Postcard Marketing Secrets

Postcard Marketing Handbook

Center for Technical Communication 22 East Quackenbush Avenue Dumont, NJ 07628 (201) 385-1220 [email protected]

A Note to the Reader This manual is intended to give guidance on how to start and run a freelance copywriting business. These forms are for general guidelines on freelance business practices, and all contracts and agreements you make with clients, vendors, and others should be reviewed by your own attorney.

The Postcard Marketing Handbook is copyrighted by the Center for Technical Communication. No portion of this manual may be reprinted or reproduced in any way without the author’s express written permission except by the authorized purchaser of this e-book, who may make copies of forms, checklists, and letters for his or her own use. ©2008, by the Center for Technical Communication. All rights reserved. Note: Chapter 8 “Alternatives to Creating Your Own Postcard” was borrowed with permission from Robert Bly’s book, Ads That Sell published by Asher Gallant Press in January 1988.

This is NOT a free e-book!

Purchase of this e-book entitles the buyer to keep one copy on his or her computer and to print out one copy only. Printing out more than one copy—or distributing it electronically—is electronically—is prohibited by international and U.S.A. copyright laws and treaties, and would subject the purchaser to penalties of up to $100,000 PER COPY distributed.

Center for Technical Communication. ©2008

1


Table of Contents Introducti Introduction on ................... ..................................... ..................................... ..................................... ..................................... ...................................... .................................... ................. 6 Expectation Expectation #1. .................. ..................................... ..................................... ..................................... ..................................... ..................................... ........................... ........ 6 Expectation Expectation #2. .................. ..................................... ..................................... ..................................... ..................................... ..................................... ........................... ........ 6 Expectation Expectation #3. .................. ..................................... ..................................... ..................................... ..................................... ..................................... ........................... ........ 7

1 Why Use Postcards?................. Postcards?.. ................................. .................................... .................................... .................................... ..................................... ...................... ... 8 When To Use Postcards.................... Postcards.. ..................................... ..................................... ..................................... ..................................... ........................... ......... 9 Case study #1: Haag Engineering Company. Company. ..................... ... ...................................... ....................................... ................... 10 Case study #2: The The USA Rice Federation. Federation. ..................... ... .................................... .................................... ............................ .......... 10 Case study #3: Coopersmith Coopersmith List Consultants Consultants (CLC). ............................................. .............................................11 11 Case study #4: Peter Miserendino...................... Miserendino.... ..................................... ..................................... ..................................... ...................... ... 11 Case study #5: Apogee Rockets. Rockets. ..................... ........................................ ...................................... ...................................... ......................... ...... 11

2 Mail Order Math: How to Determine Your Budget ............................................... ...............................................13 13 How Much Does Does Postage Cost? ....................... .......................................... ...................................... ...................................... ........................ ..... 13 How Much Does Printing Cost?................... Cost?... ................................... ..................................... ..................................... .............................. ........... 14 Do You Need A Graphic Artist? ................... ..................................... ..................................... ...................................... .............................. ........... 15 How Much Does A Graphic Artist Cost?....................... Cost?... ....................................... ...................................... ............................ ......... 15 How Do You Choose A Mailing List And How Much Do They Cost? ............... ... ............15 15 Where Do You Get A Mailing Mailing List? ..................... ........................................ ...................................... ...................................... ....................... 16 12 Things To Consider When Renting Mailing Lists... Lists ............................................... ............................................17 17 1.

Be Specific....................... Specific......................................... ..................................... ..................................... ..................................... ..................................... .................. 17


2

Postcard Marketing Handbook 2.

What Are Your Demographics?..................... Demographics?......................................... ....................................... ................................. .............. 18

3.

What Are Your Psychographics?..................... Psychographics?... .................................... ..................................... ................................. .............. 18

4.

Response List vs. vs. Compiled List. ...................... .......................................... ....................................... .............................. ........... 18

5.

RFM Analysis..................... Analysis....................................... ..................................... ..................................... ..................................... .................................. ............... 19

6.

Determine Your CPMT..................... CPMT........................................ ..................................... ..................................... ................................. .............. 19

7.

Is a Minimum Required?... Required?........................................ ........................................................ ...................................... ............................. .......... 20

8.

Sampling Sampling.. ..................... ........................................ ..................................... ..................................... ..................................... ..................................... ....................... 20

9.

Dates...................... Dates......................................... ...................................... ..................................... ..................................... ..................................... ............................ .......... 20

10. Multiple Multiple Uses. .................... ...................................... ..................................... ..................................... ..................................... ................................ ............. 21 11. Seed Names. Names. ..................... ....................................... ..................................... ..................................... ..................................... ................................. .............. 21 12. Delivery Guarantee. ..................... ........................................ ...................................... ...................................... .................................... ................. 21 How Much Should You Expect To Pay For A Mailing Mailing List? .................................. ..................................21 21 Determining Your Acquisition Acquisition Cost Cost ...................... .......................................... ....................................... ................................... ................ 21

3 The Strategy..................... Strategy........................................ ..................................... ..................................... ..................................... ..................................... ............................. .......... 25 Single Mailing vs. vs. Multiple Mailings .................... ....................................... ...................................... ...................................... ................... 25 Reduce Your Production Time...................... Time......................................... ...................................... ...................................... ............................ ......... 26 Feature A Low-Cost Or No-Cost Offer...................... Offer......................................... ...................................... ................................. .............. 26

4 The Design Design .................... ....................................... ..................................... ..................................... ..................................... ..................................... ............................... ............ 28 The Aesthetics Aesthetics... ..................... ..................................... ..................................... ..................................... ..................................... ...................................... ........................ .... 28

5 Writing the the Postcard Postcard Copy...................... Copy......................................... ...................................... ...................................... ................................... ................ 32 The Motivating Sequence Sequence ................... ...................................... ..................................... ..................................... ..................................... ..................... ... 32 Give The Reader Reader Useful Information Information ...................... ........................................ ..................................... .................................... ................. 33 The 13-Point Postcard Writing Checklist... Checklist ...................... ...................................... ...................................... .......................... ....... 35 Attention-Grabbing Headline.................... Headline...................................... ..................................... ...................................... ................................ ............. 35 Center for Technical Communication. ©2008

3

Postcard Marketing Handbook Identify Identify Pain .................... ...................................... ..................................... ..................................... ..................................... ..................................... ............................. ........... 38 Testimonials... Testimonials ................... .................................. .................................... .................................... ................................... ................................... ................................. ............... 41 List Benefits Benefits ...................... ........................................ ..................................... ..................................... ..................................... ..................................... ............................ .......... 43 Credentials................... Credentials..................................... .................................... .................................... .................................... ................................... ................................... .................. 45 Anticipate Anticipate Objections Objections ..................... ........................................ ..................................... ..................................... ..................................... ........................... ......... 47 Solution..................... Solution....................................... ..................................... ..................................... ..................................... ..................................... .................................... .................... 49 Take Away Away ...................... ........................................ ..................................... ..................................... ..................................... ..................................... ............................... ............. 51 Deadli Deadline ne ..................... ........................................ ..................................... ..................................... ..................................... ..................................... ................................... ................ 52 Call to to Action Action ..................... ....................................... ..................................... ..................................... ..................................... ..................................... .......................... ........ 54 Response Response Mechanism Mechanism ..................... ........................................ ..................................... ..................................... ..................................... ........................... ......... 55

6 After You Write...................... Write........................................ ..................................... ..................................... ..................................... .................................... ..................... .... 57 Read Your Copy Out Loud...................... Loud.......................................... ....................................... ...................................... ................................... ................ 57 Do Multiple Multiple Passes Passes ..................... ....................................... ..................................... ..................................... ..................................... .................................. ............... 57 Check for Scanability................... Scanability...................................... ..................................... ..................................... ..................................... ............................... ............. 58

7 The Testing................... Testing... ................................. ................................... .................................... .................................... .................................... ................................... ................. 60 How to Conduct a Split Test................... Test... ................................... ..................................... ..................................... .................................... ................. 60 What to Test Test First ................... ...................................... ..................................... ..................................... ..................................... ..................................... ..................... 61 Getting Getting Accurate Results Results ................... ...................................... ..................................... ..................................... ..................................... ....................... ..... 61

8 Alternatives to Creating Creating Your Own Postcards .................... ....................................... ..................................... .................. 63 Postcard Decks: Direct ...................... ........................................ ..................................... ..................................... ..................................... .......................... ....... 63 Marketing's Secret Weapon.................... Weapon....................................... ...................................... ....................................... ................................... ............... 63 A Surprisng Discovery................... Discovery...................................... ..................................... ..................................... ...................................... ............................. .......... 63 What Exactly Is A Postcard Deck?..................... Deck?... ...................................... ....................................... ...................................... ...................... ... 64 Advertising In Postcard Decks..................... Decks... .................................... ..................................... ..................................... .............................. ............ 64 Center for Technical Communication. ©2008

4

Postcard Marketing Handbook Choosing A Postcard Deck...................... Deck......................................... ...................................... ...................................... ................................... ................ 65 Calculating Cost-Per-Thousand Cost-Per-Thousand ..................... ....................................... ..................................... ..................................... ........................... ......... 65 Comparing Results ................... ...................................... ..................................... ..................................... ...................................... ................................... ................ 66 How People People Read Read Decks Decks ....................... .......................................... ...................................... ...................................... ...................................... ................... 67 How To Write A Postcard Postcard Deck Headline Headline ..................... ........................................ ..................................... ........................... ......... 68 The 6 Secrets To Writing Effective Postcard Deck Deck Copy....................................... Copy.......................................73 73 Visuals..................... Visuals....................................... ..................................... ..................................... ..................................... ..................................... .................................... ...................... .... 76

9 Hiring Out Out Your Postcard Copywriting Copywriting Services Services... ..................................................... ..................................................77 77 How Much Should You Charge For Your Services?................................................ Services?... .............................................78 78 How Should You Charge For Your Services? Services? ..................... ........................................ ...................................... ..................... 78 What Does a Good Good Contract Look Like? .................... ....................................... ...................................... .............................. ........... 78

About the Authors...................... Authors........................................ ..................................... ..................................... ..................................... ..................................... .................... 81

Appendix: Sources and Resources... Resources ...................... ...................................... ...................................... ...................................... ....................... .... 83


5


Introduction Yes, Postcards Really CAN Work…Despite What You’ve Been Told Whether you’re using them for the first time or the hundredth time, you’ve probably heard this tired refrain, “Postcards just don’t work.” Maybe you’ve even said it yourself. Good news! Being completely and totally wrong totally wrong has never been so exciting…until now. Why? Because marketing with postcards is not only EFFECTIVE and CHEAP, it’s EASY. And that, my friend, is a hard combination to beat. The secret? Knowing what to do with postcards, when to do it and how. Just as you wouldn’t use a lug wrench when the job calls for a crescent, so too must you understand the proper application and use of postcards. And that is is exactly what we’ll be covering in the next 9 chapters. But before we get started unlocking un locking your marketing potential with postcards, let’s take a couple of minutes to balance your expectations against the content of this book.

Expectation #1. For the purposes of this e-book, I’m going to assume you’ve already conducted the basic preliminary steps to creating a successful marketing campaign. What are those steps? steps? 1. 2. 3. 4.

You’ve identified a niche with the means to purchase from you. You have a product or service your niche desires. You know who your competition is and how you stack up. You know what your you r unique selling proposition is, i.e. what makes you different.

Expectation #2. While I do highlight the best aspects of each postcard example in this book, that does NOT mean EVERYTHING is right about every postcard. If you’re looking for detailed,


6

Postcard Marketing Handbook painstaking critiques of postcards or other marketing materials, visit visit www.mycopywritingplaybook.com for www.mycopywritingplaybook.com for more information.

Expectation #3. To make it as easy as possible to create your next postcard, p ostcard, I’ve laid out the table of contents in a start to finish fashion. This way you can begin creating your postcard immediately, taking each step as it comes, rather than waiting until you’ve read the entire book to get started. On that note, let’s get to it!


7


1 Why Use Postcards? Before we get to “how” you should use postcards, let’s review why you would even want to. In other words, how could a cheap, flimsy piece of paper ever serve you better than other, more sophisticated, direct mail tactics? 1. Postcards don’t need to be opened. The headline, copy and graphics are all right there for the

viewing, unlike other marketing collateral that comes in an envelope and requires the prospect to at least open it. Why is this significant? Because it gives your marketing piece more opportunities to catch the prospect’s attention and get read before being tossed. 2. Postcards are short. This appeals to the short-attention-span reader or skimmer because she

can get to the point quickly, without wading through what she sees as a bunch of unnecessary filler material. 3. Printing and postage costs are cheaper. cheaper. Traditional sales letters or direct mail packages often

cost twice as much as postcards, if not more. So if you’re working on a small budget, if you want to reach thousands of people you couldn’t afford to mail to otherwise, or you simply want to test the waters, postcards can be a cost effective means of doing just that. 4. Writing and designing postcards is easier easier and less costly. If you choose to write your own

copy and do your own design, postcards take a fraction of the time you’d invest in a typical direct mail package. Alternatively, if you hire out the writing and design to a third third party, you may spend a bit more than doing it yourself, but again not nearly as much as you would with a traditional direct mail package. 5. Postcards work for any business—including your s. Whether you’re in retail, an information

marketer, direct marketer or any other type of vendor, postcards have worked for ALL business classifications. The question is not whether postcards will work for you, but WHEN WHEN you sho uld put them to work for you.


8

Postcard Marketing Handbook When To Use Postcards Because of limited space for graphics, copy and the response form, postcards work best under these conditions: 1. The product is familiar to the reader or, if not familiar, simple in nature and easy to explain. 2. The marketing objective is to generate a lead or inquiry, rather than to generate mail orders accompanied by checks and credit card payments. 3. The offer features a premium or other o ther free item the prospect can send for, such as a demo disk, CD, catalog, or brochure.

“Postcards can drive response to a Website URL or toll-free phone number. Add a perforation with a tear-off business reply card to create a “double postcard,” and you can generate mail response as well.” Why use postcards instead of a traditional direct mail package, pa ckage, tri-fold self-mailer, or other formats? “Postcards offer immediate impact,” says Perry Frank of Modern Mode rn Postcards. The message is immediately visible, with no envelopes to open. op en. “Postcards stand out in the mail with a brief, to-the-point message. Even when someone is sorting incoming mail over the trash can, the postcard will get noticed and read—even if it’s on its way to getting tossed.” •

Creative and printing costs for postcards are much less than for a full-blown direct mail package, because there are no envelopes, letters, brochures, buck slips, or other inserts. •

Ease of production. With no folding, bindery, or packaging, postcards have only two sides—the front and the back. •

Postcards offer an affordable option for testing offers and creative components prior to launching a more costly campaign. They can also be used to qualify prospects prior to mailing catalogs and other, more expensive direct mail packages. •

Many postcards wind up on the refrigerator or cubicle walls, giving them greater visibility and “shelf life” than regular direct mail. “Mail someone a postcard that really grabbed their attention, and chances are they’ll hang onto it,” says Frank. Copywriter Roscoe Barnes adds: “Some postcards are collector’s items. They are designed to be kept and a nd praised. To work, however, they must have a striking drawing, painting, or photograph. Using the works of a famous artist helps.” •


9

Postcard Marketing Handbook Postcards are extremely versatile. They can be used for coupons, invitations, announcements, save-the-date reminders, thank-you cards, follow-ups, special offers, inserts in magazines, admission tickets, mini-newsletters, bookmarks and quick-reference guides. •

Postcards also offer a quick, affordable way to create clever campaigns with a consistent theme. “We see many of these mailings on a regular basis to the same audience with trivia questions, creating anticipation for the next mailing,” says Frank. •

These are just a few of the benefits to postcards, but you’re probably thinking, “Where’s the actual proof?” I’m glad you asked. Below are 5 different examples exa mples of recent, successful case studies.

Case study #1: Haag Engineering Company. Haag Engineering Company specializes in failure and damage consulting—the analysis of why a structure, such as a bridge or building, collapsed. Clients include manufacturers, insurance companies, and law firms. Accredited in several states to provide continuing education, Haag recently mailed 20,000 postcards to promote their seminars. Recipients of the card are driven to their Website to view course offerings and locations. The card can also be kept as a reminder, which is exactly what one Haag engineer observed when visiting clients who had it pinned to their walls. Response rates for this postcard, according to Marketing Manager Cheryl Markstahler, average between 10 and 25 percent.

