Associations and non-profits are a powerful resource for building and expanding networking and business opportunities. Associations hold conventions, print reports and literature, promote their cause, and use your services!

The Directory of Associations is a comprehensive source of information on associations and professional societies including business and trade associations, 501c non-profit organizations, chambers of commerce, and other charity and community associations.

Available on CD-ROM, in print, and on mailing labels -- or search online and download results using our powerful search interface.

For more information or to order, call 800-575-5369 or go to http://www.marketingsource.com/associations.

Part 1: The Question

A few weeks ago, the E-Tailer's Digest discussion group had an interesting discussion on the merits of using postcards vs. letters. This group deals with issues that concern retailers, be they online or offline, and you can learn more about it at:

http://www.etailersdigest.com

The question posed to the group was: "Which do you read, a 6 x 9 post card or open a #10 (A4 letter for the world sans US) envelope addressed to you (not a label)? The second part of this is what does a C-level executive read, the postcard or letter?"

Part 2: The Three Replies

#1: From author and small business expert Janet Attard

The answer to that question has a lot to do with how big a corporation the executive is with and/or whether they have a gatekeeper screening all of their incoming mail.

Postcard mailings are useful -- if they actually reach the recipient you are targeting. But that doesn't always happen.

One woman who attended a marketing seminar I gave last week said she had worked as a gatekeeper for a corporate executive, and in that corporation, the company policy was to have the mail room personnel discard all postcard mailings. They never made it to the recipients -- or to their gatekeepers.

So, if you have any personal contacts in organizations in which there are prospects you are targeting, ask if there is any formal policy on postcard mail. Does it get through to the departments, and how is it handled by executive gatekeepers.

Janet Attard
Author, The Home Office and Small Business Answer Book
Business Know-How® small business center
http://www.businessknowhow.com

#2: From Postcard Marketing Secrets e-zine and e-book publisher Martha Retallick

There are times when letters work better than postcards. Permit me to explain:

One of the advantages -- and drawbacks -- of postcards is their size. They're small, and that means that there's a limit to how much copy you can put on them.

So, if you need to use a lot of copy to explain what you're selling, you MAY be better off sending a letter. But keep in mind that many of your recipients just won't take the time to open the letter and read it.

Here's a way around that problem. Put up a website, fill it with all the copy that you need, send a card that encourages people to visit your site, then let the site close the sale. This works best for direct-response type products (such as "how-to" manuals). It doesn't work as well for things that require some sort of personal interaction (with a sales rep, for example).

Martha Retallick
Grow your business with direct mail postcards!
It's easy, affordable, and FUN! Learn how at:
http://www.PostcardMarketingSecrets.com

#3: From Postcard Marketing Secrets subscriber and contributor Hiram Wurf

It would seem to me there are a lot of conditions that postcards might not work (as the sole medium -- not necessarily as part of a coordinated campaign).
Absolute Basics
Your message is too long (at its most concise) for a postcard format (even if a larger card is used)
Your message contains confidential or otherwise privileged information that others should not see (e.g. "We've heard your firm will be laying off . . . try the services of our outplacement firm")
You are offering a formal contract/agreement/proposal
You require attachments/charts/graphs etc. as separate pieces of the mailing.

Other Times

The postcard tone is too informal for the offer/clientele (and yes this begs the original question). In general I would say this applies to:
For major purchases involving complexity (ERP systems, however dated, come to mind) postcards should not be the sole medium used to get sales (as opposed to postcards being used as reminders/follow-ups, pointers to websites, teasers, etc.)
For "personal correspondence" type appeals in formal settings (while this might be artfully done as a 'postcard from a vacation' type look in less formal scenarios -- there are times you may not want to appear like you're on vacation!)
For contacts/industries where postcards would breech etiquette in a negative way (again begging the question)

Hiram Wurf
B-U-S-I-N-E-S-S B-U-I-L-D-E-R-S
Midwest Regional Office
Naperville, Illinois, USA
Telephone: 630-416-2198
Fax: 630-416-1071
http://www.businessbuilders.com

Use the Right Tool for the Job

Well, as you can see from the above, postcards must be used carefully if they are to be effective. In short, use the right tool for the job.

If the answer to your "postcards vs. letters" question is postcards, then check out my Postcard Marketing Secrets manual. Here's what Paul Smith has to say about it:

"Martha is a solid, respected professional. Her book 'Postcard Marketing Secrets' is not only a solid, professional introduction to the art and science of postcards, it's one well worth its cost.

