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Postcard Marketing Part 2:
5 Steps for Getting More Buyers
 Last week you learned how to target your best buyers and create objectives for your postcard campaign.
Today, we look at how to create content that gets your customer to act on your offer, whether it's for a special product or service or a free report to grow your e-mail list.
One Option for Postcard Content: Solve a Problem
Whether you target prospects or current customers, the best way to get their attention is to solve a problem for them. The key is to know your audience well enough, to understand what they are worried about. Don't go with the first thing that pops into your mind. Keep asking yourself "So What?" until you get to the emotional core.
1. Identify your audience- Whether you purchase a list of likely prospects or target your current customers, you must know exactly who your reader is and what's causing them fear or frustration.
2. Present a problem- Focus each postcard on just one problem. Think about the things you have done to make a customer's life easier, less filled with pain. Be as specific as you can. You won't always hit the reader with a problem they have right now, but over time you likely will.
3. Tie the problem to an emotion- Don't be afraid of stirring up feelings. People want a way out of their pain. Speak to the gut and follow up later with the logic.
4. Solve the problem with emotional benefits- If it's fear your target customer is feeling, offer a brilliant solution that brings freedom from that fear. Paint a picture of it.
5. Include a call to action- Ask them to take the next step: call the 1-800 number, go to your website to order the free report that solves their problem, or whatever. John Jantsch of Duct Tape Marketing suggests that you also ask your reader/customer to forward the card to someone they know who might have a similar problem. Get those word-of-mouth referrals going.
How It Works:
Example 1:
Business: Real estate
Problem: Is your child afraid of leaving her friends and starting in a new school?
Solution: We'll relocate you by June so she has a new best friend by September.
Call to Action: Call 1-800-332-1716 to get our free Relocation Guide.
Example 2:
Business: Web marketing
Problem: Losing your website visitors before they click the "BUY" button?
Solution: We have a "One-Page Web Traffic Conversion Guide." And it's free.
Call to Action: For your free guide, call 1-800-788-4161 or email guide@yourwebguys.com.
The key to a postcard campaign is frequency. Don't send it out once and expect the sales to pour in. If you mail monthly for six months and solve a different problem each time, you'll get better results.
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