definitely be for them to call.

Those that call are much more likely to buy, instead of relying on someone going to your website, becoming a lead via form submit, then having to buy.

Kennedy has said that it can work. I think he did the postcard campaign for Michael Kimble that mailed into the tens of millions that took people to a VSL.

Good information guys. If I can figure out the technicalities I think I'll offer a URL to a webinar registration and a phone number to a tele-seminar version.

Agreed.
I just send a mailing out in the last month using highly personalized letters with the prospect's first name, state, industry, and a PURL going to a Personalized URL on my website that was also personalized with their name, etc.
Response was abysmal.

I would say that anytime you are seeking a type of lead capture - be it on a web page or a mailer the more avenues of contact you place the better you are. Using a single method creates friction. Using multiple methods dilutes the friction and creates choice. Choice at this point in the game is your ( the marketers ) friend.

With a website, you would probably want 2 forms of contact: a form and a phone number. you CAN direct the flow by adding friction to either of these. what I mean is you can direct more people to call by expanding the contact form ( increasing its friction ) thus making the phone call the path of least resistance. you can also decrease the form size and increase the friction of the phone call - adding contact hours... leave a message we will get back etc

With a mailer, you would want to use a tried and true marketing trick and offer 3 options. the order in which these options are presented should dictate which one people will gravitate towards. 3 options listed 1 2 3 statistically most will take option 2.

I have a mailer that has 3 options #1 is phone, #2 is text, and #3 is web. the primary conversion from the mailer #2 wins every time. phone calls are second and web response is last. The secondary conversion ( actually taking action ) #3 is far and away my best conversion - this is the most direct path to action. In options 1 and 2 there are simply added steps and more options out of the funnel. with #3 you are either in or out once you get there. #2 you respond to the card, then you have to get them to a website from there ( an added step ) and the fall off rate with this one added step is pretty bad. The phone path.. I get a good number of primary conversions, BUT the secondary close conversion rate is piss poor.

All that being said, over time, #1 does turn into my best method of contact. Point of contact does require confirming an address - I then also have a name to that address and I also have qualified the need for my service ( satellite services ) A couple added questions in the first contact and I have a laser pointed lead that can be nutured and ultimately closed at some point in the future.

That particular mailing used just PURLs. i have had better experience in the past using phone numbers and even better experience including a P.S. which encouraged texting.