Prospecting with postcards
Postcards are a handy and often inexpensive way to get your name out there and stay in touch. You can use them for a variety of things such as a first contact vehicle, announcing a move or a new service. Some folks like to use them as a leave behind or a follow up after a meeting.
I use a postcard campaign as an introduction to prospects I'd like to add to the 'ole client roster. Mine are oversized – 8.5" x 5.5" and printed full color on one side and black & white on the reverse side. The campaign consists of four postcards. I traded services with a local printer who I've worked with for several years. A barter deal like this might be just the ticket for you, too.
All I'm trying to do with the postcards is gain some name recognition. To accomplish that, I played off the fact that folks are always screwing up my surname. So, with tongue in cheek, I got together with my main writer guy and we came up with the copy. By the way, I also traded services with him. Gotta love it! Here's an image of the first one I send out.
If you'd like to see the rest, just click here and you'll be whisked away to the group on my site.
I gather my prospect contact info and mail out one card each week for four weeks. I time the mailing so they'll receive them midweek. Mondays and Fridays are bad, since folks are getting over the weekend or looking forwardto it. During the fifth week I make a phone call to follow up and ask for an appointment to see if there's a good fit.
The trick here is to first prequalify the prospects as best you can. You'll do more qualifying when you follow up. Next, keep the mailing small for this type of campaign. I do these in groups of 20 - 25. I've learned that's about the most I can handle at a time for the follow up calls. Announcements and such can be larger, wide net mailings. For this type of campaign, it's important to remember that if you don't follow up you're potentially wasting your time and money.
This technique has worked pretty well for me. I also ask folks if I can add them to my contact list for e-mailed news releases and little ditties I send out periodically like links to articles, useful sites I find, etc.
For more info about the pleasures of postcarding, visit the Postcard Queen, Martha Retallick's site, Postcard Marketing Secrets. Martha offers up a boat load of resources and information to help get you on your way.
I use a postcard campaign as an introduction to prospects I'd like to add to the 'ole client roster. Mine are oversized – 8.5" x 5.5" and printed full color on one side and black & white on the reverse side. The campaign consists of four postcards. I traded services with a local printer who I've worked with for several years. A barter deal like this might be just the ticket for you, too.
All I'm trying to do with the postcards is gain some name recognition. To accomplish that, I played off the fact that folks are always screwing up my surname. So, with tongue in cheek, I got together with my main writer guy and we came up with the copy. By the way, I also traded services with him. Gotta love it! Here's an image of the first one I send out.
If you'd like to see the rest, just click here and you'll be whisked away to the group on my site.I gather my prospect contact info and mail out one card each week for four weeks. I time the mailing so they'll receive them midweek. Mondays and Fridays are bad, since folks are getting over the weekend or looking forwardto it. During the fifth week I make a phone call to follow up and ask for an appointment to see if there's a good fit.
The trick here is to first prequalify the prospects as best you can. You'll do more qualifying when you follow up. Next, keep the mailing small for this type of campaign. I do these in groups of 20 - 25. I've learned that's about the most I can handle at a time for the follow up calls. Announcements and such can be larger, wide net mailings. For this type of campaign, it's important to remember that if you don't follow up you're potentially wasting your time and money.
This technique has worked pretty well for me. I also ask folks if I can add them to my contact list for e-mailed news releases and little ditties I send out periodically like links to articles, useful sites I find, etc.
For more info about the pleasures of postcarding, visit the Postcard Queen, Martha Retallick's site, Postcard Marketing Secrets. Martha offers up a boat load of resources and information to help get you on your way.
3 Comments:
This is great because I'll need to do some promotion once I move back east next month. Great topic!
The funny thing is I never used to give postcards a second thought until recently and now I'm starting to realize their potential.
Hi Joe,
I'm happy you found the entry useful. If you decide to do a postcard campaign, I'd love to hear how it goes for you.
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