The Fastest, Simplest and Cheapest Way to Promote Just About Any Business
Mark Hale ‐ January 29, 2014
The answer is direct mail. You can get your message to a targeted group of prospects or to your existing customers for a cost of about .25 to .30 cents each, including postage, for a postcard mailing. This is true if you work with a direct mail house or a full service commercial printer like Wilson Printing. We get discounts on postage rates because the volume of mail we send out and the equipment we use presorts and bar codes the mail for the Post Office.
You can actually send someone a postcard every 30 days for only $3 a year. There is no other advertising medium that allows you to reach out and touch a prospect for less money. People love getting mail. As long as people have a mailbox and get their mail, postcards and direct mail will be very effective.
You can generate leads, create sales, ask prospects to give you a try or convince existing customers to buy more or buy more often. What are the two biggest secrets of direct mail marketing with postcards and self-mailers?
Regular, repeated mailings are the way to create big predictable results. When you mail every 30 days for a year you will cause a dramatic growth in your business. People respond to repetition. Children are a good example of this. My seven-year-old son knows that if I say no to his first three requests for a cookie, he only has two or three more requests for that cookie before I give in and he gets what he wants. Your customers and prospective customers are similar. They need to be asked repeatedly too. Consistency sells. Of all your direct mail options, postcards are the most affordable. Postcards allow you to consistently ask for the cookie, affordably.
IF YOU MAIL SOMEONE, WHAT ARE THE REASONS THEY MAY NOT BUY?
There are really only four reasons people don’t buy your products and services. Look at your own buying behavior and see for yourself if you believe me when I tell you these four apply to you too.
Number 1: No need. You can save lots of time, effort and money by targeting your postcard mailings to groups of people who have demonstrated they want your product or service or ones similar to yours and then mail to them. Follow at least this one piece of advice and become more profitable immediately.
Target your marketing. Promote your business exclusively to people likely to have a strong desire for the benefits provided by your product or service.
Number 2: No money. Consumers and businesses rarely avoid buying something because they don’t have (or can’t get) the money needed to make the purchase. They avoid buying what you offer because they place a higher priority on spending money for something else.
People usually buy a product to avoid pain and/or gain pleasure. You can get them to buy from you by making it clear to them that buying your product or service will get rid of something they don’t want (avoid pain) or will get them something they do want or will get them more of something they already have that they like having (gain pleasure).
It is your job to demonstrate to your prospects that your products and services give or get them what they really want. Consumers and businesses rarely avoid buying something because they don’t have (or can’t get) the money needed to make the purchase. They avoid buying what you offer because they place a higher priority on spending money for something else.
What is the most nagging problem you can solve for prospects in your targeted market? Make it real to them how they’ll feel when your product or service eliminates that problem. Communicate how they can get their problem solved by your product or service.
Number 3: No hurry. People tend to drag their feet after they decide to buy something. The longer they wait to purchase the more likely they are to forget why your product or service is valuable or even absolutely necessary to them. Keep your message in front of them with repetitive mailings. If you don’t…You’ll lose the business. The reason repetitive mailings are so effective is that they remind your customers and prospects of what they are missing by not having your product or service working for them in their life. You can avoid losing sales because of “no hurry” by rewarding customers for taking immediate action and penalizing those who don’t. For example, offer a special discount price or a special bonus for ordering before a deadline.
Do repetitive mailings to targeted customers and prospects and you will make more sales
Number 4: No trust. Most people’s fear of losing something is a bigger concern than getting something that they want.
This fear causes them to frequently avoid buying something they truly want. We all have had the experience of making a bad decision on a purchase. The fear of making another bad decision hangs in the back of your mind.
People don’t want to buy and then find out that your product or service won’t solve their problem. They don’t want to be or even feel ripped off or lose money over the solution to their problem. You must take away their risk in doing business with you. You must provide a way that they can “trust” you.
There are several ways you can ease their mind:
- Eliminate the risk with an unconditional money back guarantee.
- Give them testimonials from satisfied customers and/or provide references that prove the quality and reliability of your product or service.
- Make it easy for your prospects and customers to communicate with you and get their questions and concerns answered. Let them see you and your business are real and that you value getting and keeping their trust for present and future business.
These are really the only four reasons why people don’t buy from you. You can increase your sales and profits by knowing them and doing everything you can to mail your direct mail piece to the people and businesses most likely to want and benefit from your products and services. Make it clear to them how valuable the benefits of your products and services are to them. Get them to see the urgency of getting the value of your products and services now and finally that they can trust you to help them get the benefits you promised your products and services would give them. Wilson Printing can help you design effective attention-getting direct mail pieces. We can help you choose the most effective type of direct mail piece for your business. Full-color postcards and brochures as well as lead letters and unique envelopes are a few of the direct mail options we offer. Which is best for your business depends on your business.
When you do all these things, guess what? People will buy from you. Use direct mail in repetitive mailings and make your business soar.
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