Case study #2: The USA Rice Federation. The USA Rice Federation is a trade association promoting the eating of rice. They recently mailed a postcard promoting September as National Rice Month to 6,800 food professionals. The postcard offered free brochures, posters, recipes, and other materials, driving response to a phone number or e-mail address. Because the federation is in the business of promoting rice, they have an extensive library of beautiful food photographs in stock, allowing them to produce high-quality postcards inexpensively. “Postcards work extremely well in establishing or maintaining relationships and keeping rice top-of-mind among our target audience,” says Kimberly Park, Director of National Consumer Education. The postcards generated a response rate of almost 3 percent.


10

Postcard Marketing Handbook Case study #3: Coopersmith List Consultants (CLC). Coopersmith List Consultants is a “boutique” list consulting firm. They specialize in working with business-to-business marketers who use direct mail but are not “d irect marketers” per se; e.g., industrial manufacturers and technology firms. These companies often need highly specialized niche lists that are difficult to find. But they typically mail in quantities too small to command much attention and personalized service from larger list brokers. As for the postcard marketing results, a previous prev ious mailing of 1,000 pieces from this company pulled only 2 inquiries with no new clients—a 0.2 percent response rate. The new “educational” postcard that Bob Bly created pulled 250 inquiries from a mailing of 10,000 pieces—a 2.5 percent response, more than 10 times the previous effort. And more important, many of the inquiries converted into new clients.

Case study #4: Peter Miserendino. Peter Miserendino is an acoustic guitarist who wanted to promote his critically acclaimed CD, “Well Strung & Solo.” He believed that sales would most likely come at live performances. To get quality bookings Peter, Pe ter, who is also a professional illustrator and designer, designed his own postcard and sent it to high-end clubs. Recipients were asked to phone or email for information on booking Peter as a performer. Peter mailed this postcard three times, with three weeks be tween mail drops. Only three days after the first drop, calls came in inquiring about dates. The same held true for the second drop, and the third, even though the club managers had received the exact same postcard each time. “This confirms that consistency and frequency are a major component of direct mail strategy,” says Miserendino. He also attributes his good response rates to the right design, succinct copy, and four-color printing.

Case study #5: Apogee Rockets. Apogee makes model rocket kits for hobbyists and enthusiasts. They did a small test mailing of 500 postcards to sell a Saturn V rocket kit. The postcards were printed on a digital press with the back showing a four-color photo of the rocket. On the front, the digital press allowed each card to be personalized. “I wanted to make each ea ch postcard look like it was handwritten,” hand written,” says Tim Van Milligan of Apogee. “That’s why I selected the font used. I also changed the line spacing on each paragraph, and skewed paragraphs because it would look less perfect.” Center for Technical Communication. ©2008

11

Postcard Marketing Handbook For the short run of 500 cards, the digital printing cost $1 per card. c ard. The kits cost $200 each. Of the 500 recipients, 25 people ordered the product—a 5 percent response. “Would I do this again? Yes,” says Tim. “From the response I got, it appeared that the recipients did think the postcards were handwritten.”

“Okay, I get that postcards work, now what?” Since we’ve covered when you should use postcards, their major benefits and several success stories proving they really can work when executed properly, the next step question is— how do you get started making your own profitable postcard? Brace yourself. It isn’t complicated and it doesn’t doe sn’t take long, but it’s probably the most boring aspect of creating a postcard—the mail order math.


12


2 Mail Order Math: How to Determine Your Budget Before you write one word of copy… Before you uncap your lucky pen or give your keyboard tapping fingers a lucky blow… Before you even utter a single prayer to your copywriting muse… You MUST determine your budget. It’s boring, it’s tedious and only geeks like doing it but alas—it is also unavoidable if you want to ensure a successful postcard marketing campaign. So how’s it done? By first determining the hard costs, then doing the mail order math. The hard costs essentially come down to 4 variables… •

• • • •

Postage (Note: It’s better to use stamps than indicias, postage meters or pre printed US post office postcards. Why? Because stamps are more personal. The EXCEPTION to this rule is when you are trying to make your postcard look like an official government mailing or something of that ilk.) Printing (See the Resources section for sample pricing.) Mailing list. Graphic artistry. Copywriting (if you decide to hire it out.)

We’ll take them one at a time.

How Much Does Postage Cost? According to the U.S. Postal Service mailing rates at the time this book was published, you have only two rates to choose from.


13

Postcard Marketing Handbook Figure 1.1 Standard Postage Rates

Standard Postcard Over-sized Postcard

Co st st

Mi ni ni mu mu m Length

Max im im um um Length

Mi ni ni mu mu m Height Height

Max im im um um Height Height

Mi ni ni mu mu m Thickness

Max im im um um Thickness

$0.26

5 inches

6 inches

3.5 inches

4.25 inches

$0.41

N/A

11 inches

N/A

6 inches

0.007 inches 0.009 inches

0.016 inches 0.250 inches

According to the U.S. Postal Service Website: “Any item smaller than the minimum dimensions is not mailable. Postcards must be rectangular and be made of unfolded and uncreased paper or card stock. Large cards that exceed the maximum dimensions dimens ions of a postcard pay the First-Class Mail Letter rate or First-Class Mail Large Envelope rate.” ra te.” Also, keep in mind that while wh ile any postcard meeting the criteria listed above is mailable, your printing costs will usually be cheaper if you stick with one of two sizes: Standard Postcard: 4.25 x 6 inches Over-sized Postcard: 6 x 9 inches It is also useful to know that you will typically be required to use a minimum 100 lb. paper stock in order to meet the U.S. Post Office’s minimum thickness requirement. Some 80 lb. papers will also work, but many do not so be sure to double check with your printer before ordering anything less than 100 lb. For additional information, or to verify that the numbers quoted in this chapter have not changed, please visit the United States Postal Service Website at www.usps.gov.

How Much Does Printing Cost? Unfortunately, there’s no one right answer to this question. Depending on whether you use full color, black and white, black and white on colored paper, bleeds, die-cuts, odd-shaped postcards, how many you order and any number of other variables you can spend anywhere from 2 to 3¢ per postcard to a dollar or more. For a list of postcard printers and their current pricing structure, please see the Resources section at the end of this book. If, however, you’d rather go with a local printer, I recommend taking these 3 steps: 1. Ask your colleagues for referrals to their favorite printing companies. 2. Get at least 3 quotes. 3. Be specific about what is necessary and what is negotiable with respect to your design and layout.


14

Postcard Marketing Handbook Do You Need A Graphic Artist? It depends. Later on in this book I’ll be sharing several examples with you, some of which required the expertise of a graphic artist and many that did not. Whether or not you NEED one all depends on how you envision your piece. I’ve seen fabulous-looking postcards and ho-hum-looking postcards both produce terrific results. I’ve also seen them produce horrific results. Ultimately it has less to do with the sleekness of your presentation and more to do with the content. Regardless of whether you choose cho ose the sleek or the utilitarian look, pay particular attention to the Websites listed in the Resources section at the end of this book. They, and most others like them, will offer dozens of effective templates to choose choo se from at no extra charge. This is the route I recommend taking, if you are a re NOT going to hire a graphic artist to create your postcard for you. Some local printing shops will also throw in graphic design services free, depending on how much you’re going to spend with them.

How Much Does A Graphic Artist Cost? Depending on the caliber of the graphic artist, you can expect to pay anywhere between $50 an hour to $200 an hour. Most will design a postcard for $350 to $1,500. Of course you can get them even cheaper by targeting students at local colleges and universities and exploring www.e-lance.com or www.e-lance.com or other similar Websites. Keep in mind, however, that the cheaper the solution the greater the risk it won’t turn out as planned. (See the Resources section at the end of this book for additional references.)

How Do You Choose A Mailing List And How Much Do They Cost? You have four options when it comes to selecting a mailing list. 1. 2. 3. 4.

Use your own in-house mailing list. Trade lists with a reputable, complementary service or produ ct provider. Rent a list. Buy a list.

The first option is usually your best provided the list is clean, current and the recipients are interested in whatever product or service you’re promoting. If those qualifiers hold true, this list will likely give you the best results because beca use you already have a relationship with these people. In theory, they already know and trust you, which makes the selling process that much easier.


15

Postcard Marketing Handbook But let’s say you decide to mail to your in-house list as well as a rented list. The next question is, do you give your in-house list the same offer as the rented list? There are two schools of thought on this point. The first is that the in-house list is made up of special spec ial clients who deserve a special deal for their loyalty and continued patronage. Airlines, for example, capitalize on this all the time with VIP and other frequent-flyer bonus offers. On the other hand, many companies run successful campaigns by giving their best deals to new clients. Magazines, for example, ex ample, regularly offer huge subscription discounts and even multiple free issues to new clients. Then 6 months to a year later the cost begins increasing incrementally or is raised to the regular full price. Either method can work. Your second option is something you’d want to approach your colleagues or even your “competitors” with—provided they don’t offer the exact same product/service. For example, if you’re a cosmetic dentist, you might exchange lists with a general practitioner who doesn’t do cosmetic work—or does very little. Your third and fourth options, however, are a bit more complicated and where we’ll spend the bulk of our time.

Where Do You Get A Mailing List? For this I recommend list brokers. A list broker is someone who monitors the list industry and acts as a consultant to potential buyers, handling all aspects of the list ordering process for his clients. When searching for a good list broker, you’ll want to make sure he will do 3 things: 1. Clearly identify what you’re searching for, then find the list(s) to match. 2. Charge you only for the list(s) you rent—not for their research time. 3. Will rent you the list for the same price the list owner would—no mark-ups. Yes, there are other ways to rent or buy a list. And yes, you can get good goo d results with them, but I’ve found list brokers are the most reliable when it comes to being assured you’re getting what you paid for. Of course that doesn’t mean you get to skip doing your homework. There is a TREMENDOUS amount of fraud out there when wh en it comes to purchasing mailing lists. For that reason I’ve included a few tips and screening questions below. 1. Get referrals first (see the Resources section at the end of this book). 2. Choose the BEST list broker for your needs, whether they are next door or across the country. 3. Make sure the list broker will guarantee that at least 93% of the names na mes are “good” or “qualified” and get that promise in writing. Otherwise you could end up with a list that’s 50-75% duplicates.


16

Postcard Marketing Handbook 4. Ask how often they clean their list (i.e. how often they purge it for outdated information, duplicates, etc.). 5. Ask how they clean their list (*Hint: if they aren’t putting it through a National Change of Address service at last once a month, keep looking). Once you’ve selected a list broker it’s time to take the 3 remaining steps: 1. Get free list recommendations. 2. Select the lists you want to test. 3. Place your list order.

“If you decide to select a list broker on your own, be certain you go to a direct mail shop for the list processing. It’s possible to do this on your own but it’s timeconsuming and usually ineffective if your company does not have the computer capabilities you’ll find with larger companies such as Rocket Direct, MBS/Multimode, RELYCO, Creative Automation, Printronic, Hibbert and others.” 12 Things To Consider When Renting Mailing Lists 1.

Be Specific. Especially if you are not personally choosing the list(s), but relying on your list broker to find ones that match your prescribed criteria. Remember, the more specific you are and the more narrow your niche, the more successful your mailing will be. This means you’ll need to know more about your audience than the standard “male, age 18-30, plays video games.” When it comes to a successful succ essful mailing campaign, vague descriptions like this just don’t cut it. Instead, you’ll want to do a little brainstorming then ask your list broker for lists that highlight as many of those characteristics as possible. For example, if we analyze the profile of a male, 18-30-year-old gamer, we might discover he: • • • •

Subscribes to PC Gamer Strategy Guide magazine. Has purchased a computer worth more than $800 in the last year. Owns an XBox, PlayStation or other gaming unit. Has a high-speed Internet connection.


17

Postcard Marketing Handbook •

Is part of Best Buy’s, Game Stop’s or some other othe r similar rewards program

These are the kinds of additional details that can mean the difference between getting a great list and wasting money on a mediocre list. The difference between cashing in on a great ROI for your mailing or settling for a so-so or lousy ROI.

2. What Are Your Demographics? The more demographics you can nail down, the better your list selection will be. Demographics include things like: • • • • • • •

Race. Gender. Education. Socioeconomic status. Religion. Marital status. Ownership (home, car, pet, etc.).

3. What Are Your Psychographics? Likewise, you’ll also want to pin down as many of your target market’s psychographics as well. These might include: • • •

•

Social class. Lifestyle (smoker, athlete, weekend gardener, etc.). Behavior (dines out 6 days a week, takes metro to work, buys books online, etc.). Values.

4. Response List vs. Compiled List. Sometimes called a buyers’ list or mail-order list , a response list includes every known factor about a customer’s previous response to a direct-response offer. That means people on a response list all have two things in common: 1. They have somehow identified themselves as having a particular interest. 2. They have indicated a willingness to take action, when properly motivated by a direct-response mechanism. The important point here is that people on these lists are RESPONSIVE. They are tested and proven to be willing recipients when the right offer is made in the right way. It is important to note, however, that their responsiveness to direct-response marketing is not synonymous with direct-mail marketing. So how would you use a response list effectively? Well, if you’re running an ad for a new sleep medication, you might get a list of people who’ve recently purchased Center for Technical Communication. ©2008

18

Postcard Marketing Handbook books on insomnia. If you’re promoting a catalog of camping and fishing gear, you might rent the names of people who belong to local adventure clubs or who subscribe to magazines like Outdoors. A compiled list, by contrast, does NOT indicate any previous inclination to subscribe, buy, donate or otherwise respond by mail. These lists are often gathered from directories, telephone boo ks, membership associations and other sources. The benefits are that these lists often cover a much larger market area than response lists and allow precision segmentation. These lists are often segregated initially by broad-based characteristics like “new parents,” “newlyweds,” “new home-buyers,” etc. From there, these lists are often further segmented according to hobbies, health problems, product usage, etc. So while they may not indicate previous buying or response habits, they do give you access to a larger population with a possible affinity for your product or service.

5. RFM Analysis. “RFM” stands for “recency,” “frequency,” and “monetary.” “Recency” refers to the length of time between the date you rent the list and the date the people on the list made a purchase, sent in an inquiry, made a donation or whatever. “Frequency” refers to the number of o f times a prospect has purchased from the list owner, or in the case of memberships—how long they subscribed. “Monetary” refers to the highest transaction the prospect made, or the total value of their transactions. This is particularly useful if you are selling a high-end product, in which case you would probably only want to target people who’ve made those kinds of purchases in the past.

6. Determine Your CPMT. CPMT stands for Cost per Thousand Target Audience. In other words, this figure tells you what your cost per thousand will be to select certain characteristics like men only, a specific age group, a particular zip code, etc. Fees for this option, called “selects,” generally run from $5 to $10 per thousand per selection criterion. But don’t let the lure of cheap selects fool you. For example, if your target audience is men ages 22 to 34 and you’re looking at a publication that charges $50 per thousand but only half the total circulation is men and only half of that group meets the age requirement, you’re looking at a cost of $200 per thousand because only 25% of the list is relevant to you.


19

Postcard Marketing Handbook If , on the other hand, another publication charges $100 per thousand, but 90% of the list is usable, your cost is $111 per thousand—clearly thou sand—clearly the better choice of the two.

7. Is a Minimum Required? Before deciding which list(s) you want to use, be sure to determine whether you are required to place a minimum order. Most list owners and managers require you to purchase a minimum minimum of 5,000 names.

“Avoid using the ‘fifth-digit zip select’ sampling mechanism. This procedure arbitrarily sends your mailing to people with a certain number at the end of their zip code. The problem is zip codes ending in the numbers 0, 1 or 2 are often for downtown or business areas. And zips ending in a number higher than 2 are for more suburban areas. Using this method will not give you accurate results when it comes to predicting the performance of the entire list.” 8. Sampling. If you decide to test a cross-section of a given list before committing to a full-scale campaign, you’ll want to ask your list broker for an “Nth-name sample, to be taken from all reels.” This procedure ensures that you will get ge t the most accurate and representative test sample possible, before launching the full campaign. Using this method means your list broker will take the total number of people peop le on your list, let’s say 100,000, then divide that by the size of o f your test list, let’s say 10,000. The resulting number n umber is 10, th which means your test mailing will be sent to every 10 person on the list.

9. Dates. You must give the list providers your drop date(s) in writing. Why? Because most list providers offer a protection period including the week before and the week after your mailing. This means no on else can ca n mail to the same list you’re mailing to during that time frame. Longer protection periods may be negotiated, but this must be done in advance. You should also let your list provider know kno w if you run into any substantial delays regarding your drop date(s). Doing so might allow you to alter your protection period.


