Direct Mail Postcard Marketing

Not sure what you're planning to do exactly but I'd look up Bob Ross here on the forum and check out his threads. Great starting point for postcards.

Can't really be any more specific than that without knowing more.

Cheers,
Ryan

Instead of postcards, I like to send an actual envelope with some sort of token in it. Any small object from the dollar store would work.

I've used nuts and bolts, poker chips, dice, coins, etc.

Far more likely the person you are trying to reach will open and read your offer!

I have always used postcards to promote my business.
I made $14,000 in six weeks from mailing 1000 postcards
to people wanting to make income from home.
Regardless of what business you desire to promote postcards
are great.

I never used postcards alone, usually I send mails on a twice a week basis and at times I change it with nice attractive postcards. For my bakery business I got my list from the customers who came in. If it is a takeout, I'll put a slip in the take out bag to fill up their details and ask them to put in a bowl when they come back next time. If they are having it in, I'll place the slip along with the bill. These slips will have space for reviews and suggestion and also the details and address space. My direct mail are delivered and designed by Troi Mailing Service in Toronto and they are doing it for me for over 4 years now. I get regular orders and customer responds to the offers are also great.

I do a ton of postcards for real estate with great success! I use EDDM.

One thing to note, the message is more important than the quality.

I mailed out an ugly 5.5" x 8.5" postcard that was printed on cheap 90 lbs Index paper bought at OfficeMax for $12.49 a pack (250 sheets in a pack). Total invest for paper, stamps, and printing was $310.59. Total commission back was $16,900. 5,500% ROI!!!

It's like making money out of thin air!

The good news is that list data is relatively inexpensive. I don't know how much it would be for local residents/business in your area because costs vary widely so you need to do some investigation. Regarding postage, I recommend working with a turnkey direct mail house that does everything for you because they have all of that in place and will make sure you're paying the lowest postage fees.

Targeted or Saturation?

With any type of advertisement you need to make sure it looks and sounds professional. I advise against saturation. It will waste money because those you want to target will just toss the post card in the trash. A colorful, well done, graphic to catch the eye and get the attention so they will actually read what you say. It can be in one color, but it has to be well done. This is what I've seen work. Your mileage may vary.

koocnaed,

I would like to share this about my direct mailing experience(s).
My coaching students and I have an average of 17% conversion rate from cold prospect to paying client using this direct mail procedure (it's not rocket science)

First and foremost:
Select your targeted niche, create a list of 100 prospects, verify each one of them are currently spending money on advertising - this means they understand the importance of marketing.

#1) Identify a common marketing pain point and easy to implement solution in the selected niche. Example pain point: Most business owners want more customers, more profits, and more free time... those are types of perceived pain points that are common to business owners in general...

#2) Create a 3-5 page informational letter that describes the problem you see in their marketing and how to fix it - Yes Really Tell Them Something Useful And Really Help Them Solve It - Do not worry about creating the perfect copy etc. Be you and be real.

For example: (this is what I call my 'Billboard Cash Bonanza') If you picked 100 businesses advertising on billboards in your town - your letter should tell them about the importance of Geo Identifying* everything they have online. This will complement the billboard(s), get outrageous ranking juice for mobile phone searches for their products and services and will attract more customers looking for just such a product/service by being Geo Identified for all the GPS systems that pass the by that sign too.

You could inform them about how all USA cars from 2015 on are federally mandated to have location tracking built into them and now is the time to get their business listed in the all the GPS tracking systems. Sample Statement: "The cars will know where your customers are and will help you to find them if you tell the cars where you are located so they can..."

Don't be afraid to let them know you are aware they are spending tons of money on that sign and wanted to make sure they are maximizing their return on investment.

You'd want to expand upon this and offer them more information but this should establish the point I am sharing here.

In this example, your problem/solution message is of real value to every billboard advertiser in your area and is based on two commonalities: 1) That they are spending money on billboards (means they want more customers and understand the importance of advertising). 2) Geo Identifying their business needs to be in everything they have online to get more customers and they can do this without spending anything more than they already are. You pointed out a problem (a hole in their marketing efforts) and have suggested a massively valuable solution to the problem they may not even be aware of.

It all ties back to effectively helping them attract more customers. This is of massive value to them and is 100% real and true. They will feel as if you are talking directly to them but your marketing message is generic enough that it can go to all 100.

