| Okay. So you know that the most effective direct mail | | | | writing each postcard by hand, because you won't |
| campaign involves an address that at least appears to | | | | have to. |
| be handwritten and a live stamp - as opposed to | | | | In fact, right here, right now, while you're reading this |
| preprinted labels. | | | | article you can create a message that will totally |
| But did you realize that the message on the back | | | | knock the socks off your customers and have them |
| would be monumentally more effective if you could | | | | ringing your phone faster than you can say "I want to |
| somewhere make it look more personal - with | | | | buy your house!" |
| handwriting - as well? | | | | Start by taking a piece of what computer paper - 8 |
| In fact, direct-marketing experience tells us over and | | | | ½ inches by 11 inches. Now fold it in half in one |
| over again (yeah, it really does shout at us!) that the | | | | direction - either on the vertical axis or the horizontal. |
| most effective campaigns are those that appear to | | | | Now fold it again in the opposite direction. When you |
| come from the "Mom and Pop" enterprises. | | | | open it you should have creases that create four |
| While, as a business owner, you may want to have | | | | equal spaces. |
| your firm look professional and polished.That very | | | | These "spaces" are just about the size of postcards. |
| same look, though, can drive your customers away in | | | | And that's exactly what you're going to use them as - |
| a direct-mail campaign. Don't ask me why. No "expert" | | | | eventually. |
| has ever given a reason. | | | | Now, grab a black felt-tip pen. Handwrite a quick |
| Personally, I think it has to do with trust. A "Mom and | | | | message that conveys your intent in your mailing in |
| Pop" firm is more likely to keep its promise and give | | | | each "postcard space." It could be as simple as "I want |
| the average person a fair deal. Besides, slick | | | | to buy your house. Call me. Ryan." With your phone |
| professional brochures and polished postcards just feel | | | | number. |
| impersonal, which is the direct antithesis of a | | | | Or you could make it look a little more personal and |
| direct-response mailing. | | | | say, "Was passing by, loved your house. Would love to |
| To highlight the personalization of postcards, many real | | | | buy it. Interested? Call me." Put the message on all four |
| estate marketers insist that they always hand address | | | | "postcard squares." |
| their postcards and place a live stamp on them. | | | | Take this to an office supply or duplicating |
| But,now, thanks to this clever idea, you can go one | | | | establishment. Have them copy this page on card |
| step further. What if your potential customers received | | | | stock - yellow if you like. Next, address and stamp |
| what appeared to be a "handwritten" post card from | | | | them. |
| you? With a very personal message. | | | | Send them off! Yes, it's that easy! |
| Not only is this an original idea in the area of mailing | | | | I'm betting it'll be one of the most effective postcard |
| postcards, it falls right in line with the cardinal | | | | campaigns you've ever created for your real estate |
| suggestions. Your face needn't fall at the thought of | | | | investing business! |