20

Postcard Marketing Handbook 10. Multiple Uses. If you plan to use a list multiple times, negotiate the rental price for all uses up front. 11. Seed Names. Including a list of seed names and addresses with your order will allow you to check the accuracy of the mailing house and the post office’s delivery time. Seed names might include you own mailing address, your business mailing address, and that of any other friends or colleagues who would be willing to report when the piece arrived in the mail. 12. Delivery Guarantee. Get this in writing from your list provider. They should be able to guarantee a 93% or better delivery rate and be willing to pay for any mail returned in excess of that 7% margin.

How Much Should You Expect To Pay For A Mailing List? Rented mailing lists typically rent, for a one time use, for $100 to $150 per thousand or more. Of course the more specific and highly qualified your list is, the more it’s going to cost you. The trick to deciding whether the price in question is reasonable is a little mail order math. Before you launch a postcard campaign, or any other campaign for that matter, you must first determine if it is VIABLE. In other words, does it have any hope whatsoever of working? That means the question you should be asking yourself is not “What kind of response rate CAN I get,” but “What kind of response rate do I NEED to get.” In other words, what response rate do I NEED to get to justify the cost of the campaign, i.e. the acquisition cost. “Acquisition cost” can represent any number n umber of different things. It can be the cost to acquire a sale, a lead, an inquiry, a valid contact address, request for a coupon book, etc. etc.

Determining Your Acquisition Cost The easiest way to determine your acquisition cost is to follow the example below. In Direct Marketing—Scenario A Figure 1.2 a company sells a 12-month subscription for the equivalent of $40 a month, generating an annual gross revenue of about $480 per customer. The average customer stays with the company for 2.5 years, generating a gross lifetime value of about $1,200. After the company’s expenses are paid for, it keeps a gross margin of 50%, or $600, over the life of the customer.


21

Postcard Marketing Handbook In this scenario, the company has set aside 10 percent of its lifetime gross margin (or $60) as the allowable cost to acquire one customer. (Note: this number could be higher provided you can make the math work for your situation.) Now that we know the business math, we can determine the marketing math—which determines whether or not a postcard campaign would be feasible or even beneficial. At the beginning of this chapter, we reviewed the most common hard costs you will face when putting together a postcard. These included postage, printing, mailing list purchase/rental, graphic artistry and copywriting. In this scenario, let’s say the marketer chose a combination of price factors that totals 75¢ per mailing. In addition to that, this marketer says he can expect to close approximately 50% of all inquiries he receives.

Figure 1.2

Business Math Annual Revenue from product Gross Margin Years as a Customer Lifetime value of customer Lifetime gross margin Marketing Acquisition Allowable

$480 50% 2.5 years $1,200 $600 $60

Marketing Math Cost Per Prospect Contact Closing Rate

$0.75 50%

Given that information, all we need do d o now is slot the appropriate numbers into the appropriate algebraic formula. That formula is: Cost Per Prospect Contact (Marketing Acquisition Allowable x Closing Rate)

= Response Rate

Using this formula, we discover the REQUIRED response rate is 2.5%. That means the campaign is only worth doing, if he can reasonably expect to get a 2.5% response rate. So the next question becomes; is this a realistic goal? In this case the answer is “yes.” How do we know that? Because national averages put typical response rates for postcard campaigns in the .5 to 5% range. But the good news gets g ets better. Not only does this work with postcard mailings, it also works on just about every other form of marketing as well.


22

Postcard Marketing Handbook To get those averages, those averages, I refer you to the Direct Marketing Association’s yearly publication. Of course there are other organizations that track this sort of thing as well, well, but DMA is a reliable favorite. The following table is excerpted ex cerpted from the Direct Marketing Association’s 2004 Response Rate Study: Direct & Interactive Marketing Campaign Metrics. Figure 1.3 Response Rates For Direct Order Campaigns

Aver A ver age ag e Media Med ian n Media Direct Mail Dimensional Mail Catalog E-mail Inserts Coupons Telephone Newspaper Magazine Freestanding Inserts DRTV Radio

Hig h

Low

% 1.88 2.3 2.18 1.12 0.45 1.65 5.78 0.09 0.13

% 1.04 1.03 1.81 0.31 0.13 1 4.45 0.02 0.05

% 9.57 8.33 7.61 15 4 7.5 20 0.62 0.56

% 0.1 0.1 0.27 0.001 0.004 0.005 0.07 0.005 0.005

0.13 0.04 0.1

0.1 0.03 0.01

0.4 0.1 0.63

0.01 0.02 0.006

Keep in mind, this chart reflects “response rates for direct order campaigns.” That means the respondents included here actually made purchases directly from these solicitations. But what if you aren’t looking for a purchase? What if you just want to generate leads and get the prospect to raise his/her hand, to take the next step in a series of steps to the final purchase? In that case, you might want to take a look at this chart, also from the Direct Marketing Association’s 2004 Response Rate Study: Direct & Interactive Marketing Campaign Metrics. Lead-Gene ration Campaigns Figure 1.4 Response Rates For Lead-Generation

Aver A ver age ag e Media Med ian n Media Direct Mail Dimensional Mail E-mail Inserts Coupons Telephone Newspaper Magazine Freestanding Inserts DRT

Hig h

Low

% 1.86 5.28 3.39 1.19 3.21 5.53 0.01 0.44

% 1.06 2.45 2 0.84 3.21 3.7 0.01 0.04

% 12.5 18.4 15 3.09 6.17 15.63 0.03 1.78

% 0.04 0.15 0.1 0.004 0.25 0.5 0.002 0.001

0.72 0.23

0.3 0.23

1.67 0.23

0.03 0.23


23

Postcard Marketing Handbook Radio

0.24

0.07

0.87

0.0001

Now, remember, these numbers are a guide based on national averages. That means good marketers and bad marketers alike are included so take these last two charts with a grain of salt. They by no means indicate that the best you can hope for in a direct mail campaign, for example, is a 1.86% response rate. By the same token, however, it probably also a lso means that EXPECTING a 12, 15 or 20% response rate is unrealistic.


24


3 The Strategy Single Mailing vs. Multiple Mailings Allow me to save you a lot of heartache and disappointment by saying right now, don’t bother with postcard marketing if you only plan to do a single-step campaign. In fact, don’t bother with marketing at all. I can’t tell you how many business professionals I’ve encountered who decide postcards, po stcards, sales letters, TV commercials, coupons, advertisements or anything else you can think of don’t work in their market because they didn’t get the results they wanted after a single-step campaign. And what’s worse is that they draw these false conclusions AFTER repeated warnings from their consultants that: • •

•

Single-step marketing rarely, if ever, works, You have to build relationships with your prospects before they’ll trust you enough to buy from you, and It often takes an average of 7 to 11 touches before a prospect can even REMEMBER seeing your message, much less do something about it.

Now, I’m not saying you shouldn’t expect to get decent results on your first postcard mailing. If you follow ALL of the advice ad vice in this book, you will. But I am saying if you’re thinking, “All I have to do to sell 1,000 widgets is send out A out A postcard,” postcard,” you might want to rethink your marketing strategy. Why? Because the more mailings you send a prospect and the more mediums you use to communicate your message, the more likely you are to enjoy a successful campaign. Remember, POSTCARDS ARE NOT MIRACLE WORKERS. If all it took was one mailing to make all the people you desire buy or do what you wanted, there wouldn’t be much need for regular, consistent marketing, much less multi-media marketing, would there?


25

Postcard Marketing Handbook So, if you haven’t already, sit down and plan out your marketing strategy. Figure out how many different ways you can communicate with your audience and how many times you can afford to touch them over a given period of time. Only then should you proceed with designing, writing and sending your postcard mailing. Let me also say that if you yo u are on a strict budget, postcards are an excellent low-cost option for multi-part mailings because of the low cost per pe r thousand.

Reduce Your Production Time How? By tweaking the message you already have, then re-mailing. Yes, it’s important to touch your prospects multiple times and in multiple ways but that doesn’t mean you have h ave to create a new message from scratch every ev ery single time. On the contrary, once you find a message that works (through testing which we’ll discuss later), you’ll want to use it over and over again. Now perhaps each piece will have a different headline, different proof points or feature a different benefit, but the USP and overall message should remain largely the same. After all, it is a series mailing and each piece should be related to the previous and subsequent ones.

Feature A Low-Cost Or No-Cost Offer Second only to the single-mailing mistake, the worst mistake I see marketers make is trying to use a little-bitty postcard to move mountains. What do I mean? Simply that it’s not reasonable to expect a 3.5” x 5” or even a 6” x 9” postcard to sell expensive products and services. There just isn’t enough room on a postcard to persuade someone to fork over thousands or even hundreds of dollars for your product or service. That’s what long sales letters, teleseminars and other marketing mediums are used for. Instead, your strategy should be to graduate your prospect to the next step in your sales funnel by getting them to call ca ll in, write in or fax in their request for a free or low-cost book, special report, teleseminar, CD or some other item with a high perceived value. Of course you can sell low-cost items quite effectively e ffectively with postcards, but if that’s not your market, you’ll want to use the approach described above. Remember, the trick is to get your prospects in the habit of saying “yes” to you by making it easy, not by requiring an act of congress to pass a budget amendment. Got it?


26

Postcard Marketing Handbook See Figure 3.1 for an excellent example of a free offer that not only has a high perceived value but gets the prospect to directly interact with the vendor, thus dramatically increasing their chances of closing the sale or at least collecting valuable, additional information. As an aside, it is also important to note that this postcard does an excellent job of reeducating a misinformed audience in a subtle but compelling way. As a company that specializes in helping small and medium-sized businesses sell products and services to other businesses, Coopersmith discovered most of their prospects were being taken advantage of when it came to list rentals. How so? Because their prospects erroneously erroneou sly assumed renting a list would be cheaper if they went directly to the source. In reality, doing so actually cost them more. Why? Because when they purchase a list directly from the seller, the seller has no incentive to investigate whether or not the list will actually work for them or whether there is another, better list out there somewhere. A list broker, on the other hand, has every incentive to choose the best list available for his client because he wants to keep the client coming back for more purchases. After all, that’s the business he’s in. Not to mention that tha t list brokers don’t collect their commissions from the company renting the list. Their fees are paid by the list owner. And, no, these costs do not get passed on to the list renter.

Figure 3.1 Coopersmith List Consultant Postcard


27


4 The Design The Aesthetics Now that you have your mailing list and strategy figured out, it’s time to consider your postcard’s design. But don’t worry. The rules for good postcard design are simpler than you might think. In fact, it’s one of the smallest sections in this book.

Size Nine times out of 10, bigger is better. If you can spring for the extra postage and printing costs, you’re better off doing an over-sized postcard rather than a regular-sized postcard. I’ll even go so far as to say that you’re generally better off sending a larger postcard to a slightly smaller list than a small postcard to a slightly larger list. Note: over-sized postcards generally measure 6 x 9 inches but can be as large as 6 x 11 inches. Color What about color? The more the merrier, but it’s not essential. Color postcards tend to pull better than black and white ones, but that doesn’t mean black and white doesn’t work. In fact, if you are sending a postcard that is designed to look like an official mailing from DMV, the State Treasurer or some other official office, black and white is the best choice and the layout should be as simple and no-nonsense as possible.

Pictures Where appropriate and applicable, pictures can be a huge asset. Whether it’s a full-body picture of you, a headshot, a picture of the product, pictures of the people whose testimonials are featured or some other valuable image, pictures not only draw the eye in, but lend credence and credibility to your offer. See Figure 4.1 for an excellent example of this technique. Having said that, there are instances where you do NOT want to use a picture. Again, I reference the “official government notice” example where you want the piece to look like a government agency sent it.


28

Postcard Marketing Handbook Commercial Property Services, a company that specializes in securing tax reductions for property owners paying too much, used this trick beautifully when they sent out an official looking postcard saying, “Your property tax is probably too high. Send this postcard back and we’ll give you a free…” As a result, their response rate went through the roof.

Figure 4.1 Information Marketer T.J. Rohleder’s highest-performing postcard (front)

Let me also say I do NOT advise using pictures for the sake of using pictures. Every single thing you put on your postcard, from the stamp, to the pictures, to the font, to the response mechanisms, to each and every word should serve a purpose. If not, leave it out.

Copy Length Effective postcards are content-rich and that usually means lots of copy. Again, I’m not talking about “filler” material. I’m talking about making a compelling and complete case for the product/service you’re offering. Remember, you’re competing against 32,000 other marketing messages on any given day. If you don’t explain exactly why the prospect should do what you ask in the most compelling and complete language possible, they’re going to spend those dollars with someone who will.


29

Postcard Marketing Handbook Response Space Just a quick note on this point. po int. If you are asking the prospect to respond directly on the postcard (i.e. by filling out their contact information and mailing the card or a portion of the card back to you) leave enough room on the back ba ck so they can fill out their information legibly and without using a magnifying glass. Prospects will not take the time or make the effort to write their information in 8-point font. Give them plenty of room and you’ll increase your response rate.

Coupons Whether you create a “real” coupon on your postcard or you simply announce a special deal in the headline, this is one of the most effective tools you can use to increase your response rate. Just look at Bed, Bath & Beyond, Amazon and any other company you regularly receive coupons from. They spend this money every month for a reason. IT WORKS! Tip: putting a dashed border around a copy block creates a coupon-like appearance. See Figures 4.2 and 4.3 for examples of the effective use of this technique.

Figure 4.2 Bed, Bath & Beyond Postcard (back)


30

Postcard Marketing Handbook Figure 4.3 Gold’s Gym Postcard (back)


31


5 Writing the Postcard Copy Your 13-Point Checklist to Powerful Postcard Copy In this chapter, each point p oint on our 13-point checklist is broken down into four sections: rules, money words, examples and formulas. I’ve done this to help you quickly identify not only what you should be be doing in your copywriting, but why and why and how. how. But before we get started on the actual checklist, let me share a couple of general points to keep in mind before you before you begin writing.

The Motivating Sequence First is the “motivating sequence.” This is a five-step formula for writing lead-generating copy that is particularly well-suited to direct mail. The 5 steps are:

1. 2. 3. 4. 5.

Get attention. Identify the problem or need. Position your product or service as the solution or answer. Prove your case. Tell the reader what to do next.

How do you do all of this in the space of o f a postcard? Succinctly. For more specifics, spec ifics, let’s take these steps one at a time.

1. Get attention. Doing this can be as simple as promising p romising a benefit in the headline such as—“Now reduce your telephone bill 50 percent or more!” Or you can ask a provocative question like “What do Japanese managers have that American managers sometimes lack?” You can even promise a reward or make an attractive offer up front with something like, “Reply now to receive a FREE special report on how to restore your personal credit.”

2. Identify the problem or need. This might seem like a monumental waste of time at first glance. I mean, after all, shouldn’t the prospect already know he/she has a problem or need? As Bob Bly puts it, “Yes, but bu t what are the chances that the prospect is thinking about the Center for Technical Communication. ©2008

32

Postcard Marketing Handbook problem or need your product addresses at the moment he picks up and opens your direct-mail package?” Pretty darn slim. In fact, studies show the likelihood is only somewhere between one in 100 and one in 200. Therefore, you need to get the prospect thinking about the problem before you begin talking about the problem. Below are two examples of how you can effectively do this. One, state something the prospect already knows like, “The diagnostic-imaging business is more competitive than ever.” Or, you can just ask a question like, “Are you sick and tired of getting ads from your ad agency that don’t help sell your product?”

3. Position your product or service as the solution or answer. Make this point VERY clear. A good example of this can be found above in Figure 3.1 where it says, “Why spend countless hours searching for mailing lists? Let CLC do the list research for you. Our services are FREE!” 4. Prove your case. Once you’ve successfully accomplished the first 3 steps including gaining attention, highlighting the need and promising to fulfill that need, your prospect is going to begin wondering, “Okay, but why should I buy from you from you?” ?” You can answer this question in several ways. First, you can list the clients for whom you’ve done similar work, give references or include testimonials. You can also describe the key benefits, list the most important features and/or compare compare your product to the competition in such a way that yours is revealed as the more favorable of the two.

5. Tell the reader what to do next. The final step is to present your offer and make a call to action. That means telling the prospect what to do, why they should do it, what they will get when they do it, and why they should do it now rather now rather than later. For an excellent example of ALL these elements see Dr. Andrew Linick’s postcard featured in Figure 5.1. This postcard, which pulled a 10% response rate (truly phenomenal in the world of postcard marketing where most marketers are happy hap py with a 1 to 5% 5 % response rate), is one of the few I’ve seen that does very nearly EVERYTHING right.

