Bear in mind a few several years back when all the rapidly meals chains crowed about their “mystery” sauces and components? It sure added some mystique, didn’t it? Absolutely nothing improved the flavor of a hamburger or drumstick like excellent previous-fashioned secrecy!
Now let us transition to postcard advertising, in which a comparable principle applies. A little proportion of true estate brokers have discovered the “magic formula ingredients” of postcard marketing. As a outcome, they appreciate large good results each and every time they carry out a mailing.
Other agents, nevertheless, do not appreciate this sort of good results. They send postcard after postcard, but, alas, no response. These agents do not know the key components of postcard advertising and marketing good results.
Let us uncover some secrets, shall we?
Postcard Key #one — Will not Depend on Technological innovation
You 1st need to have to realize that technology by yourself is not going to lead you to postcard marketing and advertising accomplishment. If it were that effortless, all brokers would enjoy record-breaking responses from their mailings.
In reality, technologies is the most simple element of the equation. A postcard advertising and marketing services will handle all of the technologies for you. But there’s the rub. Technologies can assist you provide a powerful message, but it cannot generate that message for you. That is your job.
Nobody understands your viewers or your skills much better than you, and nobody cares about your good results as much as you do. So the information, and every little thing that provides it to existence, have to commence with you.
Postcard Key #two — Know Your Viewers
When producing your postcard information, begin by identifying your viewers. This may appear apparent, but it’s a essential step upon which the relaxation of the procedure will relaxation. To determine your main audience, you merely have to question by yourself a sequence of inquiries.
What region do I want to depict? Am I concentrating on consumers or sellers? Where may well I locate these people? What is critical to them? What do they want to know? What do I have to offer you that may possibly inspire them?
When you have answered these questions, you should be capable to publish a paragraph from the blended solutions. This paragraph is your viewers assertion, and it will assist you set your postcard marketing and advertising targets appropriately. When you’ve defined your viewers, you can much more effortlessly figure out the types of provides that may possibly inspire them.
Postcard Secret #three — Recognize the Preferred Reaction
Now that you know your audience (and assuming you’ve accomplished some study to genuinely get to know them) you can set the objective for your postcard campaign. Question by yourself, “What do I want to occur as a consequence of sending my postcards? What’s the excellent reaction?”
Here’s the key to this stage. Will not request your postcards to do a lot more than they’re capable of doing. I see actual estate marketers making use of postcards to try out and influence recipients that they offer exceptional support. That’s a great deal to request of an eight” x five” piece of card stock.
Scale again your aim until you uncover some thing that (A) provides the postcard a more reasonable process, (B) follows a a lot more normal revenue development, and (C) capitalizes on acknowledged conduct.
What is actually a excellent response to purpose for? How about a mobile phone get in touch with or an e mail? Now that’s one thing a postcard can take care of, particularly if you give men and women a excellent cause to make contact with you (like an insightful report on foreseeable future development in your area). And that prospects to our up coming “key”…
Postcard Magic formula #four — Offer One thing Excellent
We know from figures that most consumers finish up picking the initial real estate agent they make contact with. So you can capitalize on this identified habits by aiming for that critical first speak to. This is where your provide arrives into enjoy.
The price and relevance of your provide will establish the dimension of your reaction. That is a essential principal of postcard advertising that many brokers neglect. A postcard with no specific value is a postcard destined for the trash.
Consider of it this way. The postcard is only a messenger. A messenger without having an critical concept is worthless. But if the messenger has worthwhile information or details, every person wants to listen to what he has to say!
Here is an illustration. If I lived in a household area suffering from “business creep,” and someone presented me an distinctive report on potential commercial development and how it might influence my residence value … I would want that report! And I might make contact with anybody to get it.
Postcard Mystery #5 — Leverage Your Site
Have a site? If so, you have a ideal advertising and marketing partner to complement your postcards. The factors are fairly psychological:
The objective of any marketing and advertising plan is to achieve new company, but sometimes you have to offer indirect paths as properly as the immediate ones. Direct paths are for immediate individuals. A direct route on a postcard would be a cellphone amount. Some interested potential clients will decide on the immediate route and phone you straightaway.
But individuals who are less direct would relatively discover more about you 1st. They need to have to get relaxed prior to they “raise their fingers.” So why not develop an informational resource area of your internet site and stage to it with your postcards?
The level is to supply diverse reaction channels for the various personality sorts. A immediate phone variety for the direct men and women, and an indirect site path for the a lot more timid souls. Then point out the two paths on your postcards, and you’ve increased your possibility for reaction — be it direct or oblique.
Postcard Secret #six — Evaluate Your Achievement
Make sure you have some way to keep track of the responses you get again from every single mailing. This will allow you to examine 1 postcard information to an additional to see which a single performs better.
Very first, create a baseline response dependent on your initial mailing (out of X quantity of recipients, X responded). Next, try out to improve a single component of the postcard, this kind of as the provide. You will not know if it really is really an enhancement right up until the take a look at is full, but which is the whole level.
And finally, deliver the new model of your postcard to the exact same checklist, the exact same number of recipients, and with all other factors being equal. Track the final results as you did ahead of, and assess the two mailings. You’ve just accomplished a straightforward A/B take a look at to determine which of two delivers is far more powerful.
You can proceed this testing in 1 of two techniques: You can maintain placing your profitable supply up from new challengers. Or you can go on to other facets of the mailing, such as the style, headline, listing, timeframe, and so forth. ulrike-wathling.com/collections/motivationspostkarten is to have a postcard that brings together the ideal of all components.
Summary
I hope you see now that the “secrets and techniques” of postcard marketing and advertising accomplishment aren’t truly strategies at all. They are verified techniques that have been used by immediate mail marketers for several years. And now that you realize them, you have almost everything you need to develop your possess postcard advertising and marketing achievement.