Take the guesswork out of direct mail. Start growing your small business to find new customers. Joy Gendusa, owner and CEO of PostcardMania joins us for this not-to-miss Small Business Marketing 101 webinar. Joy delivers the 10 elements you need to know for creating the most effective postcard. She also provides copy and design examples, compelling call to actions and what to expect after you mail. If you’re struggling with ways to stand out and generate buzz, this webinar is for you.

2. Then and Now
Cole Directory
•Published in 1947
•“Blue Book”
•Crisscross directory of addresses
and phone numbers
Invaluable information for:
•Telemarketers
•Debt collectors
•Law enforcement
Today, web-based lead generation for business

4. Features:
• Webinars
• Playbook download
• Articles
• Buddy’s Blog
• Resources

5. Marketing: The 4 P’s of the Marketing Mix
“The conceiving and
packaging and the
moving of a specific
product into public
hands. It means to
prepare and take to
and place on the
market…”
L. Ron Hubbard Policy Letter
“Marketing, Promotion and
Dissemination Defined”

6. Marketing: The 4 P’s of the Marketing Mix
“The conceiving and
packaging and the
moving of a specific
product into public
hands. It means to
prepare and take to
and place on the
market…”
L. Ron Hubbard Policy Letter
“Marketing, Promotion and
Dissemination Defined”

7. Started with 2500
pieces per week…
then jumped to 5000
pieces per week…
now 14 years later
125,000 pieces
per week!

9. Response Rate versus
Return on Investment (ROI)

10. Do you know the
Lifetime Value of a client?
Use our online calculator at
www.postcardmania.com/customer-value

11. Lead Generation Lead Capture Follow Up Closing
The Sale
POSTCARDS PHONECALLS
WEBSITE

12. Anyone who sees
your advertisement
and has some slight
interest.

13. Television
Radio
Direct Mail
Your Website
Google Pay-Per-Click
Billboards
Search Engine Rankings Social Media Public Relations Handouts

14. Pinpoint Your Target Market
Household Income $250,000+ Female with Children

15. Designing a Marketing Piece

16. Design ads with recipient in mind using benefits.
The viewpoint of your target market.
What problem does your service solve for them?

17. 10 Elements of an
Effective Postcard Design

18. 1. A clear and
bold headline.

19. 2. A graphic
that supports
the message.

20. 3. Color that
POPS

21. 4. Subhead
that leads
into text.

22. Benefits, benefits, benefits.
Features Benefits
Cleaning
• Most powerful floor cleaning system • Beautiful, shiny floors in half the time
• 24/7 Service • Appointments that fit your schedule
• Green Products • Products safe for kids and pets
Dental
• 7 Doctors • More Appointment Times Available
• State-of-the-Art Equipment • More Accurate Diagnostic Capabilities
• Thorough Cleanings • Strong, Healthy Teeth and Gums
Insurance
• Great Coverage Available • Protect Your Family & Property
• More Office Locations • Faster Response to An Accident
• We Handle All Types of Coverage • Truly Convenient with All Your Coverage in One Place

23. 5. Benefits.
Benefits.
Benefits.

24. No Offer
6. The offer.

25. No Offer
7. Your
company
name and
logo.

26. No Offer
8. Call to
action.
Call tracking
numbers track
how many calls
you receive from
your campaign.

27. No Offer
9. Contact
information.

28. No Offer
10. Return
address.

29. Questions to Ask Before
Approving a Marketing Piece
• Is the message I want to convey immediately obvious to the reader?
• Will this message resonate with my target market?
• Am I highlighting the benefits or features of my product/service?
• Am I making my prospects an offer they can’t refuse?
• Do I have an easy, direct call-to-action with clear contact information?

30. You Promote…
Then What Happens?

31. Some People…
Call right away

32. Some People…
Call right away Glance at it
and then
throw it away

33. Some People… MOST
PEOPLE
Call right away Glance at it Go to your
and then website
throw it away

34. Some People… MOST
PEOPLE
Call right away Glance at it Go to your Save it for
and then website later
throw it away

35. After some time…
The ones who went
to your website
(if your website is good)

36. After a While…
After some time…
The ones who went Or held on to your
to your website card for later
(if your website is good)

37. After a While…
After some time…
The ones who went Or held on to your Start calling you
to your website card for later
(if your website is good)

38. After a While…
After some time…
The ones who went Or held on to your Start calling you And emailing you
to your website card for later
(if your website is good)

39. Direct Mail 2.0
Code is added to your website.
The code tracks visitors to your site
based on criteria that you set.
(exclude visitors who've already filled out
a form or placed an order, for example)
These visitors see your banner ad
when they browse any site in the
Google Network. (millions of websites)

40. Annapolis Christian Academy Remarketing Case Study
Results
In 13 days, 46 online follow up ad clicks
20,444 online ad impressions
820 people on the online follow up list.

41. Mailing List: Provided list of 400 people within a specific home
development
Mailing Schedule: Mailed to the list of 400 twice, 30 days apart
Response: Several calls, 5 listing appointments, 3 listings contracted, 1 sold
home netting a $7500 commission.”

42. Mailing List: Provided (2,000 business records)
Mailing Schedule: Shipped cards to customer
Response: Signed on four new accounts and made
approximately $8,000 on this $2,000 investment!

43. “One of the essences of PR and promotion is that you have
to pound the same message home time and time again.”
- L. Ron Hubbard, Policy Letter “Repetition of Message”
“A single ad, no matter how compelling,
is almost never enough to sell your product.”
- Seth Godin
“If you don't believe in your product, or if you're not
consistent and regular in the way you promote it, the odds
of succeeding go way down.”
- Jay Levinson, Author of “Guerilla Marketing”

44. © 2012 PostCardMania, Inc. All Rights Reserved.
Quoted material by L. Ron Hubbard: ©
1951,1958, 1961, 1965, 1967, 1974, 1975, 1977, 1979, 1984, 1990, 1991, 2001, 2007 L. Ron Hubbard Library.
Grateful acknowledgment is made to L. Ron Hubbard Library for permission to reproduce selections from the
copyrighted works of L. Ron Hubbard. IA # 12051802