Give the Reader Useful Information This means exactly what it says. Don’t fill your postcard with a lot of hype, fluff and sales sleaze. Instead, give your reader valuable information that will truly make a difference to them. See Figure 5.2. If your product or service is worth paying pa ying the price you’re asking, that’s all you’ll need nee d to convince your audience. Anything less, anything dishonest or sleazy and your postcard will be spending a long, lonely life in some landfill.


33

Postcard Marketing Handbook Figure 5.1a Veterinarian Dr. Andrew Linick’s Dog Bedz Postcard (front)

Monkey-See, Monkey-Do 14-Point Checklist (back ) Figure 5.1b Veterinarian Dr. Andrew Linick’s Dog Bedz Postcard (back)


34

Postcard Marketing Handbook Figure 5.2 Kennedy Lillo Associates Postcard (front)

The 13-Point Postcard Postcard Writing Checklist At last, we’re getting down to the nitty-gritty of postcard writing! As I mentioned above, you’ll find each of the following points p oints broken down into four sections: rules, money words, examples and formulas. But remember, the smaller your postcard the more direct, clipped and merciless your copy needs to be. Throughout this chapter you’ll see several examples that will work well on oversized postcards, but which you just won’t have the luxury of using on a 3½ by 53/8 inch postcard. For more information on what works best for that size, which is the smallest smallest of postcards, see Chapter 8: Alternatives 8: Alternatives to Creating Your Own Postcards.

Attention-Grabbing Headline Headlines are NOT multi-taskers. They have one job and one job only…to get the prospect to read the next sentence. Rules of thumb for effective headline writing:

Rules 1. Be clear, direct and concise. DO NOT indulge in cutesy phrasing, puns, plays on words, etc. 2. The message should be reader-centered (“you” not “we”). 3. Highlight the product or service’s most important benefit TO THE READER.


35

Postcard Marketing Handbook i. Mention NO MORE than two benefits in the headline (to avoid confusing the reader and diluting your message).

4. Arouse curiosity (To test whether you’ve accomplished this, imagine your headline is the only thing a prospect can see while standing in a checkout line; would their curiosity be piqued enough, simply by reading your headline, to pick it up and read further?). 5. Appeal to the reader’s self-interest. Answer the question, “What’s in it for me?” 6. DO NOT overstate the benefits of the product/service (or you will lose credibility). 7. Identify a highly specific, extremely narrow target audienc e. i. Exercise 1: Imagine what your perfect prospect looks like, sounds like, walks like, talks like. Imagine everything from hair color and height to hobbies, occupation, family dynamics, life stressors, etc. Then write as though you are writing to THAT person. 8. Use meaningful specifics. 9. Instead of saying, “Time Management Techniques for Managers.” Say, “How 25 Managers Save 3 Hours a Week With These Time Management Techniques”. Instead of saying, “Stop Joint Pain For Good” say, “Arthritis Sufferers: How to End Pain in 59 Seconds”.

10. Use odd numbers instead of even numbers.

“Money” Words At last Finally New Now Announcing Introducing

Free How Why Who else… Which Wanted

You Sex Money Guaranteed Easy Save

Gift Instantly Get Surprising Yes Discover

Examples (Also see Figures 5.3 and 5.4 for real-life examples in action.) •

3 Ways To Sell Your House Faster And For More Money.

•

The Truth About Homeowner’s Insurance.

•

What Every Woman Should Know About Bargain Shopping.

•

How To Help Your Website Traffic Skyrocket in 60 Days.


36


Who Else Wants A Whiter Wash—With No Hard Work?

•

Which Of These Car Buying Mistakes Will You Make?

•

The Top 5 Mistakes Self Publishing Authors Make. Make .

Formulas 1. What Do _ (your __ And __(unexpected comparison)__ Have (your product or service) __ comparison)__ Have In Common? 2. Who Ever Heard Of __ (unexpected (unexpected something)_ From A __ (your (your product or service)_? service)_? 3. The Truth (“solve (“solve a problem” or “get a result”). 4. Which Of These _ (area (area of concern)_ Mistakes concern)_ Mistakes Will You Make? (X#)_ Mistakes _ (your (your audience)_ Make. audience)_ Make. 5. The Top __ (X#)_

6. How To Prevent __ (pain)__. (subject of article) Are Not Created Equal. 7. All __ (subject

8. If _______, then _______. Figure 5.3 Information Marketer T.J. Rohleder’s Postcard (back)


37

Postcard Marketing Handbook Figure 5.4 Gold’s Gym Postcard (front)

Note: You’ll notice in the above examples, one has very long, dense copy and the other is mostly pictures and almost no copy. Which should you use? It all depends on what you’re promoting. In Figure 5.3, the business owner is promoting a product that is less familiar to the reader and requires a fair amount of explanation and persuasion in order to get the reader to act. Figure 5.4, however, is promoting a well-known service with well-known fees, terms and conditions. Plus, the Gold’s Gym offer lends itself to representation through pictures much better than the MP3 recording being promoted in Figure 5.3. In Figure 5.4, it’s easier and more effective to communicate the two main selling points using pictures i.e. how great you’ll look and the personalized attention you’ll get from a trainer than it would be to describe the same thing with words.

Identify Pain When stoking the emotional fire in prospects by targeting their pains, it’s important to remember it doesn’t have to be major pain and it doesn’t even necessarily have to be real pain. real pain. It just has to be perceived pain.

Rules 1. Interrupt the conversation going on in the prospect’s head (i.e. what are their hopes, dreams, fears, worries, etc.).


38

Postcard Marketing Handbook 2. Always, always, always write to a specific, singular person you can envision in your mind. How do you do that? By starting with the basics. i. First write down everything you can think of to describe this person: Age Height Weight Eye and hair color Hobbies Income Family dynamics Profession Type of house Buying habits Sports Favorite vacation spot You get the idea. Make this person as real as possible in your mind then write your copy as though you’re writing a letter, postcard, whatever to him or her. h er. You can even use the same person for every product or service you have. Now, before you balk, let me say I know how counterintuitive this is. You’re thinking, “But all my clients aren’t the same! Not a single one of them has all those characteristics in common!” Doesn’t matter. You see when you write to a specific person, your copy automatically sounds more personal, congenial and approachable. It AUTOMATICALLY becomes more readable and engaging. And that’s what you want, right? It doesn’t matter who you envision because it isn’t that person who shows up in the copy, it’s you. Your personality, your attitude, your presence as it would be if you were talking to a real live person. Got it?

3. Be conversational. Once you get the first two steps down, this is a piece of cake. Just pretend you’re talking to a buddy, friend or relative when you write. Quick and Easy Tips for Getting Conversational     

Use everyday language. Use simple words and sentence structure. Write in the second person Don’t go on and on about how fantastic you are. Don’t stress about proper grammar.


39

Postcard Marketing Handbook “Money” Words Tired Your turn Treat Nervous Dread

Challenged Deserve Hassle Fear Scared

Exhausted Work Money Worry Anxious

Wish Stress Tension Emergency Longing

Examples (Also see Figure 5.5 for a real-life example.) 1. Feeling overwhelmed by the demands of your day? Regain control in less than 5 minutes. 2. It is easy to “get lost” in all the advertising, marketing, direct marketing, lead generation strategies, direct-mail, online media…lost in the myriad of tools and strategies and techniques and opportunities, lost in the sophistication and complexity, lost in the… 3. You might fantasize about giving up e-mail, your cell phone, and other technology that keeps you in a crazy busy mode. 4. Through quick exercises (perfect for busy people), your Survival Guide takes you step-by-step through the process of unsnarling a frantic life. 5. Instantly wipe out any fear, hurt, procrastination, worry, angst, anger, resentment or obstacle to achievement. 6. Don’t get duped by the five biggest debt, credit and investing rip-offs that can steal more than half your wealth!

Formulas 1. Feeling _______ by the demands of ________? 2. Overstressed? Overwhelmed? Overscheduled? Feel so _____ it’s just about driving you crazy? 3. It really is a crazy and unfair world out there…On the one hand, there are people who _______. And on the other hand, there are a re people who ________. 4. In fact, it is my observation that most _______ are doing a very good job with ________, but are hideously dropping the ball when it comes to _________. 5. If you want to _____, ______ or ______, it’s just not realistic to give up ________.


40

Postcard Marketing Handbook Figure 5.5 SurfControl Postcard (front)

Testimonials Testimonials are your most powerful persuader when it comes to the written word. No promise, guarantee or clever phraseology will come close to wielding the power testimonials do when used properly. Don’t tell your prospects how great you are. Let your clients do it for you. Why? Because like it or not…they’re more credible than you. Rules 1. Testimonials should be powerful and communicate specific benefits that are important to the reader. 2. Include pictures when possible. 3. Do NOT make up your testimonials. 4. To get better testimonials faster, write up several then ask your clients, colleagues, etc. to CHOOSE one they like. And let them know they are free to edit it before sending it back to you. 5. Include as many numerical and factual specifics as you can.


41

Postcard Marketing Handbook “Money” Words Results Easy Professional Saved Achieve

Success Personal Expert Grow Free time

On-time Clear Money Solution Work less

On-budget Honest Profits Thank you Stress less

Examples (Also see Figure 5.6 for a real-life example. Note that pictures are a big bonus if you can work them in.) “I feel so strongly about ExpertInAMinute because it’s all about getting you in front of your best customers in a non-threatening non-threa tening way with information that really helps them.” --Heather Brogan, Investment Broker “After spending thousands of dollars getting information from almost every Internet and marketing expert out there, I can ca n say that, without a doubt, Maria Veloso’s book, ‘Web Copy That Sells,’ is the best investment that anyone wanting a profitable career on the Internet could make.” --Rick Miller, Certified Master of Web Copywriting, Author of “Internet Mind Control” and Founder of ScientificInternetMarketing.com S cientificInternetMarketing.com

Formulas 1. _____ was able to immediately identify the areas of my business that could produce _______ quickly. When _____ helped me implement _________, well, the results speak for themselves. In ____ months alone, I’ve made an extra _________ in profit I can directly trace back to ________. 2. There is absolutely a direct link between the number of _____ and the _______. I made over _____ sales with the help of _______. 3. ______ has freed up my nights and weekends to focus on my ________. 4. I have less stress so I can actually enjoy my free time. Before, I didn’t want to get up in the morning because I didn’t feel I had anything to look forward to. But with _______, I’m excited to see ___________! 5. Before ______ my life was 24-7 mayhem. Now I’ve been using ________ for ______ and it already has helped me ______ in a way I never anticipated and can hardly believe.


42

Postcard Marketing Handbook Figure 5.6 Dr. Erich Breitenmoser’s Postcard (front)

List Benefits These are NOT features, facts or figures about your product or service. Benefits are the emotional reasons a person would take the action you want (i.e. more money, time savings, fewer headaches, happier family, more self-confidence, get the guy/gal of your dreams, get the promotion you deserve, etc.).

Rules 1. People buy emotionally and justify it intellectually. For example, Stan may have needed a new truck because he totaled his old one, but you can bet the decision to buy a fully loaded F-150 wasn’t made because it was a wise investment of $39,970. No, what tipped the scales was the feeling he got from the sound of that dual exhaust V-8 engine. Intellectually, however, he justified it by telling himself he required the hauling capacity at a t work and at home. Of course this justification may very well be valid, but the fact is, it wasn’t the features that compelled him to buy.

2. Facts and figures are necessary (at some point) to the buying decision, but only insofar as they justify what the emotional side of the prospect wants to do. 3. The best benefits also reveal bits and pieces of the whole solution.

“Money” Words Money Never again

Relax Master


Stop Enjoy

Start Begin

43

Postcard Marketing Handbook Free Reduce Control

Eliminate Win Cutting-edge

Stress-free Time-saving Limitless

Profit Belong Simplify

Examples of benefit statements (Also see Figure 5.7 for a real-life example). • • •

•

• •

A series of questions to help you prioritize what matters most to you. The handy-dandy anti-worry plan. Tips for getting back to the “C State” (a state where your you r brain operates at its best). A unique scoring system for determining your “worth factor”: Tailored to suit your own priorities so you’ll know where to reclaim and create time. The six-step plan for dealing with overload. Seven steps for a better, less hectic, daily schedule.

Formulas 1. Powerfully transform ______ and make your you r biggest dreams materialize. 2. Directly experience _________ and enjoy the ultimate satisfaction of fulfillment. 3. How one simple exercise can make your _______, even when ________. 4. How and why you’ve been misled and taken advantage of when it comes to _______. 5. Why you don’t have to worry about ________ any longer. 6. Specific ways to cut ________ without sacrificing __________. 7. How to save ________ by simply ________.


44

Postcard Marketing Handbook Figure 5.7 Intech Power-Core Postcard (back)

Credentials Credentials answer the question every prospect is thinking, thinking , “What makes you qualified to make these claims? Where’s the proof? And what’s your track record?”

Rules 1. Provide concrete credentials where possible. Hard facts and data are hard to argue with and appease the logical logica l side of the prospect’s brain. The side that has to justify making an emotional decision later on. 2. Use anecdotes and success stories to convey your expertise. This makes your qualifications appear stronger and more memorable. It also gives give s prospects someone to identify with, someone in whom they can see themselves. 3. Do NOT reprint your resume…not even a modified version of it. The key is to entice, not bore, your readers. 4. As proud as you may be of your credentials, don’t let them take center stage. Remember, a good marketing piece is about the prospect, not you.


45

Postcard Marketing Handbook “Money” Words Expert Professional Talent Coached Leading

Authority Outperformed Qualified Won Converted

Recognized Experienced Pioneered Solved Discovered

Trained Mastery Created Invented Founded

Examples (Also see Figure 5.8 for a real-life example. Pay particular attention to the highlighted sections.) •

•

•

•

Elder Law Attorney Bill Hammond built his business from nothing into a thriving business that grossed more than $939,000 last year—all in just 48 months. Lee Milteer has shared the speaking platform with many well-known personalities, including Dan Kennedy, Jack Canfield, Mark Victor Hansen, Tony Robbins, Zig Ziglar, the late Dr. Norman Vincent Peale, Stephen Covey, Brian Tracy, Og Mandino, Ted Koppel, Lynn Redgrave, Marlo Thomas and T. Harv Eker just to name a few of the famous names you might know. I’ve spent more than $50,000.00 over 15 years researching, learning, developing, creating, refining and implementing many of the tools and strategies in this legal system until I had it just right. Dave Frees has presented trainings, seminars, and speeches to employees, executives, and faculty or administrators of:

Aramark General Electric Verizon JP Morgan Smith-Barney Harvard Yale Cornell University And more

Formulas 1. When I was (where your prospect is today), today), I had resigned myself to _______. Now _____ years later, I’m ______ and feeling _________.


46

Postcard Marketing Handbook 2. This gives you my ________ which I’ve used to generate __ (amount (amount of money) _ (field you’re targeting) _ _ in _ (field _ in less than _____ years. 3. ____ _____ is a frequent speaker on ______ issues and has been interviewed on programs including ____, ____, ____ and more. He has also written books addressing _______ including _____, _____ and ______. 4. It all began in _____, when _______ asked me to _______. I quickly agreed without giving a lot of thought to the potential it had to change my life.

Figure 5.8 Mortgage Professional Jimmy Vee’s Postcard (back)

Anticipate Objections If you were in the prospect’s shoes, what questions would you be asking yourself, what kind of additional proof would you want, what would you be suspicious or circumspect about?

Rules 1. Compare apples to oranges—always. It makes your product look like a steal. Example 1: “For as little as $19.95, you can purchase this fitness e-book and get the same benefits you would from Buff Bodies fitness machine, which would cost you $2,477. It’s even cheaper than a gym membership, which costs $600 per year or a personal trainer, which costs $50 per hour. Get the same results for a lot less…”


47

Postcard Marketing Handbook 2. Make the cost insignificant by comparing it to the price of gum, a cup of coffee, etc. Example 2: “For the same price you pay for a cup of coffee at Bigbucks each day, this widget can be yours…”

3. Introduce one or two weaknesses about your product or service then turn them into positives if possible. Being honest and admitting to less than perfection will actually make your claims more believable AND buyable. 4. NEVER attempt to make the prospect feel silly, uneducated or inept by trying to bulldoze your way through an objection. Be straightforward and respectful when you address it. No one likes a bully and they certainly don’t want to buy from one. “Money” Words Yet Alternative No risk Guaranteed Too good to be true

Despite The real payoff The first Easy Trial offer

Even though See for yourself Exclusive Simple No obligation

But Yes Secure Improved Proof

Examples •

•

•

Objection: “Either you’re born with it or you aren’t.” Answer: “Yet, in spite of this widely held belief, the fact remains: the woman who was at one time considered one of the most charismatic figures in the world was clearly not ‘born ‘born with it.’” Objection: “I can’t afford it.” Answer: “If there is one thing that is absolutely, abundantly, inarguably clear about the members and clients of mine who are topping their own incomes and financial successes, hitting one new peak after another, it is that they invest heavily in acquiring and using ALL the information and assistance they can get, no matter how uncomfortable the price might initially seem. There’s a long list of these folks who…” Objection: “I’m not a very good writer.” Answer: “You don’t have to know how to write—not in the traditional sense, that is. So long as you can write conversationally, you don’t really have to know the ‘rules’ of grammar. You don’t need to discern a preposition from a noun in a lineup.”


