Wealth With Postcard Marketing

During my 5yrs of using direct mail marketing, i've observed some costly mistakes people make. Though there is no gaurantee that your campaign will be a success, however when you avoid these 10 costly mistakes, you stand a better chance of avoiding failure and better results with your direct mail marketing campaigns.

#1 Direct Mail Marketing Mistake- Dishonesty.

Some marketers think they are smart and customers are foolish. They think people can't read between lines of hype and lies. Though some are getting away with it, it's not long before camma bites them from behind.

My advice is to be honest. Whatever you promise customers try to deliver them. Try to over deliver if you can. You will always reap the rewards when you are honest with people.

#2 Direct Mail Marketing Mistake - Choosing Products Before Customers.

This is common among amatuers. They see a product they like, then assume others will like it. They then create a marketing campaign around that product, only to realise that people aren't into it as they are.

When it comes to direct mail marketing, its  important to choose customers before product. This means, finding out what product customers want first then selling them that product and not the other way round.

Find out what people are already buying. Find out what problems people have and what product will solve that problem.

The key principle here is "its not about you but them". Its not what you want that counts, but what customers want.

#3 Direct Mail Marketing Mistake- Failing to find out what the customer can afford.

This is another common mistake. Some marketers sell expensive products to customers who can't afford them. Some sell inexpensive products to people who find them too cheap and insulting to buy cause they can afford a more expensive product.

Try finding out what your customers pocket budget is. Ask yourself, can they afford it? Is this product price too cheap for this cutomer list? Avoid selling products that are too cheap through direct mail marketing.

#4 Direct Mail Marketing Mistake- Selling to People without a buying history.

This mistake is common among even some experienced marketers. They sell to customers who have never bought or responded to a direct mail offer in the past.

Its important to find out if the list you are mailing to have a history and habit of buying from direct mail offers. This will save you a lot of money.

#5 Direct Mail Marketing Mistake- Failing to sell the right product.

If you know a customer list has got a history of buying a particular brand, why sell them something different.

If you want sales, give people the exact thing they want. Try also to sell them products that will help them use the product they've just bought. A good example could be a software or computer. You can sell them a course or program that teaches them how to use the internet.

#6 Direct Mail Marketing Mistake- Complicated Order System.

I've seen markers giving people too many order options that ends up confusing people. Some have order options that scare people away from buying.

Keep it simple. Have a toll free number that people can call and order with there credit card. Avoid expensive numbers or mobile phone numbers.

#7 Direct Mail Marketing Mistake- Delayed Shipping.

I've personally ordered products that took so long that i ended up cancelling it, even before it got to me.

When an order is placed, ship the product as fast as possible. Customers hate to wait weeks on end.

#8 Direct Mail Marketing Mistake-  No Gaurantees.

Customers are not confident in your product if you're not. When you fail to offer money back gaurantees, people sense something.

Try offering customers some gaurantee. This will build confidence and trust.

#9 Direct Mail Marketing Mistake- Cashing Cheques Before Shipping.

This is morally wrong and can get you in trouble. Always ship customers products first before cashing cheques or processing payments.

#10 Direct Mail Marketing Mistake- Complex Offers

I've seen direct mail campaigns that requires you reading it 5times to understand what its all about.

keep it simple. Get your sales letter written by someone who is an expert. Let your sales letter be uplifting. Keep your campaign simple and easy to understand.

Except you are a hypnotist, it takes some series of conversations to get someone to marry you. It takes some level of relationship to get a total stranger to honor a family dinner invitation.

Most times I see amatuer Postcard Marketers expecting huge sales and conversions from their first mailings. In the real world it just doesn't happen like that.

Let's look at the real picture here. Most people begin their campaign with a mailing list they bought from a list provider. Most of these people don't know you or your company. All they know is some stranger sending them a postcard, asking them to hand over their credit card details or take some action.

It takes several mailings to build some relationship with your prospects. These mailings should contain some valuable contents and offers that can help you build trust and relationship.

I suggest you send atleast 4 mailings before giving up. Frequency will help leave a lasting impression on your customers mind. The more they see you they more the ice breaks. Sending them valuable contents positions you as an expert.

In summary, never give up on your first mailing. People will consider your offer more serious if they see it more times than once.

I often cringe when i hear so called experts say that colour isn't such a big deal when you are marketing with postcards. They sell the idea that if you are on a tight budget, then black and white is a better option to save money.

I hate to say this, but this is so untrue. In my opinion, you'll stand losing more money than you think you are saving.

I hope in this post i'll help you understand why colour is better than a black and white postcard and how it can give you a better image.

First, i would like to ask you a question. If you where given a choice between a black and white screen monitor PC and a coloured one, which would you pick?

Offcourse you'll go for the coloured one. The reason why is that coloured screen images appeals to your eyes better than a black and white screen.

Naturally our human eyes gravitates towards coloured images and retain them in memory better than black and white. In a recent research,  it was found that we humans remember images better and faster when they are in coloured state than black and white.

The point i am trying to make here is that you have to capitalise on nature's feedback.  You want your postcards to capture the attention of your customers. You want your postcard coloured images to leave a footprint in their minds so that they'll remember your offer later in the week or month when they are ready to buy.

Finally, coloured postcards says alot about its sender. Its  says you are a proffessional and an expert. It says your product is must be very important. Black and white says you are cheap and your product could be cheap and not great.

So here you go. I hope i've been able to make my point on this issue. Go forth now and use coloured postcards in your postcard marketing campaign.