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Direct Marketing Article |
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Postcard Direct Mail Marketing - 5 ways to
Increase Postcard Response
4 Article Series on Postcard Marketing - article 2 of 4
By Jeffrey Dobkin
Post cards are one of the easiest direct mail marketing campaigns to create.
No folding, stuffing, sealing, stapling, affixing - just print, address and
go. Postcard postage is cheap compared to the rest of direct mail, and
delivery is fast because mailing first class can cost the same as bulk mail
when post cards are bar coded and mailed in zip sequence.
The first article outlined the goals and objectives of our postcard
campaign.
In this, the second of four articles in this series by Jeffrey Dobkin on
creating highly responsive post cards, we discuss how to design and write
postcards specifically to make your phone ring with maximum calls, maximum
response.
In the third article in this series on direct mail marketing with post
cards, we examine the final seven ways to create maximum results with your
post card marketing campaign. In the fourth and final article - which was
written for the insurance industry, you'll learn 15 specific offers to make
the phone ring. If you sell insurance, you're in luck - these offers were
written specifically for you. If you don't sell insurance, ummm… you're
probably better off, selling insurance is boring. And, most of these offers
will work for you anyhow. Hey, don't go into insurance on our account.
Here are the first 5 ways to make your post card direct mail marketing
campaign even more effective by increasing your response rate.
1. Paint a picture with your postcards.
Postcards show clients you are on your toes and just waiting by the phone to
help them. Fast quotes, industry research, business help, referrals -
whatever they need, direct mail campaigns using post cards should
continually point clients to the phone: "Hey, just pick up the phone and
call us right now." Even if you just offer free inside industry information,
it's empowering your clients to have all your information right there at
their fingertips - if they just call right now and ask.
2. FREE Quotes.
One of the best offers to make on a postcard is to offer a FREE quote or a
FREE estimate. Most business you receive starts out this way anyhow -
someone calls for a quote, estimate, free booklet or for information. Offer
this on your card for maximum response.
Since many service jobs start out with a phone call asking for a quote, why
not center your postcard marketing campaign on asking for the opportunity to
quote. This allows clients to tell you of their specific need while it
generates a phone call for you. Isn't that exactly what your postcard
marketing campaign is all about - finding a need and offering to fulfill it;
and generating a phone call to start the process?
Please note: when making an offer for a FREE quote on a post card the word
free should be in all capital letters. Would you rather have a free quote or
a FREE quote.
3. Generate referrals.
Postcards are GREAT for referrals. Include a line on the bottom of ALL your
direct mail marketing postcards saying "Thanks so much for all the referrals
- we appreciate them. Thank you!" This implies some people have been giving
you referrals, and stimulates referrals from all other readers.
By the way, if you print "Save this card" in small letters on your postcard,
people will - increasing the longevity of the card and assuring your phone
number will be at their fingertips when they need it.
4. Offer a FREE LUNCH.
Or, offer a free breakfast on your postcard. Maybe dinner. Put a dashed
border around the post card and make it a fun coupon. Hey, you need to meet
with clients anyhow, to make sure they know who you are.
Lunches build loyalty and longevity into your business and face to face time
creates and solidifies a real relationship. Let them call you and take you
up on this FREE offer whenever they like. Remember, the bottom line of the
post card campaign: once someone calls you, the post card worked. 100%
success. Once the phone rings, it's up to you to fulfill your objective
whatever it is. Once the reader is on the phone with you you can build
loyalty, build trust, introduce new products, ask for referrals, cross sell,
upsell, or simply close the sale.
If you market insurance or financial services like many of my clients, the
phone call is also a great chance to offer a review all their policies and
their financial portfolio over a meal. Hey, I didn't say it wouldn't be a
working lunch.
5. Offer a FREE BOOKLET.
The number ONE way to entice people to call in your post card direct mail
marketing campaign (or any direct mail campaign, really) is to offer FREE
information. Information, booklets and white papers, they're cheap to print
and the value of the information they contain can be tremendous, especially
if you keep the level of relevance high.
Here's the most important tip in this article series. To increase response
of your direct mail marketing campaign: the title of the FREE booklet
you offer on your postcard is entirely responsible for the quality and
quantity of response. The title is a key element, and to a large part
responsible for your post card success or failure. As in most direct mail
offers, the better the booklet TITLE, the greater the response.
Simple as that.
To come up with a great booklet title, use the Jeff Dobkin 100-to-1 Rule:
write 100 titles, then go back and pick out your best one. Hey - I didn't
say you'd like it, I just said it's the best way to write an effective
booklet title. Read the complete 100-to-1 Rule article in the book,
"Uncommon Marketing Techniques," from the Danielle Adams Publishing Company.
This is the second of this 4-article set by Jeffrey Dobkin on creating
effective post cards that 1. get read 2. enjoy high readership and 3. make
your phone ring — which is the primary objective of most every post card
campaign. The third article continues with 6 more ways to ensure your
postcard campaign is successful by creating a better response and making
even more people call you. Wow - there are 8 numbers in this paragraph. Man,
I need to get a life.
Since this article was originally written for an insurance magazine, the
final article in this series shows you 15 specific offers to make people to
call you — if you're in the insurance industry. If you're not in the
insurance industry, good for you - it's pretty boring. Some of these offers
will work just as well for you anyhow.
About the Author:
Jeffrey Dobkin will now take your questions, call him on it: 610-642-1000
rings on his desk. Write to him at The Danielle Adams Publishing Company ·
Box 100 · Merion Station, PA 19066. Dobkin has written 4 books on increasing
response in your direct mail and direct marketing campaigns. Titles include
"How To Market A Product for Under $500," "Direct Marketing Strategies," and
"Uncommon Marketing Techniques." Please order his books at the
NMOA Book Store
or call directly, or download Dobkin's e-books on this website,
www.danielleadams.com.
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