48

Postcard Marketing Handbook Formulas 1. Objection: “It costs too much money.” Answer: “It’s true. This life-changing product does cost _____. The real question though isn’t can you afford to spend _____, but can you afford to lose ______. Because that’s exactly what you’ll be doing if you don’t take advantage of this opportunity today. You see…” 2. Objection: “I don’t have time.” Answer: “The great thing about _____ is you don’t have to use it/do it/learn it all at once. You can take your time and go at your own pace. In fact…” 3. Objection: “My business is different.” Answer: “We get this one a lot and while we can understand how you might feel that way at first glance, the truth is this works for any business that ____, _____ or ______. How do we know? Because we’ve we ’ve helped professionals from all walks of life including ____, ____, _____, _____, and more.” 4. Objection: “What if I buy it and discover I made the wrong decision?” Answer: “Great news! That’s where our 100% Money Back Guarantee comes in. When you decide to invest in your _____ today, we’ll guarantee you…”

Solution This is the climax of your piece. This is where you lay all the cards on the table (almost) and reveal the perfect answer an swer to your prospect’s problem.

Rules 1. Recap the pain and emotional aspects. 2. Present the solution as “easy and effortless.” Present it as the natural next course without sounding condescending. 3. Reveal the VALUE of the product/service, then the actual price. 4. Offer a FREE booklet or other bait piece. Ease your prospects into the habit of saying, “Yes” to you by making the first one a no-brainer.

“Money” Words Real Look See for yourself

Increase Experience Reward


Save Enjoy Get

Feel Discover Profits

49

Postcard Marketing Handbook Step-by-step Foolproof

Straightforward No headaches No assembly required Simple

Clear Automatic

Examples (Also see Figure 5.9 for a real-life example. And remember, solutions don’t have to be complicated or life-changing. They can be as simple as providing the perfect gift for someone your prospect cares about.) •

•

•

“Our program will help you get started by showing you sure-fire ways to land your first assignment and launch your six-figure copywriting career. We’ll show you how to put yourself in front of marketing people who are looking for copywriters—and how to negotiate your fees. You’ll even have an opportunity to write a letter for us! And if you’re letter’s a winner, we’ll write you a big fat check for $10,000.” “Suddenly, whatever challenges you’re facing won’t look so bad. You’ll find yourself flying over the top of any obstacle or conflict you’re confronted with. Naturally you’ll feel better about yourself and where your life is headed. Dreams that previously looked impossible will suddenly seem a lot bigger, brighter and closer to fruition than they ever appeared to be in the past. And best of all…” “This business in a box is the real world equivalent of the goose that lays the golden eggs. All you have to do is attend the training and assemble all the components using the 30-day step-by-step action plan, and you’ll have an exact replica of the most successful NLP/Hypnotherapy practices in the world. It’s so simple and takes such little time.”

Formulas 1. As we go through this _______, I’m going to be giving you a number of tips and tools so you can develop _______ for ________. All of them are easy to implement. 2. How to join the _____. Discover why _______. Erase the ____ barriers to ______. Reach every _____ goal you set by _____. Become more _____, ____ and _____ by learning how to use _____. • • • •

3. Your ____ includes the core program which will take you step-by-step through____. You’ll get your own _____. You’ll even get _____. Plus there’s an additional bonus of _____.


50

Postcard Marketing Handbook Figure 5.9 A.R.E. Postcard (front)

Take Away Create a sense of exclusivity, of something special.

Rules 1. Make it unexpected. 2. Use it as a tool of reverse psychology. 3. Simultaneously paint a picture of all the prospect would be losing out on if he/she doesn’t purchase/sign up today.

“Money” Words If Try before you buy Limited time Limited number Not for…

Don’t Doubt Qualified Don’t buy if… Your competition…


Make certain Find out Exclusive I invite you Only if…

Think Guarantee Special Just for… Compare

51

Postcard Marketing Handbook Examples •

“If the fee sounds like a lot, or you'll have to dip into your rent money to pay for this, the Master-Mind-Inner Circle Coaching Club definitely isn't for you. Please do not contact us about abo ut this offer if the cost will be a hardship in any way. I'd hate to have to talk you out of it. However, if you want a 10 to 1 return OR more and are willing to IMPLEMENT right away—this may be for you.”

•

•

This is not a group for voyeurs voye urs or people who like to sit in the back of the classroom. Your contribution is expected and encouraged, and if we don't think you are adding to the group, you will receive a prorated refund and be excused. “For you, this is one of those ‘choice points’ in life because now you are going to be asked to make a decision. And the decision you will make may be the difference between worrying that your documents are out of date…that d ate…that you’re out of touch with the latest laws and strategies…that you’re unprepared for a long-term care situation…or that you haven’t helped the generations above and below you plan. Or you will choose to be the person who understands how to control the entire process…not just for the short term but for the long haul, and have the expert support and guidance behind you that makes keeping current fast, easy and economical. You will find comfort in the confidence and peace of mind you acquire.”

Formulas 1. This program is only for serious business owners will to commit to ___ ________. If you have neither the time nor the inclination to ______________, please DO NOT sign up with us today. 2. Please do not sign up today. Do not call us. And do not send us your money if you _______. 3. This program is not for for you if you _________, are happy with the status quo, do not wish to learn how to _____________, believe only “the lucky” become ____________, want to keep ____________ the hard way or are unwilling to reach your peak potential.

Deadline Center for Technical Communication. ©2008

52

Postcard Marketing Handbook Give the prospect a reason to take action now. Create a sense of urgency.

Rules 1. Use limited-time or limited quantity offers. 2. Offer a discount for fast response and a penalty for slow response. 3. Make the deadline obvious and include it in multiple places (at the top of the piece, at the end and in the P.S.). “Money” Words Limited time Right now Limited number Today Seize

Don’t wait Now Urgent Run out Grab

Hurry Quick Won’t last Too late Sell out

Fast Lose out Don’t miss Jump on Gone

Examples •

Make sure you don’t delay, because these Free Cosmetic Examinations will only be available until our remaining available spots are filled. We have a total of 45 slots to book and 13 are already gone. Don’t put off your future another day! Claim your gift of confidence by taking the first step now. You DO Have to HURRY though! Keep in mind, my generous offer is good only for the first 250 people who sign up!

•

•

“And DON’T MAKE THE BIG MISTAKE of thinking, ‘I’m busy this year—I’ll ye ar—I’ll go next year.’ I could never possibly assemble THIS slate of speakers and experts, and cover these ‘3 seminars in one’ again. Their schedules, their compensation demands preclude even the thought. thou ght. This really is a ‘Now or Never.’ And it is the ONLY opportunity you can have this year to hear MY ‘coach’, Bob Moyer, addressing ANY dental audience…”

FAIR WARNING. In the interest of a spirit of cooperation and teamwork, Phillip only admits 1 agent or broker from each area. Only 1 person from each area can join this program, use his system and make that money.

Formulas 1. Reserve your spot before it fills up! Complete the attached _________ and fax it to __________ or call ___________ (24 hours hou rs a day, 7 days a week) before ______ at


53

Postcard Marketing Handbook ________a.m./p.m.

2. If you are interested in ________, you must fax ______ the fast response acceptance form right now while it’s still fresh in your mind. After the last ____ spots fill up, that’s it! No more applicants will be accepted. acc epted. No matter how moving or original your story might be. 3. I cannot hang my financial butt on the line for very long like this. ________, my accountant would have me committed. So you can understand why I must make this a limited-time offer. Because I’ve had this letter rushed to you, my offer stands for the next ____ days (stamped in red on the enclosed free look enrollment form)…and then it’s gone forever.

Call to Action The most effective calls to action include a bonus, bo nus, deadline, limited quantity notification, penalty for not responding quickly or other strong incentive to act right away. a way.

Rules 1. Tell your prospect EXACTLY what you want him/her to do. 2. Supply at least two response methods. 3. Provide a sufficient incentive. DO NOT use u se a boring, non-committal close like “For “Fo r more information, call…” “Money” Words I invite you… Just hit reply For faster service… It’s important you… Complete and mail

Apply online Now Call now Call or e-mail For a free demo…

Reply today Learn more Mail your order… Ask your… Respond promptly Avoid Send for… Come in Time is running out…

Examples “For a FREE demonstration of how our widgets can save you up to 30% every quarter, call 1-800-WIDGETS by June 12th.” Get the vibrant, fulfilling, joyous life you’ve always wanted and the brighter, whiter smile you’ve always deserved. Simply call our office today to schedule your Free Cosmetic Examination, 804-320-6800. (In case you missed it the first time, that’s a 100% Free Initial Clinical Exam.) good one—is it from a postcard?


54

Postcard Marketing Handbook And as a special bonus you’ll also get our FREE 32-page report, “How To Get The Radiant Smile You’ve Always Wanted…No Matter How Ugly, Chipped, Stained Or Crooked Your Teeth Are.” •

If you’re finally ready to see your Profits Double or Triple…then you’re ready to uncover the Single Biggest Secret to Easy, Effortless, Profit-Producing Marketing. I invite you now to fill out your enrollment form by clicking here now. Your Risk-Free, Guaranteed Solution to 24-7 Automated Marketing is waiting.

Click here to get started today. Or you can call 1-800-858-8889. Don’t put off until tomorrow, the wealth, success, freedom and happiness you could be enjoying today. Start turning your prospects into profits now! Formulas 1. Fill out your contact information on this card and just drop it in the mail for your FREE_________. 2. REGISTER NOW at www._________.com. (If the site is shut down, you’ll know you were too late.) Remember, only the first _____ will be accepted into this exclusive course… 3. You must act now to secure your spot at this year’s ________. Seats are limited and so you should register while seats and _______ discounts are still available. Don’t lose out on one of the most ______ events you’ll ever experience! Call now…

Response Mechanism The best response mechanism is SEVERAL response mechanisms. Why? Because everyone has their preferences and the easier you make it on your prospect, the more you’ll sell. Possible mechanisms include: • • • • • • •

Toll-free 800 number. Regular phone #. 900-number (not so widely used today). Go to a specific Website URL to register for free offer. Fax. E-mail your inquiry to… Mail completed response form or staple business card to postcard p ostcard and mail back to us at this address…


55

Postcard Marketing Handbook Rules 1. Cater to the technologically savvy and the not-so-savvy. And don’t forget the lazy. Here’s an example of what I mean. For months I’ve been interested in a particular newsletter subscription. THREE times I’ve gone to fill out the registration form but because I have to fax it in, which requires me to print it off the Website because it’s a locked PDF, fill out all my information BY HAND, then scan it into my computer so I can use my e-fax system, I’ve yet to do it. THREE times I’ve printed the darn thing out and THREE times I’ve never gotten around to it. And I gotta tell you, almost NOBODY I know would be so diligent as to take the first step 3 separate times.

2. Give your prospect AT LEAST two options and preferably three or four. I recommend including a Website address, an e-mail address, a phone number and a mail-in or fax-in option. The more options you y ou give them, the more sales they’ll they ’ll give you. “Money” Words Fax us at… E-mail us today Go to www… Trade in your… Leave a message… Mail this card…

Call Phone us Get your… Visit www…

Examples “For FREE list recommendations on an upcoming direct mail, e-mail or telemarketing campaign, call us toll-free at 866-888-8888.” “Call now to arrange a free, no-obligation demonstration of product XYZ.” “Mail the enclosed reply card for a free brochure.”

Formulas 1. For your FREE ________, fax us today at ___________. 2. Redeem this 20% off coupon by going to ____________. 3. Mail the attached reply card for a free _______________.


56


6 After You Write “In our factory, we make lipstick. In our advertising, we sell hope.” Charles Revson Once you’ve completed the rough draft of your postcard, let it sit for at least a few hours and preferably overnight. This permits the most effective use of your subconscious to find solutions to difficulties you may be having, to find a better way of stating a sentence, or to hatch the inspirational details that make good copywriting great.

Read Your Copy Out Loud This is an absolute must. Reading your copy aloud gives you the opportunity to hear what your readers will hear, to hear the piece’s cadence and rhythm, to find stumbling blocks in poorly juxtaposed words, to determine where clarity is lacking, and to experience the flow of your work. Each of these components is critical and noticed by your reader—whether they consciously realize it or not. So do yourself a favor and help increase your sales by taking the time to read EVERY word out loud.

Do Multiple Passes Read through your copy once to get a feel for the quality and clarity of the message you’re communicating. Are you communicating commun icating the most valuable information possible, given your space restrictions? Is the message unmistakably clear? Then once you’ve answered these questions, read for the power and purpose of your words, sentences and paragraphs. Does each word, sentence and paragraph draw you inexorably forward? Does each one compel you to continue reading? Do they advance the story or message or do they just take up space? And finally, read once more for correct punctuation, grammar and syntax. Of course you may not want these to be b e 100% correct at all times, particularly when you’re you ’re trying to communicate in a conversational voice that may require incomplete sentences, dangling participles and so on. But as much as is possible, obey the standard rules of grammar, punctuation and syntax for the sake of clarity and understandability.


57

Postcard Marketing Handbook Now I realize that at first glance this may seem like overkill, but trust trust me! I’ve NEVER encountered someone who could read EFFECTIVELY for all three of these components in one pass.

Check for Scanability After completing your final draft, review the piece for scanability. Why? Because more than 30% of the U.S. population classifies themselves as “scanners,” which means they WON’T be reading your copy word-for-word. What’s more, this number surges even higher when reading online, newspapers, direct mail, and magazines. So how do you check for scanability? By making certain you can understand ALL the important points of your message, offer and call to action even if you ONLY read the words and phrases printed in bold, italics or some other identifying characteristic. Additional tricks for improving readability include: • • •

• • • • • •

Using bullets. More white space. Creating anchors for people’s eyes in the form of pictures or bold subheads. Using screened boxes to highlight important points or testimonials. Yellow highlighting. Circling and/or underlining important points. Cross-outs. Simulated handwriting in the margins. Photo captions (Hint* These have a similar impact, if slightly lesser, to great headlines and subheads).

See Figure 5.11 a and b for a great example of scanability.


58

Postcard Marketing Handbook Figure 5.11a Information Marketer T.J. Rohleder Postcard (front)

Figure 5.11b Information Marketer T.J. Rohleder Postcard (back)

Replace Rational Words With Emotional Words


59


7 The Testing “Marketing is fundamentally persuasion and persuasion happens to be not a science, but an art.” William Bernbach After you’ve written your copy, your next step is to begin split testing. Split testing means taking two or more marketing ideas and making them compete. Whether you do this at the very beginning by segmenting your list into smaller pots or after your initial mailing to the entire list, the importance of testing cannot be ignored. A/B split testing is the most common form of testing and the most effective, particularly if you are NOT working with several thousand mailing addresses. Why? Because in most cases you’ll need at least 2,000 names in each test group to produce a statistically significant sample on which to base your decisions. That means to test just two different marketing approaches, let’s say two different headlines for example, you’ll need a test group of 4,000 people.

How to Conduct a Split Test Depending on which response mechanism you use (see Chapter 5), any split testing you do will need to incorporate some sort of tracking device. For example, if you’re asking prospects to respond by telephone, you’ll want to provide a different phone extension for each test group to call so you can determine which postcard prompted the call. If, on the other hand, you’re asking prospects to respond via a Website, you’ll want to provide different forward slash URLs. For example, if you’re an airline testing two different different colored postcards you might supply two different d ifferent Web addresses that read: www.freedeltamiles.com/gold and and www.freedeltamiles/white. Alternatively, if you’re asking the prospect to return the postcard itself to you (either by mail or by coming into your store), you’ll want to print key codes on each card. These are simply multiple-digit tracking numbers that allow you to track everything from different headlines to zip codes to household incomes and more depending on how you assign the numbers.


60

Postcard Marketing Handbook What to Test First The 5 most important areas for testing a new campaign, in this order, are: 1. 2. 3. 4. 5.

Audience (list). Offer. Copy. Art. Format.

