Grow Your Business with Direct Mail

This is the 1st of 10 lessons to help build a successful postcard marketing campaign. This is the first and a very important portion of a campaign because it describes a very important ingredient that will give you the edge that most forget or are too lazy to do.

1. An operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate’s political campaign.
2. Military.
   

   a.	military operations for a specific objective.

   b.	Obsolete. the military operations of an army in the field for one season.

What’s the main thing that pops out when reading those? It’s focused, direct, and repetitive to reach it’s object.

The military is a perfect example as they have a mission, they understand what they are fighting for and are very focused & repetitive in their drills. It’s too bad we don’t have a drill Sargent that disciplines us when we get off track or don’t do our “routines”when it comes to marketing. That’s why it’s up to us to ensure that we have a military like way of doing things when it comes to campaigns

What does all this have to do with postcard marketing.

If you’re only prepared to do one mailing, stop reading. You’re not fitting the definition of a campaign and will be fail no matter how good the images, copywrite or mail list is.

The easiest way to understand why you need to do more then just one is simple.

2000 cards go out………………a few calls the first week………….a few call the second week……..then

Option 1: don’t mail and let the few trickle in after the 2nd week

Option 2: Send another mailer

Another 2000 cards go out in the second week…………….. now you have a slight increase in calls in the 3rd week……….4th week

Another 2000 cards go out in the 4th week………and by then you have 3 mailers all with objectives, all informing and influencing your customers to do whatever you are asking them to do with an overlapping campaigns. You can almost alter the famous saying from the movie Field of Dreams to “If You Mail It, They will Come!” or “Patience, Young Grasshopper!”

I just recently listened to a podcast from Guerilla Marketers. Jay talks about patience and an interesting marketing research that lets you understand the number of times you must penetrate your customers mind to make an impact with them.

Marketing is a funnel effect and you one mail piece will not touch all the personalities that you mail to. We all respond differently to different things which is what makes the world of marketing a science and an art. We’re going to break down some of these differences and show you how to market to the differences in the coming articles. The next part of this course is to know what you want and what to expect.