"Do postcards work? You bet! I became acquainted with Martha through the postcards she sent me. THIS is what led to my recent purchase of her book on postcards. My purchase puts her well ahead of the $6/year she estimates postcards cost. Good for you, Martha! With the help of your book I'll be doing the same soon."

Paul Smith, President
SupportNet, Inc, Oakland, California, USA
http://www.support.net

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Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business—profitably. Learn more about it at: http://www.PostcardMarketingSecrets.com

Concept Marketing Group, Inc. introduces a postcard product offer that, unlike any other in the market, allows your business to conduct direct mail promotions as easy as 1-2-3 (Designed - Printed - Mailed). Reach 5,000 prospects or customers today for as little as $0.33 each, including postage costs!

Our services include:
• Business and Consumer Mailing and Phone Lists
• Postcard and Brochure Design
• Print Services, including postcards, brochures, business cards, and more
• Mailing services so you aren't stuck licking stamps

Call 800.575.5369 to learn more about our services and plan your direct mail campaign!

You know that getting publicity is vital to the health of your business. You probably also know that e-mail is the way most publicity seekers get in touch with reporters to score that precious coverage. Here’s what you don’t know: The vast majority of e-mails sent to journalists never get read.

Bottom line: if your e-mails don’t get read, you have no shot at getting the publicity you so desperately need.

Here's how to beat the odds:

Avoiding the Spam Trap

To a spam filter, your humble e-mail pitch may appear to contain an array of trigger words and suspicious phrases. A server that relayed your message may be on a blacklist - a "do not open" list of known spammers. Or perhaps the filter’s having a tough day and has decided to start blocking things arbitrarily. You can’t prevent every instance of spam blocking, but you can take some steps to help lessen the chances of your e-mail ending up in a black hole.

The most important step is learning how spam filters think, and creating e-mails that avoid the usual pitfalls. Fortunately, you’ll find that -- once you can do this -- many spam triggers are easily avoided.

Rather than taking up space here with all the how-to’s, allow me to simply direct you a terrific site on the subject: http://publicity.c.topica.com/maactZ6aa8GFka4Hl04b/

Getting Your E-Mail Opened & Read

After beating the spam filter, next up is getting your e-mail opened and read. The key: the subject line. No matter how on- the-money your pitch, a subpar subject line will kill any chance of getting the reporter’s attention. You’ve got one shot at getting your e-mail opened, make the most of it with a killer subject line.

Here’s how to do it: 1) Place the word "News" or "Press Info" or "Story Idea" at the beginning of your e-mail subject line, in brackets e.g.: [Story Idea]:

2) Try to incorporate the reporter's first name also at the beginning of the subject line.

3) If you know the name of the reporter's column, for instance "Cooking with Linda", also try to incorporate that. One more thing -- if the reporter doesn’t write a regular column, try to at least include their beat (e.g. Joe, re: your future pieces on the wi-fi industry).

With these three tips in mind, a successful e-mail subject line might read:

[Story Idea]: Linda, Here's a Tip for Your "Cooking with Linda" Column

That’s a heading that will stand head and shoulders above the rest.

Here are a few more e-mail do’s and don'ts: Do:

* Make the information you place in the subject line short and to the point. Often, reporter's e-mail software cuts off the subject at only a few words.

* Don’t get cute or be too vague in your subject line. For example "Here’s a Great Story!" is vague and sounds like spam; "This Will Win You A Pulitzer!" will make you look silly (unless you’re delivering the scoop of the century, of course!).

* Try to make your most newsworthy points at the top of your e- mail message - don't expect a reporter to scroll down to find the news.

* Include your contact information, including cell phone, e-mail address, regular address, fax number & website URL at the beginning and end of the e-mail.

* Include a link to your website if you have additional information such as: photos, press releases, bios, surveys, etc.

Don’t:

* Include more than a short pitch letter or press release in the body of your e-mail.

* Allow typos or grammatical errors.

* Include an attachment with your e-mail. In this day and age of sinister viruses, reporters automatically delete e-mail with attachments.

* Place the following words (by themselves) in the subject line: "Hi", "Hello" - the media's spam filters will pounce and destroy.

* Send an e-mail with a blank subject line.

A cool tip: Use Google News (www.news.google.com) to search for recent stories that have appeared relating to your industry or field of interest. Then, e-mail the reporter directly (use a subject line such as Re: Your July 5th piece on electric cars). Give positive feedback on the story and let him know that, next time he’s working an electric car story, he should get in touch, as you’re an expert with provocative things to say. Give a couple of supporting facts to back up the assertion, include your phone number and web link, and ask if he’d like to see a full press kit. This technique really works!

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Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp, he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill's exclusive new site: http://www.publicityInsider.com