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People Pleasing Postcards
by: David Phillips
Why are more businesses turning to full-color postcards as a key form of promotion? The biggest reason is the simplest: You don’t have to open a postcard. It won’t get lumped in with all the direct mail envelopes that people toss without opening.

If the postcard shows a very glossy, well-photographed picture of an attractive product, the recipient will very likely look at the picture and turn it over to see who sent it. She/he might well put it aside and think, “Next time I’m near the store, I’ll go in and have a look.” The postcard often sits out as an easy reminder of your store or business.

Cutting Costs on Mailings

When the economy is a bit shaky, you should increase promotion to keep your name in the minds of customers, but you also have to keep down your costs. To get maximum return for your marketing dollar, you can mail postcards up to 4 1/4 by 6 inches for between 17.5¢ and 19.5¢ each first class (the cheapest letter rate is 19¢ - 24¢). If you find the right company, you’ll likely be able to have 5,000 postcards printed for less than $400.

Finding the Right Company

Most businesses don’t have in-house marketing departments, so find a postcard company to help you. A postcard company can handle your mailing and save you money. It makes most of its profits from printing, not from consulting, selling, mailing lists and mailing, so it can often find you better deals on such services. The company should:

 Specialize in postcards. It shouldn’t just do postcards among other printing jobs. You’ll pay less because the company gang-prints cards. In other words, the company will print many different postcards in one large press run.

 Have some marketing knowledge and experience. The company should be able to advise you on mailing lists, design and quantities.

 Offer UV coating (laminated), full-color and 4 1/4-by-6 in. postcards. This ensures you get the highest-quality look and the biggest post card you can for the lowest mailing rate. The UV coating is essential for a very high gloss finish to make your product look good.

 Help with photography. Getting a good picture is vital to the success of your postcard. You might pay $150 to $1200+ for photography and, generally, you get what you pay for. However, some photographers do a good job without charging the earth. Your postcard company should have contacts with photographers. Once you find a company (it doesn’t have to be local – many do business with stores all over the U.S.), ask for advice on creating the postcard. Many companies will help with everything from determining whether you should mail to your existing customers, mailing lists of potential customers or both. The company also will send you proofs. Make sure any corrections you request are made so you’re happy with the final product.









About the author:
David Phillips, writer and photographer, has set up several very successful small businesses in the marketing and communications field. He swears by direct mail marketing techniques which is why he writes for PostcardMania. Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. Visit her website at www.postcardmania.com



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 E-Z GRO Opt-In Mailing List Techniques
 by: Shon Christopher

An opt-in mailing list can be your most solid internet marketing tool. Think of it as a foot in the door – or better yet, a standing invitation to drop by anytime. Research has shown that it takes an average of seven contacts with a prospect to make your first sale.

It’s hard to count on someone returning to your web site seven times – but if you get them there once, and convince them to join your opt-in mailing list, you have a standing invitation to contact them with your offers, at your convenience.

The trick, of course, is turning your web site visitors into opt-in list subscribers. Opt-in list building is easier than you think. There are a number of tried and true methods of list building that you can use – but don’t be afraid to think outside the box to sign up folks who drop by your web site for a short visit.

Start with a good reason for people to join your opt-in list.

People don’t join opt-in lists out of the goodness of their hearts – they opt in because you’re offering them something of value. What have you got to offer?

• Get a 10% discount on all purchases over $25 – exclusive to members of our mailing list!

• Find out about our newest products through our opt-in mailing list!

• We’ll keep you up to date on the latest developments in [insert your field here].

• Special discount prices and offers exclusively for members of our mailing list.

Get the picture? You’re not saying, “Hey, can I keep bugging you to try to sell you stuff?” You’re offering a service – “I’ll let you know when I’ve got good stuff you want to buy.”

Post the invitation to join your opt-in list prominently on your web site. Simple list building truth number one is that people can’t join your opt-in list if they don’t know about it. Put an invitation to join your email list on every single page of your site – and make the invitation enticing.

Practice opt-in list building everywhere.

Include a short invitation to join your opt-in email list as part of your email signature so that it goes out every time you email someone. If you do a presentation or event, personally invite participants or booth visitors to join your opt in email list.

Bribe people to sign up with a free gift.

Bribery is a tried-and-true fast list building technique and website promotion tool. Selling weight loss products? Put together an e-book of weight loss facts about nutrition and offer it as an incentive to sign up for your opt in list. Be creative, and watch your list grow like a weed.

Offer incentives for referrals.


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