Online Business Q&A

QUESTION:

Have you ever used postcards to promote a website? Do you know if they work?

ANSWER:

As with any form of marketing, whether or not postcards "work" will depend on how you use them as well as the preferences of your target audience.

I've used postcards before to promote a consumer website ... and they worked like a charm! Just like with email marketing, one of the things we face is just getting people to open the envelope (or open and read the email). With postcards, it's all there right in front of them -- so most people can't help but scan the card as they're sorting through their mail. And if you have a great headline, they'll likely read it through in its entirety.

Disadvantages:

• Limited space for 'sales copy'. It's tough to sell something pricey with a postcard.

• Cost -- for professional printing, or if you're the do-it-yourself type, for specialty paper (which can also eat up your time if you have to print them yourself).

Advantages:

• You don't have to figure out how to get the prospects to at least 'open the envelope'.

• Postcards are brief, easy reading -- a great way to capture someone's attention.

• You may be able to take advantage of lowered postage rates (not true in Canada, but apparently true in the United States).

• Time-saver -- no buying envelopes, folding brochures or sales letters, stuffing and sealing the envelopes, etc.

• Great for introducing your business, special offers, reminders, lead generation, and much more.

Know your prospects: where they "hang out", how they like to be contacted, what they respond to. Bottom line - you won't know until you test it.

Try Alex Mandossian's website for some great information on marketing with postcards.