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Postcards - Picture Perfect Promotion

There is a simple but almost mystical law 3-4,000 to prospective borrowers every
which governs promotion and marketing and week, handling all the mailing in house.
their relationship to the amount of They use large (4 1/4" by 6") full-color,
business generated: business will come in laminated postcards which look very
to the degree that you get your message attractive."We went to postcards a few
out, promote, let people know you are years ago because I got sick of doing the
there, advertise, write to people, call bulk mailings using envelopes," Forest
people, e-mail people and generally admits. Folding letters and sealing
communicate to existing or potential envelopes is pretty labor intensive.
clients.It isn't a fact that registers Postcards cost less and the mail costs
easily and it almost takes faith to are lower.Forest attributes a full 20% of
follow this dictum until you have seen it his business to the postcard mailings
work over and over in all sorts of which account for the majority of their
different businesses and organizations spending on print advertising/promotion
(as I have).This law transcends market for the year. "Because of the magic
conditions, the activities of your formula that business comes in in
competition, acts of terrorism, time of proportion to the postcards and other
year, the alignment of Mars with Jupiter forms of promotion that go out, we get
and all the million and one explanations results from all quarters," he
we frequently fall back on when business says.Outsourcing:The above example
is slow. All these conditions may be includes networking with title companies
present but there is still a way to rise and handling large mailings in house but
above them: just promote more heavily and this is something to work up to if you
frequently and business will start to want to go that route. Few mortgage
pick up again. It never fails.It's almost brokers have an in-house marketing
a natural instinct when times get a department and it can be time-consuming
little tight or business is slow to cut and overwhelming to take on all of these
down on expenditure. You hear people aspects of getting postcards mailed out
talking about tightening their belts. Too using existing personnel who are already
often the first expenditure companies busy dealing with loans and paperwork.A
seek to cut is their marketing and good postcard company can handle the
advertising dollar, and that is a serious entire mailing and save you money in the
error, a guarantee of contraction. You process. They make their money from
have to step up the promotion, not cut printing postcards, not from consulting,
back. The trick is to find ways to get selling mailing lists, mailing and so on.
the maximum results with the minimum So they can give you better deals on
expenditure, but never to cut back and these other services where needed.Having
promote less. That's suicide. Here's one the postcard company do the mailing from
way to increase promotion while keeping you has an additional benefit of saving
costs down.You don't have to open a on shipping. Printed matter is quite
postcard!We have found more and more heavy and shipping 10,000 postcards
brokers are turning to high quality, across country is not that cheap. If it
four-color postcards as the best form of is mailed from the postcard company
direct mail. It's time to pass on the direct these shipping charges are
information for those who haven't yet avoided.Sharp Mortgages Inc. of
discovered this cost-effective way of Jacksonville started using postcards in
getting the word out and the business 2001, having used every other form of
in.This is especially timely advice as advertising and promotion. They sent out
the national anthrax scare - whether you two initial mailings of 10,000 postcards
give credence to it or not - has resulted each and have ordered another 50,000 so
in a certain caution when it comes to it must be working. "We let the postcard
opening envelopes from unknown sources. company handle the mailing," says Bill
One great advantage of the postcard is Sharp Snr. who handles their advertising.
that it doesn't have to be opened - there "With all the other things we have to do,
is nothing hidden about it and nothing to we find that it's easier to let them
be scared of.Quite aside from the anthrax handle the mailing than to tie up our
angle, the fact that a postcard doesn't time in here."Don't be put off by the
need to be opened has another advantage: thought of all the extra work involved
it has a chance to get its message across for your already too busy personnel. In
before it is dropped into the garbage can the long run it might save you a lot of
as "junk mail." An envelope can be tossed money to pay a little extra for the
in the trash without even being opened, postcard company to take the entire
allowing the hard-hitting promotional process off your hands from design and
material inside no chance at all to get print through to mailing.How to get going
its message across.The chances are fairly with postcards.So, assuming postcards are
high that if you have a brightly colored the way to go, where do you start?A. Find
image on the front of your postcard it a postcard company to help you.This
will attract enough attention to get an company must:1. SPECIALIZE IN POSTCARDS,
initial glance. If your headline is a not just do postcards among other
good one and invites further interest, printing jobs. You will get better
then your postcard will be read and you service and a better product. It will
will have succeeded in delivering your cost much less because they are printing
message. If the reader is even vaguely your postcard along with many other
interested in what you are trying to customers' postcards and can "gang print"
sell, you may well get a visit or a them which means they print many
call.Cost-effective!Even though it is different postcards on one large sheet of
imperative to promote more than ever when card and it's only one press run.2. Have
the economy is sticky or business is some MARKETING KNOWLEDGE AND EXPERIENCE.
