That's it! You have the tools you need to implement (and maintain!) a successful postcard campaign. Enjoy a few moments of self-congratulatory high-fives.
Alright, now get to work growing your business! Here's some refreshers to guide your way.
1: Target Your Market
Remember, your marketing will produce the best results for the lowest cost when you target prospects who are already interested in what you offer. Who needs your product or service? Targeting answers this question effectively and factually. So always define your market first!
2: Create a "Unique Selling Proposition" for Your Business
A Unique Selling Proposition, or USP, is a statement of what is different about your company and its products. Your USP quickly and succinctly gives people the reason they should do business with you. It amplifies the benefit of doing business with you and your company.
Create your own USP and put it on all your promotional materials, invoices, shipping labels, etc. Use it to communicate the benefit of doing business with you and why you are better than any of your competitors.
3: Always Include a Call to Action and an Offer
Make sure you ask your prospects and customers to DO something when they receive your postcard. By offering them something you know they are likely to want and giving them a smooth path to respond, you are making it easy and desirable for them to respond. You have to TELL THEM WHAT TO DO. "Call NOW" or "Visit our website TODAY" are a couple of examples of a call to action.
4: Create and Maintain a Database of the Customer Information
Remember, most people who receive a postcard from you won't contact you the first time they receive one. But once they do contact you, you must create and maintain a database which allows you to repeatedly contact them with offers to respond to. Fifty percent or more of many businesses' sales come as a result of following up with people who were previously contacted, but didn't buy right away.
5: Take Away the Fear of Loss
People don't want to be fooled, plain and simple. They have been disappointed too many times by being sold one thing and getting another. A guarantee or warranty is a good way to reduce or eliminate the customers' risk of getting something other than what they bargained for. Guarantees and warranties increase response and sales by reducing customer risk.
6: Expand Your Product Line and Offer to Older Leads
Getting new customers is more expensive than selling to existing ones. By regularly developing new products and services to sell to your customers and prospects and offering these new products and services to them, you can expand your business efficiently and easily. When I say "older leads," I mean anything not from the current day - that's right - yesterday's leads.
Let me reiterate this. This prospect was interested enough to call. Providing your receptionist was friendly and inviting, you've now got a really good lead there. That lead is more likely to call you again - your repeat mailings gain you credibility, but the right offer will bring the dough.
7: Test Your Postcard Promotions
Track the effectiveness of your postcard mailings. How many people responded to your mailing? What dollar amount of sales resulted from those responses? Keep a spreadsheet on this. Monitor it. Tally it and utilize the results to tweak your campaign.
DON'T FORGET TO GO TO CHAPTER 18: BUILDING AN INTEGRATED MARKETING PLAN!