business start-up

When you start a new business, particularly in a tough economy where money is tight, you need to keep your costs low. Marketing expenses will often be the highest costs of the business, but without marketing, any business will flounder and die.        

A key start-up strategy is to seek out low-cost marketing techniques. Direct marketing must always be part of the mix for any new business. The most inexpensive way to direct market through the mail is by using postcards. Postcards are a perfect way to announce a new business, get some key headlines out on your new business, and put your website URL in front of your audience.

A marketing message sent through snail mail is extremely effective in the current environment of information overload. Generating website traffic, sales leads, and even sales with postcards is easy when you follow a proven system.

This 10-point checklist lays out a simple step-by-step process you can follow to get your postcard marketing campaign off to a fast start... and produce highly profitable results.

1. Define the Purpose of Your Postcards.

What do you want your postcards to accomplish? Do you want to generate website traffic, new customers, sales leads, repeat sales, or something else?

2. Describe Your Audience.

Who wants or needs what you will be offering? Make a list of all the characteristics of the perfect prospect you can think of.

3. Find the Best Mailing List.

If you're going to mail the postcards to your own customers, you already have the list. Otherwise contact a mailing list broker with the description of that perfect prospect you developed in Step 2. Almost any mailing list you can think of is available through most mailing list brokers.

4. Settle on One Idea to Promote.

You only have enough space on a postcard to promote one product, one service, or one idea. If you want to promote more than 1 thing, develop a separate postcard for each.

5. Determine the Best Format to Use.

Some advertisers use large oversize postcards (5 1/2 inches x 8 1/2 inches for example). But keep in mind that you can send your postcards by First Class Mail for only 26 cents in the US if you keep them between 3 1/2 x 5 inches and 4 1/4 x
6 inches in size.

6. Compose a Captivating Headline.

Postcards get delivered open and ready to read. A captivating 3-to-5-word headline that can be read with just a quick glance at the postcard guarantees almost 100 percent readership... especially if it promises a major benefit to
the reader.

7. Create a Powerful but Easy to Grasp Offer.

Try to state your offer in just one sentence. If you use more than one sentence, leave blank lines between them. If you have more than 3 sentences, consolidate several into short bulleted lists to save space and reading time.

8. Provide a Simple and Easy Way to Respond.

Briefly tell the reader exactly what you want them to do in response to your postcard. Make it simple and easy. For example, visit your web site, call you on the phone, or come to your store.

9. Develop a Compelling Incentive to Act Fast.

You can boost the number of responses to your postcard by giving readers a compelling reason to take action right NOW. For example, reward them with a discounted price, a special bonus, or something else if they respond by a deadline.

10. Print the Postcards.

You can have your postcards printed professionally or print them yourself using your own computer. An online search for "postcard printer" will return a huge list of professional printers you can use. Or, print them yourself on paper suitable for postcards such as 90-pound or 110-pound index paper available in most office supply stores.

This 10-point checklist does not cover everything about postcard marketing. But it provides a proven guideline anyone can follow to create profitable postcards...fast. HBM

Copyright 2008. Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, “How To Build Your Small Business Fast With Simple Postcards” ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV or write Bob Leduc, PO Box 750128, Las Vegas, NV 89136.