Audience. How do you test audience? There are dozens of ways but the most useful ones to start with are demographics, geographics and psychographics. Demographics refers to things like age, income, marital status, race, etc. Any good list can be easily segmented according to these characteristics. Geographics refers to your prospects’ physical locations. An easy way to test this is by zip codes or by rural vs. suburban vs. urban. Psychographics refer to the prospect’s lifestyle. In other words, their hobbies, restaurant preferences, favorite vacation spots, etc. Again, all of these things can be easily segmented and tested with a good mailing list.

Offer. This usually includes testing things like price, what’s included in the purchase, discounts, bonuses, and the deadline. But remember to choose only one per test. Copy and Art. When testing copy, your time will be best spent testing the headline and first subhead. The odds that changing one sentence or one subhead in the middle of your message is going to make a difference are pretty slim. When testing art, focus on the big elements first.

Format. Test your copy as a postcard, as a sales letter, as an e-mail, etc. Different formats may have more or less appeal to your specific audience than others and there’s no sense spending hundreds if not thousands of dollars d ollars on a sales letter if a postcard will do just as well.

Getting Accurate Results When it comes to getting accurate results I encourage 95% of all marketers to use an established and reputable mailing house. Why? Because even though you can figure out the numbers for yourself, i.e. how many people you need to mail to for a statistically significant result, or how to randomly select your test lists to avoid unintentional biases, it’s still a tricky process.


61

Postcard Marketing Handbook And if you aren’t in the habit of doing it, the odds of you making a costly mistake are very high. Expert mailing houses do this every day, however, and are likely to have access to information you haven’t even thought of. For example, mailing houses know that direct mail is most successful between the months of January and March and August to December. They know that during the summer and holidays, consumers and business people are either away on vacations or simply do not exhibit the same buying habits they do at other times of the year. Mailing houses can also ensure that your mailings are replicated EXACTLY every time. They have excellent quality control and can guarantee delivery times, quantities and so on. If it helps to have an analogy, using a mailing house ho use versus doing it yourself is like taking your car to the mechanic for a tune-up versus doing it yourself. Yeah, you can probably figure it out on your own, but is it really worth the time, effort and potential problems you’ll create?


62


8 Alternatives to Creating Your Own Postcards “When you think ‘postcard decks’ think ‘ants.’ They may be unpleasantlooking buggers but who cares when they can carry up to 50 times their weight!” Postcard Decks: Direct Marketing's Secret Weapon This chapter is dedicated to the puny but powerful postcard deck.

A Surprising Discovery Years ago, a marketer working as the advertising manager for an industrial manufacturer was asked to create a full-page advertisement for a new product. "And oh, yes," the manager added at the end of their meeting, "I'll want to run a postcard, too." The marketer soon discovered the magazine in which the ad would run, Chemical Engineering, also published a "card deck"—something he’d never heard of before. To put it mildly, the marketer was unenthusiastic about the deck. Who, he wondered, would really leaf through a stack of postcard advertisements—especially when the target audience already received Chemical Engineering magazine? Shaking his head, he set to work letting his agency’s creative powerhouse produce a brilliant ad. Then, almost as an afterthought, they slapped together the requisite postcard without much fuss or bother. The results were shocking. The full-page ad, which cost over $2,500 to produce and more than $4,000 per insertion, pulled about 100 or so inquiries. The postcard, however, which cost less than $300 to produce and approximately $1,000 to run, generated more than 500 replies! Center for Technical Communication. ©2008

63

Postcard Marketing Handbook At this point the marketer got to thinking, "These postcard decks are worth looking into!" What do you think?

What Exactly Is A Postcard Deck? Postcard decks are packs of loose postcards, sealed in a paper, poly (clear plastic), or foil wrapper, and distributed to a mailing list of prospects who will, hopefully, be interested in the products and services advertised on the cards. (A few publishers mail decks of postcards bound into booklet form. An example of this is the Executive Mart, published by Hamel Publishing Company, Inc. But the majority are loose decks.) And while there are postcard decks with as few as a dozen cards and as many as a hundred, the average deck probably contains 40 to 60 separate cards. The typical card, which measures 3½ by 53/8 inches, is black and white but larger folded formats and color cards are available. The front of the card, or mailing side, usually contains the advertiser's address, business reply imprint, and permit number…so that when the prospect drops it in the mail, the card will be returned directly to the advertiser. The back of the card, or advertising side, generally contains a miniature ad. In this tiny space, you must fit a headline, some brief copy, and, if appropriate, a visual. You must also leave a space for the prospect to write in name, address, company, and phone number. Because the space is so limited, copy must be brief and visuals small. There is no room for complex diagrams or explanations or a detailed listing of features. You have to quickly q uickly state your offer, highlight a few key benefits, and prod the reader to respond.

Advertising In Postcard Decks The first step is to locate postcard decks that are right for your offer. This process is similar to choosing which magazines to advertise in. The difference is that there are only 600 or so postcard decks that accept outside postcards, against more than 6,000 magazines that accept outside ads. Also, all postcards in a deck are basically the same size and format, while magazines offer a greater variety of sizes an d shapes to choose from. This makes it a little easier to plan postcard advertising. In addition, most postcard decks are mailed only 3 times a year. This limited mailing schedule, combined with the limited number of decks being published, makes it nearly impossible to rely on postcard decks as your y our sole method sole method of direct marketing. So, despite the low cost of postcard decks, it will only be part of your overall effort. You will have to supplement postcards with other inquiry and sale-generating activities, such as direct mail and print advertising.


64

Postcard Marketing Handbook How do you select the right postcard decks? A good place to start is with postcard decks you receive or know about. Take a look at the postcards in these decks. Do they seem to be aimed at the market you are trying to reach? Are there postcards advertising products similar to yours? Also ask your customers which postcard decks they receive. SRDS (Standard Rate and Data Service) publishes a directory of postcard decks and their publishers. The listings include the name of the deck, description, price to insert a card, publication schedule, and contact information. SRDS is available in the reference rooms of larger libraries, or call (800) 851-7737 or go to www.srds.com for www.srds.com for more information. One alternative to running a postcard in an existing deck is to create your own deck and mail it to your customers and prospects. John Wiley, a book publisher, regularly mails decks featuring business and technical books. The Wiley decks feature only Wiley books and Wiley does not accept outside advertising. If you have many related products and a large mailing list, creating your own postcard deck dec k may be an option op tion for you. But for most of us, with limited product lines and budgets, it is more likely that we will run postcards in one or more of the existing decks.

Choosing A Postcard Deck First find the postcard decks mailed to people who are likely to be potential prospects for your product. If you advertise in a magazine, for example, you might also want to run a postcard in their card deck. There's a possibility that if people receiving the deck have read your ad in their magazine, response to your postcard will go up. Postcards are segmented by markets in one of three different ways: 1. Industry. Many postcard decks are aimed at a t specific industries, such as chemical processing, pulp and paper, food processing, pollution control, etc. Most of these are published by companies that also publish trade journals in these fields. 2. Affinity. A second category is postcard decks aimed at people with similar interests, such as investors or personal computer users. 3. Geographic. Perhaps the fastest-growing segment of the postcard deck industry is card packs aimed at businesses within a specific geographic market region, such as Boston, New York, Atlanta, Chicago, Houston, Los Angeles, San Francisco, or Miami. An example is Business-to-Business, Inc., which publishes a card deck mailed three times a year to 75,000 prospects in Manhattan.

Calculating Cost-Per-Thousand Cost-Per-Thousand


65

Postcard Marketing Handbook Once you've found the card decks that reach your industry, you have to determine which one will give you the biggest bang for your buck. In other words, which card deck reaches the most prospects for the lowest cost? One important measure is cost-per-thousand, which is how much it costs to reach one thousand prospects with your message. The formula is: Cost of advertising in the card deck x 1,000 Number of people card deck is mailed to Let's say a publisher with a deck that mails to 32,000 business executives charges advertisers $1,200 to run a card in the deck. The cost-per-thousand is: $1,200 x 1,000 = $37.50 per thousand 32,000 Put another way, the cost-per-contact, i.e. the amount of money you have to spend to put your postcard in the hands of one prospect, is: $37.50 cost-per-thousand = $0.0375 1,000 The conclusion? Using this particular deck, you can send a postcard mailing to your prospects for about 4¢ per person. That’s about ten times less expensive than a regular direct mail package.

Comparing Results The cost-per-contact, however, only tells you how much you'll have to spend to reach people who receive the postcard deck. It does not tell you whether they will read your postcard. And it does not tell you whether they will respond to your offer. The real measure, then, is how many leads or sales the deck produces for you and at what expense. And as you might expect, this varies widely based on several factors including whether you’re running your card in the right deck and the quality of the mailing list receiving the deck. As with anything else, there are good postcard decks and not-so-good decks. Some will perform for you. Others won't. Of course, you can't know how well your card will work in a particular deck until you test it. Once you do, count up the sales or leads then divide the cost of advertising in the deck by the volume of orders or leads generated. This gives you cost-per-lead (or cost-per-sale)…an accurate yardstick by which to measure performance of the deck. Cost of advertising in the deck = cost-per-lead Number of leads generated


66

Postcard Marketing Handbook Cost of advertising in the deck = cost-per-sale Number of orders received Total sales generated — Cost of advertising = profit. How many responses will you receive? It depends on whether your product and offer appeal to most of the people receiving the deck or just a fraction of them. And some decks are more responsive than others. "In terms of numbers, your company can expect a statistical response of between 1/4 and 1 percent in returned cards and telephone inquiries—all within a month," states a promotional brochure for the postcard deck published by Business-to-Business Inc. To their credit, these figures are fairly typical of the industry. Once you know which postcard decks generate the most leads or sales per dollar, postcard success becomes a matter of refining and testing different headlines, visuals, and layouts to come up with the postcard that will pull the most response for you every time you run it. Note that many postcard decks allow "split testing," which means they will mail two versions of your card (or two different cards) to each half of their mailing list. This provides an easy, inexpensive means of testing card A versus card B. Items you might consider testing include price, headline, hea dline, offer (free gift versus no free gift), benefit headline versus free-booklet headline, one-color ve rsus two-color cards, one-color versus four-color, visual versus no visual, or format (number of panels, address block on front of card versus on back of card).

How People Read Decks Prospects read postcard decks the same way you read them: quickly. So when you’re contemplating the creation of your postcards, keep this exercise of Bob’s in mind. He pictures his prospects flipping through the deck with a wastebasket positioned between their knees. As quickly as they can, they go through the deck, pitching cards into the trash. After all, they’re busy with plenty of other things to get to. At best, they view reading postcard decks as a necessary evil—something they would avoid altogether except for the fact that they occasionally find an interesting or helpful offer or two buried in with the rest of the cards. So just how much time do you actually have to get their attention? Well, one study estimates that the average prospect spends 1 minute going through the entire deck— approximately 1 second per card. Others say readers spend up to 3 seconds scanning each card.


67

Postcard Marketing Handbook The point is that your card is glanced at, not studied in detail. Just as a highway billboard has only five seconds to gain attention and deliver a message before drivers speed by it, a postcard has but a few seconds to catch the reader's eye and say, "Hey, stop a minute. Here's something worth paying attention to." The studies also show that people do not stop and read cards of interest. Rather, they pick out those cards that get their attention and set them aside for later reading. "I hypothesize that card scanners do not fully read the cards of interest as they scan but put them aside for later scrutiny," says Wayne Hepburn, a writer and consultant specializing in card deck advertising, writing in Direct in Direct Marketing. "There is a subtle self-induced pressure to go through the entire pack and react to each card before getting serious about any of them. This is the opposite of magazine reading." The most important factor in getting attention as people peo ple scan cards is a headline that leaps off the card and grabs the reader. A good visual can also help, especially if it is a picture of of something the reader can identify with. Body Bo dy copy is less important, although some is needed to provide supporting evidence for those readers who like to know a little more about a product before responding. And you need to use a portion of the card as a coupon in which the reader can fill in name, address, and phone. Since the headline is the most crucial element, let's take a closer look at some successful postcard deck headlines.

“Research shows the average American is exposed to more than 32,538 marketing messages per day either by TV, radio, newspaper, mail, billboards or any other means. And, as a result, you usually have no more than 3-7 seconds to get their attention.” How To Write A Postcard Deck Headline Unlike an advertisement, which seeks to build image or awareness over an extended period of time, the postcard headline's main mission is to grab attention so the reader pauses long enough to decide to remove the card from the deck for immediate response or later consideration. There are a number of different approaches you can take when writing postcard headlines. • Free offer. The word "FREE" is pure magic in postcard headlines. I'm sure there are a large number of people who are attracted to postcard decks because of the numerous free offers. (I'm one of them! I love to get g et things for free.)


68

Postcard Marketing Handbook If you give away a free gift, a free product sample, or a free booklet, stress the free offer, not the product itself, in your headline and body copy. Show a picture of the free sample, gift, or booklet—not the product. Sell your offer, not the product. Here are some of the best examples of successful free-offer headlines Bob has come across in his work with postcard decks. (Please note: We say "successful" because most of these cards have run repeatedly in card decks. We assume the advertisers would not continue to run the cards unless they were pulling well.) FREE ISSUE OFFER

(Fact magazine)

FREE ISSUE

(Computer Shopper magazine) Shopper magazine)

WRITE FOR FREE BOOK: "HOW THEY WIN AT COMMODITIES"

(Murlas Commodities)

FREE CATALOG SUBSCRIPTION

(Cabela's)

SEND FOR YOUR FREE REPORT: "HOW TO PROFIT IN PRECIOUS METALS"

(Murlas)

AMAZING FREE OFFER: THINK & GROW RICH

(SMI International)

FREE PENNY STOCK MARKET REPORT

(Stuart James Company)

• Benefit headline. Another powerful technique is to state the key benefit of your product in a crisp, to-the-point headline. This benefit ben efit can be a low price, cost savings, wealth-building opportunity, productivity accelerator, or the ability to do something you couldn't do without the product. Granted, advertising writers sometimes write vague or coy headlines in order to arouse curiosity. Then they explain the payoff in the body copy. Unfortunately, you don't have this luxury with postcards because body copy is limited to a few well-chosen sentences. When writing a postcard headline, make your headline hea dline as direct, as specific, and as clear as possible. Try to tell the whole story in the headline. Leave nothing to the imagination. Here are some postcard headlines that do an admirable job of getting g etting right to the heart of the key product benefit. UP To 75% DISCOUNT ON


(Charles Schwab)

69

Postcard Marketing Handbook COMMISSIONS WHEN YOU TRADE WITH CHARLES SCHWAB… 35mm PRINTS AND SLIDES FROM THE SAME ROLL

(Seattle FilmWorks)

YOUR INVESTMENT CAN GROW FROM $7,500 to $20,000

(Federal Mailers)

REDUCE PAYROLL UP TO 8% WITH THE SMART CLOCK

(Coastal Data Products)

HOW TO SAVE MONEY ON OFFICE SUPPLIES

(Quill)

AVIS WANTS YOU TO SAVE TIME AND MONEY

(Avis)

hea dline is similar in content and style to HINT* Don't worry about whether your headline another card in the deck. People do not sit and comparison shop between one postcard and another. Instead, they respond to any card in the deck that has a headline and offer that appeals to them. If your main benefit is saving time and money, stress time and money savings in your y our headline. If you offer a free booklet, say "free booklet" in the headline and so on.

• Question . A proven response-getter in print advertising and direct mail is to ask a provocative question in the headline. You don't see this technique applied much in postcards, but I suspect it would work well. The key is to ask a question that promises a benefit, a reward for reading the postcard, or arouses curiosity on the part of the reader. read er. Some examples: HOW LONG MUST YOU KEEP IMPORTANT PAPERS?

(Destroyit Paper Shredders)

HOW MANY SLIDES DO YOU KEEP? HUNDREDS? THOUSANDS? APPLYING ADDRESS LABELS BY HAND?

(Multiplex Display Fixture Co.)

MOVING YOUR OFFICES?

(Relocation Management Systems)


(Heyer, Inc. labeling machine)

70

Postcard Marketing Handbook DO YOU USE FEDERAL EXPRESS?

(Citipostal)

PRINTING CRISIS? WE CAN HELP!

(Penn Copy Center)

• Command headline. A classic example of a command headline is Exxon's famous slogan, "Put a Tiger in Your Tank."

