How to Turn a Stamp Into a Stampede of Paying Customers

Ever thought of the humble postie as your new salesman? Using the post and direct-mail advertising is perhaps one of the surest, most cost-effective ways of doing business.

Postcards are powerful self-marketing tools for pretty much most people in business. As well as being relatively inexpensive, they give you first-class delivery and get your name, service or product in front of your target audience (ideal customers).

The last postcard mailing I did generated a 2% response, which is higher than average. This meant that out of 500 people, 10 inquired about the service and two became customers. Not bad for £140 worth of postage.

The Ultimate First Step in Getting Clients

Perhaps one of the biggest advantages over traditional direct-mail marketing is that a postcard doesn't have to be opened. Your message is instantly visible.

What's more, because you don't have to send out large quantities, you can test and evaluate a promotion at a bargain price before committing to a bigger campaign. A brilliant 'first step' in getting clients, postcard mailings are also far easier to put together than full-blown packages.

Other media don't even come close to giving you all these benefits for the delivery cost of a stamp.

Secret to Their Success

The secret to a postcard mailing's success is simplicity. Keep your message short and to the point, and your prospect is much more likely to read it. Put the most important benefits of using your product or service at the top, and include plenty of 'white space' (to keep it uncluttered).

If you need a bigger space for your promotion, for the same postage cost you could send a double or even triple postcard. Use the extra portion to include a response form, which your prospective clients can tear off and return to you.

Make sure you give people a reason to respond. The benefits of what you're offering might not be enough. Consider giving a free sample to all those who respond. Or how about a discount if they quote a particular code (on the postcard)?

Finally, be prepared for answer responses quickly and efficiently. Don't send out a mailing before you go on holiday! There's nothing worse than a 'dead' sales lead.

Other Ways to Effectively Use Postcards

Apart from generating sales or leads, what else can a direct-response postcard be used for?

- Keeping in touch with existing or 'old' customers

- Saying thank you

- Directing people to your website

- Introducing something new

- Inviting people to a special event or seminar

- Announcing a competition, or a contest winner

- Notification of an upcoming sale

Copyright, T Dooley, Creative Consultant - PR Guru - Marketing Diva. All rights reserved

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Tracey "Word Doctor" Dooley (http://www.mediaminister.co.uk) is an experienced Creative Consultant - PR Guru - Marketing Diva offering Business Writing - Web & Editorial Expertise - Marketing Solutions and more.

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