Postcards are a handy and often inexpensive way to get your name out there and stay in touch. You can use them for a variety of things such as a first contact vehicle, announcing a move or a new service. Some folks like to use them as a leave behind or a follow up after a meeting.

When I was working under the Tortorella Design moniker, I used a postcard campaign as an introduction to prospects that I wanted to add to the ‘ole client roster. Mine were oversized – 8.5″ x 5.5″ and printed full color on one side and black & white on the reverse side. The campaign consists of four postcards. I traded services with a local printer who I’ve worked with for several years. A barter deal like this might be just the ticket for you, too.

All I was trying to do with the postcards was to gain some name recognition. To accomplish that, I played off the fact that folks are always screwing up my surname. So, with tongue in cheek, I got together with my main writer guy and we came up with the copy. By the way, I also traded services with him. Gotta love it! If you’d like to see the series, just click here and you’ll be whisked away to the group on my site.

I gathered my prospect contact info and mailed out one card each week for four weeks. I timed the mailing so they’ll receive them midweek. Mondays and Fridays are bad, since folks are getting over the weekend or looking forward to it. During the fifth week I made follow up phone calls and asked for an appointment to see if there’s a good fit.

The trick here is to first pre-qualify the prospects as best you can. You’ll do more qualifying when you follow up. Next, keep the mailing small for this type of campaign. I did these in groups of 20 - 25. I’ve learned that’s about the most I could handle at a time for the follow up calls. For this type of campaign, it’s important to remember that if you don’t follow up you’re potentially wasting your time and money. So, work toward keeping it manageable.

This technique worked pretty well for me. I also asked folks if I can add them to my contact list for e-mailed news releases and little ditties I send out periodically like links to articles, useful sites I find, etc.

For more info about the pleasures of postcarding, visit the Postcard Queen, Martha Retallick’s site, Postcard Marketing Secrets. Martha offers up a boat load of resources and information to help get you on your way.

Until the next
Marketing Minute
all the best,
nt