Command headlines generate action by literally telling the reader what to do. Another example from a recent print ad: "Buy Scott Towels." This type of headline is a logical choice for postcards, because our main job is to tell (or rather persuade) the reader to mail our card back to us. Here are some examples of command c ommand headlines used in recent postcards: po stcards: PROTECT YOUR COMPANY'S VALUABLE ASSETS

(Seton Name Plate Corporation)

DEVELOP A WINNING BUSINESS PLAN WITH THIS EASY-TOFOLLOW GUIDE

(American Management Association)

DISCOVER THE EXCITING WORLD OF DIRECT MARKETING

(Hoke Communications)

LEARN TO THINK AND GROW RICH

(SMI International)

BE A PRINTER…WITHOUT A PRESS

(Norco Printing Corp.)

INCREASE VALUABLE STORAGE CAPACITY

(Office Efficiency Systems, Inc.)

DISCOVER THE POTENTIAL OF OVER-THE-COUNTER INVESTING

(OTC Stock Journal)

EARN INSURED TAX-FREE INCOME

(Clayton Brown & Associates)

• News headline. Postcard decks bring people news of new products, new ideas, and new ways to save time and money. mon ey. As with other forms of direct response, postcards are especially successful when offering products or information readers believe they cannot get elsewhere.


71

Postcard Marketing Handbook If your product or idea is new, stress the news aspect in your headline. head line. You can do this by using such words as new, discover, announcing, now, it's here, at last, and just and just arrived. Here are some postcard headlines containing news: ANNOUNCING A BREAKTHROUGH IN COMPUTER POWER PROTECTION

(Best Power Technology)

OPTICAL SCANNING: THE FUTURE IS HERE TODAY!

(Skan Technologies, Inc.)

DISCOVER NEW WAYS TO SCHEDULE PERSONNEL

(Methods Research Corp.)

NEW OLYMPUS FLEXIBLE FIBERSCOPES

(Olympus Corporation)

NEW…ANTI-SLIP PVC DUCKBOARD

(Tepromark International)

NEW! MURPHY'S LAW SLIDES, POSTERS, OVERHEADS

(Visual Horizons)

• Mail-order headlines. When going after sales rather than leads, many advertisers state the offer directly in the headline. This includes the name of the product, the price, the discount being offered, and, if space allows, a statement summarizing the key product benefit. In selling directly from a postcard, it pays to be direct. Here, subtlety is the enemy of sales. Some examples: 1000 FULL COLOR BUSINESS CARDS ONLY $53.50

(Southern Color Corp.)

80 FROSTED WRITE-ON SLIDES SAVE $4.00 Off List $8.00/BOX PLAN YOUR SLIDE SHOWS ° Easy to Write-on and Type-on!

(Visual Horizons)

RECHARGEABLE AEROSOL SPRAY CAN! $29.95 each Includes at no extra charge 5 nozzles Save 50% on ESQUIRE and get this important book—A MAN'S BODY—FREE!

(Abbeon Cal, Inc.)


(Esquire magazine)

72

Postcard Marketing Handbook 16-CENT CUSTOM TOTE BAGS. FAST DELIVERY. LOW QUANTITIES. For trade shows, meetings, promotion, retailany occasion

(Art Poly Bags)

IMPRINTED GOLF TEES & BALL MARKERS 2Ys" WOOD GOLF TEES 500-$22.50

(Highlander Company)

• Headlines to avoid. Avoid headlines that are generalizations, vague, boastful, or involve broad claims or word-play. Ineffective in ordinary print ads, these say-nothing headlines can dramatically suppress response in a postcard deck. dec k. Some examples from actual postcards: po stcards: Headline A NEW BREED OF FLEXIBILITY…

Comment Says nothing: product.

ARKANSAS. WHERE AUTUMN IS THE BEST BARGAIN YOU NEVER BROUGHT.

I call this one, "What did he say?" Unclear and confusing.

THE MOSTEST FOR THE LEASTEST.

This from a major business manufacturer selling a costly Facsimile Facsimile machine. Says nothing!

COPIER UPTIME. IT'S PART TECHNOLOGY, PART PEOPLE, AND ALL KODAK!

Appropriate for a corporate Brochure or image campaign (maybe), but not for a responsegetting postcard. Where's the hook?

GAIN UNIVERSAL ACCEPTANCE.

This postcard offered a Microfilm/microfiche Microfilm/microfiche reader/Copier. But the headline could just as easily apply to a Dale Carnegie course on how to be popular.

SMALL IN THE OFFICE, BIG ON THE JOB.

For a card offering details on a copier. A better headline might read. "MINI-DESKTOP THAT TURNS OUT 11 COPIES A MINUTE!"

could apply to virtually any

The 6 Secrets To Writing Effective Postcard Deck Copy • Keep it short. You don't have much room on a 3-1/2 by 5-3/8-inch postcard panel.


73

Postcard Marketing Handbook Copy must be brief and to the point. Maximum length is approximately one hundred to 150 words. Don't use an overly verbose or descriptive style. Write in terse, almost clipped prose. Make sure each sentence gives the reader a new piece of information; you don't have room to repeat yourself. Avoid transitional phrases, warm-up paragraphs, and other stylistic habits that waste words. • Design your copy. Do a rough layout showing how your copy should be positioned on the card. Don't just write copy in ordinary paragraph format. Use headlines, subheads, captions, bullets, bursts, arrows, underlining, boldface type, and graphic devices to highlight various components of your copy. • The promise of the headline should be fulfilled in the body copy—immediately. Your first few sentences should immediately explain, elaborate on, and support the promise p romise made in the headline. Here's an example from a postcard selling a $69.95 book, Tests for Hiring Office Personnel: HIRING THE WRONG PERSON CAN BE A VERY EXPENSIVE MISTAKE! Now you can avoid it with The Complete Portfolio of Tests for Hiring Office Personnel. Be sure the person you hire has the right skills for skills for the job. Don't guess anymore! Use these scientifically designed tests to: • • • • •

Differentiate between similar candidates. Identify a person's strengths and weaknesses. Predict success or failure on the job. Make a more objective hiring decision. Know you hired the right person for the job…

“Nine times out of 10, your audience couldn’t care less how the “watch” works. They just want you to guarantee that it does!” • Stress benefits, not features. Highlight the benefits of what you are selling. For example, if you are selling a machine that folds papers into booklets, don't say, "Stainless steel hopper, 10 inches wide." Say, "Makes up to 600 booklets per hour."


74

Postcard Marketing Handbook Of course, if you are after a direct sale instead of a lead, you have to give a description of exactly what the reader is getting for his money. But these features should be secondary to a discussion of the benefits of your product or offer. If you are selling a simple product the reader is already familiar with, such as office supplies, stress the benefits of your offer rather than the product itself. Talk about your low price, volume discount, free catalog, or fast shipment. Postcards are inadequate for explaining complex products and concepts. If the reader needs a basic education in your product before he can make a buying decision, postcards may not work well for you. Of course, you can write a booklet or report presenting the background information, then offer it free through a postcard. • Include a fill-in blank . As if the postcard's advertising side wasn't small enough, between a quarter and a third of that area is taken up by a name-and-address block where the prospects fill in their name and address, answer any questions you've asked, and might also check off a box to indicate their area or level of interest. In addition to bringing back an inquiry or order, the name-and-address block can also be used to ask questions for market research purposes or to pre-qualify prospects. For instance, a card offering free information on computer security might ask the prospects how many computers they have or how many people have access to their system. If you use your card for survey purposes or to screen leads, ask only one or two questions and keep it simple. Don't ask too many questions or you'll discourage readers read ers from responding. Some advertisers free up this space for more copy cop y by putting the name-and-address na me-and-address block on the front of the card (the business reply side). This is something you may want to test. It’s probably best though if the name-and-address name -and-address block is integrated with the headline, visual, and copy on the selling side, just as it is in the reply card or order form included in a regular direct-mail package. The name-and-address name-and-add ress block is more than just a means of capturing c apturing orders or requests for information; it is a visual device that says, "Hey, I'm a response card. Fill in your name here and then drop me in the mail!" Without this name-and-address block, the card doesn't look like a response device…and that may hurt results. Remember, the reader only glances at the advertising adve rtising side of the card for a second or two before trashing it or putting it aside for later consideration. Almost no one turns cards over to look at the mailing side because they know it merely contains a standard business reply mail imprint.

• Include instructions. Even though it may seem obvious, don't assume the reader knows what to do with your card. Include instructions on what to do next. Copy should tell the reader, "For more information, fill out the space below and mail this card today." A card c ard that doesn't ask for the order just sits flat in the pack. Tell the reader what to do.


75

Postcard Marketing Handbook Visuals Because you need room for headline, copy, and name-and-address block, the space for your visual is extremely limited: usually no more than 2-1/2 inches wide by 1-1/2 inches high. Most postcards are illustrated with either a picture of the product or, if you are offering free information, a picture of the front cover of your free booklet, catalog, or brochure. Take a look at some postcard decks. The quality of photo reproduction may not match a glossy magazine or annual report, but it's much sharper than a newspaper. So it pays to use goodquality photographs in your card. Diagrams, charts, graphs, schematics, and other complex visuals do not work well in postcard decks. The reason is that the original must be reduced in size to fit the space, rendering fine detail unreadable. If you are advertising a cassette program or book, and the author is well known to people in the field, you might increase response by showing a photo of the author in addition to the cover of the book or cassette album. Although some advertisers are successful with postcards that are all-copy, I recommend you include a visual. The picture gives the postcard the graphic appeal needed to catch the reader's eye as he rapidly flips through the card deck. Product photos already taken for slide presentations, print advertisement, or press releases are usually ideal for card-deck advertising. Many advertisers routinely create postcard versions of all of their product ads using the same visual plus an abbreviated version of the ad headline and copy.


76


9 Hiring Out Your Postcard Copywriting Services Now that you know how to write a postcard, the next question is how does this help you become a successful copywriter? Especially when the going rates for postcards aren’t as high as those for sales letters or a full-fledged marketing campaign. First of all, some clients are going to ask a sk for postcards and if you want to be their go-to copywriter, you need to be prepared to deliver them. Second, unless you’re extremely well-known, you’ll probably get a number of clients who want to test the waters with you before committing to a large-scale project. Postcards are a great way to do that because you can earn a fair fee while proving your copy can do what you’ve promised. Third, if your postcard performs well, that’s a HUGE incentive for your client to give you even more work including those pricey multi-step marketing campaigns. Fourth, if your prospect is on a very limited budget, you can offer postcards as an alternative to a larger writing package. So S o instead of caving in to a prospect and offering a discount on a larger project, you can recommend a reasonable and effective alternative that allows you to collect your full fee without depressing your value as a copywriter. Let’s face it, the minute you discount your fees is the minute your prospect assumes you weren’t really worth that price anyway. Fifth, suggesting your client use a postcard when it will work just as well, if not better, than a more expensive option will earn you her respect and loyalty. Not only will she appreciate the fact that you did a good job, but that you were looking out for her best interests and not just your bottom line. Sixth, most copywriters do NOT know how to create effective postcards and do not actively chase this work. That gives you lots of wiggle room in a good-sized niche. And last, postcards work. They are an extremely effective marketing tool when used properly so why not add them to your arsenal for a successful campaign?


77

Postcard Marketing Handbook How Much Should You Charge For Your Services? One of the toughest questions beginning and experienced copywriters wrestle with is: “How much should I charge?” And depending on your level of expertise and experience the answer to that question will vary, but for purposes of illustration I’ve included my fee schedule below.

Standard Size Postcard (4.25 x 6 inches) Over-sized Postcard (6 x 9 inches) Double Postcard Postcard Deck Postcard

$750 to $1,200 $1,000 to $1,750 $2,000 to $2,500 $1,000

How Should You Charge For Your Services? When it comes to postcards I charge a 50% deposit then the remaining 50% at completion. On much larger projects, i.e. several thousand dollars worth, I’m often willing to accept payment in thirds, but I don’t recommend this for fairly low-budget items like postcards. Note: If your prospect can’t afford the 50/50 plan on a postcard, odds are they can’t afford to pay you period. Better to discover that upfront than after you’ve done the work.

What Does a Good Contract Look Like? You have a couple of options when it comes to contracts—simple or complicated. I personally prefer simple and have reprinted a sample contract below. Note that I make a special point of reiterating the client’s pain as well as my solution solution to that pain. You don’t want them hanging up the phone then forgetting just why you sounded so good in the first place after they receive your quote.

Figure 9.1 Sample Copywriting Contract

7734 Lemoyne Lane Springfield, VA 22153 Tel: (757) 271-6782 Fax: (757) 299-8355

Novem ove mber 16, 2007 Dear ear [ FI RST NAME] , As pr pr omi sed sed, t hi s i s a f or mal est i mat e f or pr of essi onal cop copywr i t i ng ser ser vi ces. ces.


78

Postcard Marketing Handbook Current Situation [ Descr i pt i on of t he pr osp spe ect ’ s ex exi st i ng busi ness and and mar ket ket i ng si t uat i on f or whi ch your ser ser vi ces ces ar ar e bei ng r equest ed. ] Current Challenges [ Numer i cal cal l i st of 3 t o 7 di l emmas t he cl i ent ’ s cur cur r ent mar ket ket i ng si t uat i on, or l ack t her eof , i s cau causi ng. Exampl es mi ght i ncl ude poor oor r espon sponse r at es on mar ket ket i ng pi eces, ces, l ow conve converr si on r at es, t he ow owner ’ s need f or someone one t o meet a qu qui ck de deadl adl i ne, t he owner ’ s nee need t o st op wor ki ng i n hi s busi busi ness and st ar t wor ki ng on i t by ha handi ng of f t he cop copywr i t i ng, et c. ] Target Audience Pr i mar y: [ Descr i be] Char ac t er i s t i c s : [ I ncl ude ude an any d dem emogr ogr aph aphi c and and/ or psychog sychogr aph aphi c dat dat a you you have i n a l i st f or mat her e] •

Project Goals The pr i mar y obj ect i ves ar e t o compel r eader eader s t o:  [ Li

st t he pr pr i mar y ob obj ect i ves her her e such such as i ncr easi ng r esp spo onse r at es, i ncr easi ng t r af f i c t o a Websi t e, r edeemi ng cou coupons, et c . ]

Recommended Copywriting Elements to Employ Bel ow i s a partial l i st of r ecommended per suasi suasi ve devi ces ces f or t he var var i ous ous mar ket ket i ng p pii eces eces when and and wher e t hey ap appl y. General 1. [ Cr eat e a st andar d l i st of t he var i ous cop copywr i t i ng devi ces/ ces/ el ement s/ t act i cs et et c. you wi l l empl oy t o get t he r esu sull t s you you pr omi se. You wi l l pr obabl y cove coverr most of t hese i n your i ni t i al phone c on onver s at at i on, but I l i ke t o r ei t er at e i t so t he pr osp spe ect doesn sn’’ t f or get why I ’ m t hei r best cho choi ce. ce. ] Pricing The f ol l owi ng s er vi ces ar e i ncl uded uded i n t he pr i ce l i s t ed bel ow: •

•

Suppl y q qu uest i onnai r e f or pr el i mi nar y r evi ew pr i or t o t el ephone i nt er vi ew. One 45 45- mi nut e t el ephone i nt er vi ew t o ga gat her addi t i onal r el evant i nf or mat i on.


79


• •

Revi evi ew and and b beco ecom me f ami l i ar wi t h p prr evi evi ous ous mar ket ket i ng mat er i al s and and su succe ccess ss r at es. Resear sear ch you your compet i t i on. on. Wr i t e and del i ver [ descr i be pr oj ect her e] .

For t hese pr of essi onal wr i t i ng ser ser vi ces, ces, I woul d l i ke t o pr esen sent my est est i mat e of [ i nser ser t pr i ce her e] . Est i mat es ar e good f or 30 days af af t er t hi s da dat e—[ i nser t dat e her e] . Fee Schedule 1/ 2 due at pr oj ec t i ni t i at i on 1/ 2 due due upon upon com compl et i on

Any ad addi t i onal r equest s f or ser vi ces, ces, or addendums t o t he sub su bseq sequent l y appr oved pr oj ect wi l l be bi l l ed sep separ at el y. Shoul d you you choose choose t o t er mi nat e any any ap appr oved oved pr oj ect at any any t i me and and f or any r eason son, as t he wr i t er , I wi l l be ent i t l ed t o f ul l payment f or al l t i me i nves t ed t o t hat poi nt . Si gni ng t hi s l et t er of agr agr eement wi l l be con consi der ed acce accep pt ance ance of of t hese t er ms. Deadline [ I ns er er t deadl i ne( s ) her e] .

