Starting A Small Business?
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Starting A Small Business?

Starting A Small Business?

By John Jantsch

Don’t neglect the marketing power of the postcard!

When small business marketing fails, it’s because the small
business owner breaks non-negotiable laws of small business

You know I like repetition and consistency. How about sending
an attention getting message once a month to your entire list
of suspects for around 4.00 per lead per year. Nothing can
compete with it, not the Yellow Pages, not print advertising.

Postcards get opened too. Since there is no envelope to open,
it is more likely that your message will at least be seen, even
if the reader only casually scans his or her mail.

One of the keys to success with postcards is to use them in the
right way. You can’t make a sophisticated, information rich,
sales pitch on a 3 x 5 card. Postcards are the perfect tool to
use in conjunction with a two step advertising technique.

In other words, use the postcard to grab your target market’s
attention and get them to respond for more information, attend
a free seminar, or subscribe to your free newsletter. Then
you can concentrate on providing them with all the information
they will need to determine if they want to do business with
your firm.

Some thoughts on doing it right

Use color. You only have 2-3 seconds to get your point across.
Color will help you get attention. By color I mean a full color
photo or image. Digital printing has made color printing, even
in small quantities, very affordable.

Short, impact filled headline. You only have a small space to
get your message across. Grad your reader by the throat and
make them sit up and listen. Here is a great book to help you
learn this important writing skill.

Mail often. Postcards, and any direct mail for that matter, are
more effective when the message is delivered over and over.
Your credibility increases as they receive your mailing over
several months.

I have located a wonderful resource that will give you entire
system for putting this marketing strategy to work for you. It’s
called [url=]Marketing With Postcards[/url] and you can even download the
first 3 chapters for free. At least do that!

A couple of other uses

While I really like postcards for generating prospects, there
are many other great uses with your existing clients.

Special client offerings
News announcements
New product announcements

Send a mailing to your list and request “return service” from
the post office. This is one of the least expensive ways to clean
up your mailing list. (Check with the post office for the latest
information on using postcards. They have some very useful info)

Using postcards in any these manners also makes it easy to track
your results. By adding a “bring this card in for 10% off” gives
you some very accurate information.

Finally, I love to use postcards to test several messages and
offers. They are so inexpensive and simple to develop that you
can create several different versions, mail them to a portion
of your mailing list and then roll the winner out to a much
larger group.

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