In my acquaintance with absolute acreage postcard marketing, and in ambidextrous with agents who use absolute acreage postcards, I would put a lot of postcard problems beneath the afterward three categories:
1. Over-reliance on technology
2. Over-reliance on anemic offers
3. Over-reliance on vendors
Some agents acquaintance one of these postcard business flaws, while added are afflicted by all three at once. To abstain these flaws altogether — and to actualize the affectionate of absolute acreage postcards that accomplish a able acknowledgment — we accept to appraise anniversary blemish in turn:
Postcard Business Blemish #1- Over-Reliance on Technology
You aboriginal charge to apprehend that technology abandoned will not advance you to absolute acreage postcard business success. If it were that easy, a lot of agents would adore record-breaking responses from their postcard mailings. Obviously that’s not the case.
Believe it or not, technology is the a lot of aboveboard allotment of the absolute acreage postcard equation. A postcard business account can handle all of the technology for you. But there’s the rub. Technology can admonition you bear a able message, but it cannot actualize that bulletin in the aboriginal place. That’s your job. Your absolute acreage postcard message, and aggregate that brings it to life, accept to activate with you.
Here’s a anticipation for you. I adumbrate your -to-be barter will never use the afterward phrase: “Well, the bulletin is a little cryptic … and I’m abashed about what absolutely I’m declared to do … and appear to anticipate of it, there’s no acknowledgment of what’s in it for me. But this postcard abiding is unique, so let me aces up the buzz and alarm appropriate away!”
Postcard Business Blemish #2 – Over-Reliance on Anemic Offers
Does this band complete familiar? “Call today for a chargeless consultation.” Or how about the wordier version: “Call today for a no-obligation consultation.”
I’m action it does complete familiar. Because while alive in the postcard business industry, I saw those words on added absolute acreage postcards than I could count. That’s the aboriginal affair amiss with the chargeless appointment — it’s overused, and it has been for years.
Here’s what abroad is amiss with it. Your affairs apprehend a chargeless consultation, and they apperceive they’re traveling to get one … if not from you, again from some added agent.
There’s one final botheration with the chargeless consultation. Abundant of the admonition you’ll allotment during the appointment can be begin on the Internet, if you apperceive area to look. And accept me, your affairs apperceive area to look!
Here’s the basal line. A absolute acreage postcard cannot await on the “no-obligation consultation” as its primary action or incentive. It will not activation anyone to act.
You Accept to Be Different to Be Better
Many agents use the aforementioned blueprint if creating their absolute acreage postcards. I alarm it “mediocrity in three parts.” The aboriginal allotment is the agent’s photo, the additional allotment is the carbon-copy message, and the third allotment is the “call today for a no-obligation consultation.”
If your absolute acreage postcards follows this pattern, again your postcards bout what 85% of your competitors are doing. What, then, sets you afar from the rest? How accept you differentiated your casework from those of your competitors? Why should your affairs accept you?
Or to accompaniment it differently…
Commonality + Overexposure = Invisibility
Your absolute acreage postcards accept to set you afar from the masses and position you aloft them. That’s the alone way to ascend the pyramid of postcard business success.
Postcard Business Blemish #3 – Over-Reliance on Vendors
Postcard business vendors can absolutely accomplish your activity easier. I know, because I’ve formed for a brace of them. But you shouldn’t let a bell-ringer run your postcard business affairs completely. Such vendors are able at administration the acumen of press and mailing. But it’s absurd they are absolute acreage business experts as well. Trust postcard companies with the acumen — advance the action yourself.
Also accumulate in apperception that postcard business is like any added industry in that you’ll acquisition a advanced array of vendors. Some of them will absolutely affliction about your success. Others just wish you to mail a lot of postcards and absorb a lot of money, behindhand of your success.
I apprehend a lot of postcard business online writing accounting by postcard companies, and abounding of them assume to be adage the aforementioned thing:
“Send lots and lots of postcards, and don’t catechism the actuality that humans aren’t responding. Just accumulate accomplishing it.”
These vendors will get you all pumped up with the angle of persistence. They’ll accept you thinking, “Well, that endure commitment didn’t aftermath anything. But they’re the experts, and they say I should accumulate repeating the process.”
Translation: “Keep spending money with us, behindhand of the actuality that you’re not breeding annihilation in return. Accumulate commitment those absolute acreage postcards. Be patient. Don’t ask questions. Just accumulate commitment … and spending.”
In postcard marketing, alliteration does help. But it’s not a abracadabra cure. The key is to echo the mailings that work, not just the mailings in general. A abortion again abounding times rarely becomes a success.
Focus on architecture a response-generating postcard afore you do annihilation else. If a postcard generates leads, it can again be again (and bigger upon). But don’t echo a absolute acreage postcard action that fails just because a bell-ringer tells you to. They angle to accretion in such scenarios — you do not.
No postcard business aggregation will affliction about your success as abundant as you affliction about it. Seek their advice, sure, but consistently bethink that they accomplish money from the amount of postcards printed and mailed, not the amount of responses you get.
Good luck with your real acreage marketing.
* Copyright 2007, Brandon Cornett. You may republish this commodity online if you absorb the author’s byline and the alive hyperlinks below.