Accu ccust omed t o deadl i nes an and get t i ng i t r i ght t he f i r st t i me, I f eel con conf i dent t hat I can can meet your needs f or on- t ar get , ont i me, onon- budget wor k. I l ook f or war d t o t he possi bi l i t y of wor ki ng wi t h you soo soon. Si nc er er el y, Li na L. Penal osa Pl ease si gn bel bel ow and and f ax t o ( 75 757) 7) 29 2999- 83 8355 55.. Payment ent may be be mai l ed t o: 7734 LeMoyne Lane, Springfield, VA 22153

Si gnat ur e


Dat e Dat

80


About the Authors Lina Penalosa, owner of The Write Solution LLC, is a marketing consultant, expert copywriter and professional speaker who works with clients like:

Direct Marketer, Alex Mandossian Motivational Speaker, Lee Milteer American Red Cross United Way Resource Mortgage Automated Marketing Solutions GEMS Insider Circle Elder Law Attorneys, Inc. Mile High Karate Dr. Charles Martin Dr. Ernesto Fernandez And others Lina has also recently launched a new coaching program for small and medium-sized businesses teaching effective marketing and copywriting tactics, techniques and strategies that gets results. Her specialties include the art of the soft-sell, teaching others to write results-generating copy with integrity and purpose, and marketing to women. For more information on Lina Penalosa and her services or coaching program, please visit www.mycopywritingplaybook.com www.mycopywritingplaybook.com.. She can be reached at: Lina Penalosa 7734 Lemoyne Lane Springfield, VA 22153 Phone: 757-271-6782 Fax: 757-299-8355 E-mail: [email protected] Web: www.mycopywritingplaybook.com

Bob Bly is a freelance copywriter with more than 25 years of experience in business-to-business and direct marketing. McGraw-Hill calls Bob Bly “America’s top copywriter.” Clients include IBM, the Conference Board, PSE&G, AT&T, Ott-Lite Technology, Intuit,


81

Postcard Marketing Handbook ExecuNet, Boardoom, Medical Economics, Grumman, RCA, ITT Fluid Technology, and Praxair. Bob has given presentations to numerous n umerous organizations including: National Speakers Association, American Seminar Leaders Association, American Society for Training an d Development, U.S. Army, American Society of Journalists and Authors, Society for Technical Communications, Discover Card, Learning Annex, and New York University School of Continuing Education. He is the author of 70 books including Selling Your Services (Henry Services (Henry Holt; over 50,000 sold) and The Elements of Business Writing (Alyn Writing (Alyn & Bacon; over 100,000 copies sold). Bob’s articles have appeared in Cosmopolitan, Writer’s Digest, Successful Meetings, Amtrak Express, Direct, and many other publications. Bob writes monthly columns for Early for Early to Rise (circulation 400,000) and DM and DM News (circulation 50,000). The Direct The Direct Response Letter , Bob’s monthly e-newsletter, has 50,000 subscribers who, as a group, spend approximately $5,000 a week buying Bob’s books, tapes, and other information products. Awards include a Gold Echo Ech o from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He is a member of the Specialized Spe cialized Information Publishers Association (SIPA) and the American Society for Training and Development (ASTD). He can be reached at: Bob Bly 22 E. Quackenbush Avenue Dumont, NJ 07628 Phone 201-385-1220 Fax 201-385-1138 E-mail: [email protected] Web: www.bly.com


82


Appendix: Sources and Resources Online Printers & Postcard Printing Prices *Postcard specs for all pricing provided below are as follows:

Amount: 5,000 Size: 4 x 6 inches Color: Black and white or full color both sides (the prices are the same) Paper: 100 pound, glossy on 2 sides **Note, the postcard specs are the same for each site, but different d ifferent sites offer different additional services such as addressing, mailing list services, templates and more.

Website

Price

www.discountedprinting.com www.discountedprinting.com

$99.99

www.gotprint.net www.gotprint.net

$106.00

www.fastpostcards.com www.fastpostcards.com

$147.00

www.printplace.com www.printplace.com

$176.50

www.colorprintingcentral.com www.colorprintingcentral.com

$225.00

Clip Art www.clipart.com

Cartoons The Cartoon Bank A division of New Yorker Magazine Cartoon Editor: Bob Mankoff New York, NY (212) 286-5400 e-mail: [email protected] Center for Technical Communication. ©2008

83

Postcard Marketing Handbook Website: www.cartoonbank.com Ted Goff PO Box 22679 Kansas City, MO 64113 e-mail: [email protected] Website: www.tedgoff.com (816) 822-7370 Katrien Van Den Broecke Managing Director telephone: +32-2-646-47-62 fax: +32-2-534-53-67 [email protected] http://www.cartoonbase.com Dan Rosandich www.danscartoons.com Andrew Grossman CARTOON RESOURCE 757-220-3076 www.cartoonresource.com Mark Anderson 1616 Kingston Lane Schaumburg, IL, 60193 847-534-6442 Fax: 847-620-2509 www.andertoons.com Patrick Seaton Phone: 1-800-897-8666 x181 [email protected] www.cartoonbank.com/pro

Stock Photography www.istockphoto.com Joel Feih Foto Search Stock Photography [email protected] www.fotosearch.com 21155 Watertown Road


84

Postcard Marketing Handbook Waukesha, WI 53186 USA 262-717-0740/800-827-3920

Stock Illustration Stock Illustration Source 16 W. 18th Street New York, NY 10011 (212) 691-6400 Website: www.sisstock.com

Freelance Placement Agencies These companies match freelance commercial c ommercial writers with potential clients who may need their services. Fee arrangements vary. Copywriter's Council of America 7 Putter Lane Middle Island, NY 11953 (631) 924-8555 Creative Freelancers 99 Park Avenue, Suite 210A New York, NY 10016 (888) 398-9540 www.freelancers.com Direct Marketers On Call 45 Christopher Street New York, NY 10014 (212) 691-1942 www.dmoc-inc.com Paladin Staffing Solutions South Dearborn Street, #305 Chicago, IL 60603 (888) 725-2346 www.paladinstaff.com Staffwriters Plus 2150 Joshua’s Path, #102 Hauppauge, NY 11787 (631) 582-8828


85

Postcard Marketing Handbook Associations, Clubs, Organizations American Medical Writers Association 160 Fifth Avenue, Suite 625 New York, NY 10010 (212) 645-2368 American Writer's Institute 245 N.E. 4th Avenue, #102 Delray Beach, FL 33483 (561) 278-5789 www.awaionline.com Direct Marketing Association, Inc. 1120 Avenue of the Americas New York, NY 10036-6700 (212) 768-7277 Direct Marketing Club of New York 224 Seventh Street Garden City, NY 11530 (516) 746-6700 Education Writers Association 2122 P Street NW, #201 Washington, DC 20037 (202) 452-9830 www.ewa.org Florida Freelance Writers Association CNW Publishing, Editing & Promotion, Inc. PO Box A North Stratford, NH 03590 (603) 922-8338 International Association of Business Communicators (IABC) One Hallidie Plaza, Suite 600 San Francisco, CA 94102 (415) 544-4700 www.iabc.com National Association of Science Writers PO Box 890 Hedgesville, WV 25427 (304) 754-5077 http://nasw.org


86

Postcard Marketing Handbook National Mail Order Association 2807 Polk St. NE Minneapolis MN 55418-2954 (612) 788-1673 www.nmoa.org National Writer's Union 113 University Place, 6th floor New York, NY 10003 (212) 254-0279 www.nwu.org Outdoor Writers Association of America, Inc. 121 Hickory Street, #1 Missoula, MT 59801 (800) 692-2477 Society for Technical Communication 901 N. Stuart St., Suite 904 Arlington, VA 22203 (703) 522-4114 www.stc.org Self-Employed Writer's and Artist's Network (SWAN) P.O. Box 175 Towaco, NJ 07082 Society of American Travel Writers 1500 Sunday Drive, #102 Raleigh, NC 27607 (919) 861-5586

Mailing Lists Creative Access 3701 N. Ravenswood Ave., #207 Chicago, Illinois 60613 (312) 440-1140 Edith Roman Associates One Blue Hill Plaza, 16th floor Pearl River, NY 10956 (800) 223-2194 www.edithroman.com


87

Postcard Marketing Handbook Software Act 1505 Pavilion Place Norcross, GA 30093 (770) 724-4000 www.act.com Scriptor Professional Script Formatting Software 138 N. Brand Blvd., #201 Glendale, CA 91203 (818) 843-6557 www.screenplay.com Telemagic (800) 835-MAGIC www.telemagic.com PowerPoint (800) 426-9400 www.microsoft.com/office Word for Windows (800) 426-9400 www.microsoft.com

Books Bly, Robert. The Copywriter's Handbook : A Step-by-Step Guide to Writing Copy That Sells, Third Edition. New Edition. New York, NY: Henry Holt, 2006. How to write effective copy. Bowerman, Peter. The Well-Fed Writer . Atlanta, GA, Fanove Publishing, August 2000. Marketing and self-promotion for freelance commercial writers. Boyd, Amanda. Writer’s Digest Handbook of Making Money Freelance Writing. Writing . Cincinnati, OH: Writer’s Digest Books, 1997. Collection of useful articles on the commercial aspects of freelance writing. Cates, Bill. Unlimited Referrals. Referrals. Wheaton, MD., Thunder Hill Press, 1996. How to get lots of referral leads. Collins, Mary Claire. How Claire. How to Make Money Writing Corporate Communications. Communications. New York, NY: Perigree, 1995. How to freelance for large corporations.


88

Postcard Marketing Handbook Davis, Paul D. How D. How to Make $50,000 or More a Year as a Freelance Business Writer. Rocklin, CA: Prima Publishing, 1992. Good advice on starting and running a freelance commercial writing business. Floyd, Elaine. Make Elaine. Make Money Writing Newsletters. St. Newsletters. St. Louis, MO: Newsletter Resources, 1994. How to make money writing and producing promotional newsletters for corporations, small businesses, and nonprofits. Flynn, Nancy. The $100,000 Writer: How to Make a Six-Figure Income as a Freelance Business Writer. Holbrook, MA: Adams Media, 2000. Shows how to earn $100,000 a year as an editorial services consultant. Foote, Cameron. The Creative Side of Business. Business. New York, NY: William Morrow, 1996. Comprehensive and informative guide to the business of freelancing for corporations and ad agencies. Holtz, Herman. How Herman. How to Start and Run a Writing and Editing Business. Business . New York, NY: John Wiley & Sons, 1992. How to make money doing freelance editing and writing for corporations, nonprofits, individuals, and the government. Kopelman, Alexander. National Alexander. National Writer’s Union Guide to Freelance Rates & Standard Prac tice. tice. New York, NY: National Writer’s Union, 1995. Somewhat dated guideline to rates. Shaw, Eva. Ghostwriting: How to Get Into the Business. New Business. New York, NY: Paragon House, 1991. How to ghostwrite books for executives, companies, celebrities, and other clients. Business . North Vancouver, Slaunwhite, Steve. How Steve. How to Start and Run a Successful Copywriting Business. British Columbia: Self-Counsel Press, 2001. Excellent guide to getting started as a freelance copywriter. Sorenson, George. Writing for the Corporate Market: How to Make Big Money Freelancing for Business. Denver, CO: Mid-List Press, 1990. A successful writer who works in the business market tells how you can follow in his footsteps.

Periodicals Advertising Age 740 North Rush Street Chicago, IL 60611 (312) 649-5200 Adweek 49 East 21st Street New York, NY 10010 (212) 529-5500


89

Postcard Marketing Handbook B-to-B 740 North Rush Street Chicago, IL 60611 (312) 649-5260 Commerce Business Daily Government Printing Office Washington, DC 20401 (202) 512-0132 Creative Business 275 Newbury Street Boston, MA 02116 (617) 424-1368 Direct Marketing Hoke Communications 224 Seventh Street Garden City, NY 11530 (516) 746-6700 DM News 19 West 21st Street New York, NY 10010 (212) 741-2095 Freelance Success 801 Northeast 70th Street Miami, FL 33138 (305) 757-8857 New Writer's Magazine Sarasota Bay Publishing P.O. Box 5976 Sarasota, FL 34277-5976 (813) 953-7903 Public Relations Journal 33 Irving Place New York, NY 10003 (212) 998-2230 Sales and Marketing Management 633 Third Avenue New York, NY 10017 (212) 986-4800


90

Postcard Marketing Handbook Target Marketing North American Publishing Co. 401 North Broad Street Philadelphia, PA 19108 (215) 238-5300 Writer's Digest 1507 Dana Avenue Cincinnati, OH 45207 (513) 531-2690 Writer's Journal 27 Empire Drive St. Paul, MN 55103 (612) 486-7818

E-Zines Bencivenga’s Bullets www.bencivengabullets.com Master copywriter Gary Bencivenga’s can’t-miss e-newsletter based on his decades of tested results. Early to Rise www.earlytorise.com Daily e-newsletter on business success, wealth, and health by marketing guru Michael Masterson. Excess Voice www.nickusborne.com/excess_voice.htm Nick Usborne’s Usbo rne’s e-newsletter e-n ewsletter on o n online onlin e copywriting. copy writing. Informative In formative and great gre at fun. Marketing Minute www.yudkin.com/markmin.htm Weekly marketing tip from consultant Marcia Yudkin. Paul Hartunian’s Million-Dollar Publicity Strategies www.prprofits.com Great marketing e-newsletter focusing on publicity. The Copywriter’s Roundtable www.jackforde.com John Forde’s superb e-newsletter on copywriting. The Direct Response Letter www.bly.com


91

Postcard Marketing Handbook My monthly e-newsletter on copywriting and direct marketing. The Success Margin Ted Nicholas’s must-read marketing e-zine. www.tednicholas.com The Well-Fed Writer Peter Bowerman’s e-zine on succeeding as a freelance commercial writer. www.wellfedwriter.com

Websites www.awaionline.com Home study courses and conferences on copywriting. www.monthlycopywritinggenius.com Monthly Copywriting Genius Regular reviews of winning promotions and interviews with the copywriters who wrote them. www.smallbusinessadvocate.com The Small Business Advocate Radio show and Website dedicated to small business. www.theadvertisingshow.com "The Advertising Show" (radio show on advertising). www.agora-inc.com/reports/700SCBMO/W700D643/ Mailbox Millionaire Home-study course on how to start and run a profitable direct response business.

Directories Bacon's Publicity Checklist 332 South Michigan Avenue Chicago, IL 60604 (800) 621-0561 Media lists for mailing press releases. Directory of Major Mailers North American Publishing Co. 401 North Broad Street Philadelphia, PA 19108 (215) 238-5300 Good prospecting directory for direct-mail writers.


92

Postcard Marketing Handbook Encyclopedia of Associations Gale Research Book Tower Detroit, MI 48226 (313) 961-2242 Good prospecting directory for writers who want to do d o work for associations. Interactive Multimedia Sourcebook R. R. Bowker 121 Chanlon Road New Providence, NJ 07974 (908) 464-6800 Good prospecting directory for writers who want to do d o CD-ROMs, Websites, and other interactive multimedia projects. NJ Source Calsun, Inc. P.O. Box 327 Ramsey, NJ 07446 (201) 236-9099 Lists New Jersey ad agencies, printers, and other suppliers. O'Dwyer's Directory of Corporate Communications J. R. O'Dwyer & Co., Inc. 271 Madison Avenue New York, NY 10016 (212) 679-2471 Prospecting directory listing communications directors at large corporations and associations. O'Dwyer's Directory of Public Relations Firms J. R. O'Dwyer & Co., Inc. 271 Madison Avenue New York, NY 10016 (212) 679-2471 Prospecting directory of public relations firms. Philadelphia Creative Directory 153 James Mill Road Elverson, PA 19520 (610) 286-7990 Lists Philadelphia-area ad agencies, printers, and other suppliers. Standard Directory of Advertisers R. R. Bowker 121 Chanlon Road New Providence, NJ 07974 Center for Technical Communication. ©2008

93

Postcard Marketing Handbook (908) 464-6800 Excellent prospecting directory of major national advertisers. Standard Directory of Advertising Agencies R. R. Bowker 121 Chanlon Road New Providence, NJ 07974 (908) 464-6800 The best prospecting directory for advertising agencies. Standard Rate and Data Service 1700 Higgins Road Des Plaines, IL 60018-5605 (800) 851-7737 www.srds.com Comprehensive directory of publications that accept advertising. Thomas Register Thomas Publishing Company One Penn Plaza New York, NY 10119 (212) 290-7200 (212) 695-0500 Starting in 2006, available online at www.thomasnet.com Lists thousands of businesses that advertise and would be good potential clients for you. Writer's Market F&W Publishing 1507 Dana Avenue Cincinnati, OH 45207 (800) 289-0963 Lists magazines you can write for and their editorial requirements.


94

Postcard Marketing Secrets

Recommend Documents