slow, that doesn't mean you can't cut They should be able to advise you on
costs in the process.Many brokers are mailing lists, design, quantities and so
convinced that a full-color postcard with on. The better ones offer a full range of
the right message on it, mailed out to services from advice through design,
previous clients (for re-financing for assistance with photography, printing and
example) or to prospective borrowers gets mailing.3. Postcards they produce should
the most bang for the advertising buck of be UV COATED (laminated), FULL COLOR, 4 1
any form of promotion, even when they 4" x 6" so you get the biggest size card
also advertise in print, on the radio and you can for the lowest mail rate and they
TV, sky-writing, you name it.You can mail really look good. The UV coating is
out a postcard up to 4 1/4 inches by 6 essential for a very high gloss finish
inches for between 17.5¢ and 19.5¢ that really makes the postcard stand out
first class pre-sorted. This is cheaper and attract attention.4. Above all you
than the lowest letter rate which is 19¢ need to know that you are going to get
- 24¢ and that's for standard, bulk RESULTS. Percentage of response is not
rate, not first class. If you find the the real measure of success as this
right company you can get 5,000 high varies from industry to industry and area
quality, full-color, laminated postcards to area. What you want to determine is
printed for under $400.Warren Financial return on investment. If you spend $2,500
Corporation of Dunedin, Florida, is an all inclusive to send out a 10,000
example of a company who rely entirely on postcard mailing and get 200 calls as a
postcards (and referrals) for new result, and convert even 10 of those into
business. "The strange thing about mortgage purchases, then the mailing was
postcards is that I'll have people who a terrific investment. So you need to
will call me 6 or 8 months after I mailed look at the big picture and check for
them out and say, 'I got one of your results in terms of return on
postcards and kept it.'," says Jim investment.When choosing a postcard
Warren, the company's owner. He buys company to handle your mailing, it's a
6,000 postcards at a time and sends out good idea to get some names and phone
400 every month to highly targeted numbers of their customers and call them
mailing lists. He leaves the back of the up to get some first hand information on
cards blank so that he can get a how good the company is: do they deliver
different message printed on them when good service and value for money?Once you
he's ready to send them. This allows for have found the right provider (it doesn't
rate changes and other time-sensitive have to be local - the better ones work
messages to be printed on at the time the on a national basis and do business with
postcards are going to be mailed.He used companies all over the USA) get their
to use very basic, black and white advice on producing the postcard. They
postcards run off by his local printer will help you with all the steps.B.
but has now gone to full-color, 4 1/4" x Decide whether you want them to handle
6" cards (the largest size you can send the mailing for you (see section above on
at the lowest mail rate) which has outsourcing).C. Decide whether you are
improved his response rate. "I have a going to mail to your existing customers
rifle rather than a shotgun approach to or to mailing lists of potential
marketing," he says. "For what I do the customers or both.Procurement of mailing
four-color postcards are perfect."A case lists an important point. Sending out
in point...Sun Pacific Mortgage of Santa postcards to 10,000 random homeowners by
Rosa, California have been in business zip code is not going to get the same
for 14 years, specializing in giving response as sending 10,000 postcards to
loans to people who have been turned down qualified homeowners of the type that you
elsewhere. Owner Forest Tardibuono came specialize in (conventional, subprime,
across some management technology in 1997 refinances, etc.). You can buy mailing
and since then their income has increased lists that are quite specific. Your
by 900% and is still on the rise. One of biggest expense is going to be postage.
the principles that Forest learned and It's worth spending a little extra money
really put into practice was the fact to make sure your message gets to
that if you want more business or new qualified potential mortgage purchasers
business, you have to promote. "We're one in the category that you want to deal
big marketing machine," he says. "We with.The postcard company should be able
promote heavily and it's then an easy job to help you with the choice and purchase
for the loan reps to pick up the loans. of mailing lists.D. Decide on the content
The sale is easy." The company spends 14% of the card. Again, a good postcard
of its gross on promotion. With an annual company will have experience with this
income of close to $2 million, that's a and can offer valuable advice. They've
sizable budget for promotion. But it is probably worked with other mortgage
also a major factor in their continued brokers and know what works and what
growth.Sun Pacific order 50-60,000 doesn't.E. Get the card produced. They
postcards at a time with a selection of will send you proofs. Get any needed
several different images on the cards. corrections made so that you are happy
They have an arrangement with local title with them.F. Get them mailed out.G. Sit
companies whereby these provide Sun back and make the most of the response.H.
Pacific with mailing lists already Plan your next mailing and repeat the
printed in mailing label form at no cost steps.After you've done a few mailings
as an incentive for the mortgage company you will get a better idea of what works
to use them for title work. They provide and you can refine your campaign.This is
these labels as often as needed and a proven, tried and tested, workable
targeted as narrowly and specifically as approach to increasing sales through
required. For example, Forest will ask direct mail using color postcards.Joy
for homeowners of a specific zip code Gendusa founded PostcardMania in 1998;
(one that has proven profitable in the her only assets a computer and a phone.
past) and will limit the search to In 2004 the company did close to $9
specific categories to make sure that the million in sales and employs over 60
mailing hits home. Getting the mailing persons. She attributes her explosive
labels free of a charge represents a growth to her ability to choose
considerable saving.Then Sun Pacific will incredible staff and her innate marketing
send out mailings of a couple of thousand savvy. Now she's sharing her marketing
postcards once or twice a month to secrets with others.
current or past clients, and another




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