Important note: Notice I Have Not Told Them HOW To Do It, only the importance of it needs to be done and why.

'How to do it' is what the call to action is for...(talking more about how important it is for their business (strengthening the rapport) and then offering to help implement it for a small reasonable fee).

*Geo Identifying = ensuring the geographical location of their physical business using actual latitude and longitude as well as NAP (name, address, phone) is consistent and present in all their online marketing efforts. Most importantly the top citation sites relevant to their niche.

#3) Once your informational letter is created, use your 'letter' as a script and create a short, relevant video for your prospects. Basically repeat the letter out-loud and capture it. Hint - Stand Up When Creating It (increases your energy, and is more engaging).

#4) Burn the mp4 file to a CD as a data transfer, and put it in a DVD slimline case (use cover art if you want - I don't).

#5) Create a landing page, embed the video on it (I use YouTube unlisted for hosting the video) Have a Call To Action (Simple Is Better): Call Me

#6) Package it all up in a 9x12 manilla envelope handwritten and addressed to them (pay your kids to do this part). If you cannot get the owners name from the internet, call them and ask for it. I added my script below in the Q&A.

#7) Mail it.

#8) Wait 3 - 5 Days. Calls will start to come in

#9) ANSWER THE PHONE! Engage with them, Help them, give them the information they need to know and Always offer to do it for them if they need help doing it.

#10) You will get some clients from this even if you stop here, but not all that you could get. At day 7 (from mailing date) proceed to step 11

#11) (Extra Credit): Call the ones that have not called you and ask this question "did you get the package I sent?" You Now Have a Legit Reason to Talk to Them! You Will Be Amazed at how many will say yes I did, thank you so much. I've been meaning to call you but have not had the time...and this is exactly when you ask; "when would be a good time to chat because I have a very important update for you since I sent that out about then newest changes Google is making..."

It's completely true. Google changes the rules everyday. Just go to the business product forum and look at the latest announcement - tell them about it.

For example: today as of this post, this is an actual conversation I have had over the weekend. "...are you aware Google is currently deleting business listings that have not been verified/re-verified in the new Google+ business listings dashboard that 'they feel may be duplicated listings.' Actual business owners are losing their business listings and maps placements because they did not see the email from G about it. Have you or your team taken the steps necessary to ensure your listing does not get deleted?"...

This is real and is happening right now - this single paragraph is of massive value for you and you should feel compelled to share this information with every single business owner you can.

How do you present this information to a business you just walked into or called? Just ask them if they have heard about the newest Google changes to the business maps listings? Then you can go on to explain that you do not want them to lose their business maps placement listing because G felt that since they may not have verified and/or re-verified their business listing in the new places dashboard it was not relevant anymore and is deleting them.

How do they keep from being deleted? All they have to do is verify and/or re-verify their business listing on Google in the new dashboard. If they need some help doing this, offer your help (for a small reasonable fee of course).

FAQ's I'm asked by my students:
Q: Why such a long letter?
A: I explain a real problem they have and give them a real solution. At the very end, I offer to help implement the solution if they need it.
Q: What is the common pain point you point out in your letter and video and what is the solution you offer?
A: It depends on what your skill set is and what you like to do - I highlighted the pain point topic I focus my message on in the #1 top post.
Q: What video format should I use? wmv, mov, mp4, ogg, webm, etc...
A: I use mp4. It plays in and on 98% of everything and is almost the accepted standard (be advised there is no 100% perfect video format solution).
Q: Why use a CD and not a DVD to burn the files onto?
A: I use cd's because they play in just about any computer and will work in newer dvd players too (I use -r cd's) and it's the fastest way to make them.
Q: Do I have to use anything special to make my video standing up?
A: Nope, use what you've got. A smartphone works great! (instant upload too)
Q: Slimline cases - like jewel cases the clear plastic ones?
A: NO - use the DVD slimline cases - increases perceived value. You know it's only a cd but they think of it as a DVD movie...
Q: How do I create a landing page and do I personalize it to them?
A: Simple, Easy, Fast & Cheap: Use wordpress and a plugin - there's ton of them. Do Not Over Complicate This - there are way to many options available to make this part so easy, use what you have and make it work - Action is the most important element here!
Q: What do you put on the cover page?

Well, your conversion rate will be almost intolerably well but it is still a popular method for a reason - it works for many industries.