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In this issue:
• Marketing Article: 7 Benefits of Postcard Marketing
• Marketing Article: Image is everything! What’s your customer’s perception?

7 Benefits of Postcard Marketing
by Bob Leduc © 2007

Postcards produce even better results for marketers in the 21st century than they did in the past ...especially when you use them to generate website traffic and sales leads.

Here are 7 of the many benefits and advantages you gain by marketing with postcards.

1. Postcards Work for Any Business - Including Yours

Postcards have a proven history of producing just about any kind of sales activity a business wants. Internet marketers have used them to generate profitable website traffic. Direct marketers have used them to generate receptive sales leads. Retail stores have used them to attract "pre-sold" walk in customers. And ...well, you get the idea.

2. Postcards Produce Fast Results

Postcards are small so it doesn't take much time to create a sales message for them. The small size also makes printing, addressing and mailing postcards a quick job. Your postcards can be in the mail a few days after you decide to use them. 2 or 3 days later you'll be getting sales from them.

3. Postcards Get Read

Postcards get delivered ready to read. They can't be ignored like other types of advertising. This guarantees maximum exposure for your sales message. Think about it. Did you ever discard a postcard without first scanning it to find out what it was about? You can't do it.

4. Postcards Make a Good First Impression

People like to get postcards - probably because they get so many of them from friends and relatives. You can make the most of this positive first impression by using a personal approach for your postcards. For example, include the actual name of each person in your message ...as well as anything else you know about the prospects on your mailing list.

5. Postcards Are Inexpensive

Postcards are simple and inexpensive to use. You can print them for just a few cents each. And in the US You can even send postcards by First Class Mail for only 26 cents. That's 37 percent less than the postage for letters.

You get this special reduced postage rate by making the size of your postcards at least 3 1/2 x 5 inches but not over 4 1/4 x 6 inches in size.

6. Postcards are Easy to Test

It's easy to test the profitability of a postcard. Just send it to a small group of prospects to see how many reply. If you're not pleased with the results, revise it and repeat the test. Once you're happy with the results you can send out a larger mailing.

7. Competitors Can't Copy Your Postcard Marketing System

Competitors can't copy your system and use it to compete against you like they can (and always do) with other types of advertising.

One or two competitors may see your marketing postcard ...but that's all they will know about what you're doing. They won't know what lists you're using, how many postcards you mail, how often you send postcards or anything else about your postcard program.

There are many more advantages to marketing with postcards. But these 7 should be enough to get you thinking about them. If you never used postcards to promote your business or if you haven't used them recently, test them now. You'll be surprised at how well they work in the 21st century.

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Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

Image is everything! What’s your customer’s perception?
by Tarsha Polk © 2007

When was the last time you took a long hard look at your company’s image? When customers visit your place of business or contact customer service, is your image carried throughout? Your company’s image is important to establishing repeat customers and loyal buyers. By definition, company or corporate image refers to how a company is perceived. It is a generally accepted image of what a company "stands for".

The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.

Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.

Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?

A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.

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Tarsha Polk (The Marketing Lady) is a small business marketing coach and consultant. She can be reached at http://www.themarketinglady.com.