Post Card
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IMAX Coasters with Stand
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DescriptionIMAX Coasters with Stand. An accessory inspired by the well-seasoned traveler for the well-appointed home! A decorative and unique accessory. A decorative and unique accessory. |
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Acrylic Recipe Card Holder (4" X 6")
Sale Price: $4.95 |
DescriptionThese handy holders display and protect treasured recipes. Holds 4" X 6" Recipe Card, Photo or Place Card. |
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American Expedition Wildlife 18-Ounce Ceramic Mug
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DescriptionThese popular Stoneware coffee mugs have become a gift industry staple. This attractive, large mug has a capacity of 18-ounces. Each mug is packaged in an attractive sturdy gift box and includes a booklet featuring illustrations and information profiling the product's featured animal. |
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Gulag Orkestar
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DescriptionAll products are BRAND NEW and factory sealed. Fast shipping and 100% Satisfaction Guaranteed. |
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Postcard
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DescriptionAll products are BRAND NEW and factory sealed. Fast shipping and 100% Satisfaction Guaranteed. |
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Postcards Of The Hanging - Grateful Dead Perform The Songs of Bob Dylan
Sale Price: $31.91 |
DescriptionThere are infinite ways to slice-and-dice the Grateful Dead's concert archive--and we'll surely see them all--but an all-Dylan disc is one of the most logical, as Dylan tunes infused Dead setlists for many years... |
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WWF Divas - Postcard from the Caribbean
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DescriptionThis tribute to five ladies of the World Wrestling Federation, feisty "sports entertainers" who aren't quite strippers but also aren't quite wrestlers, is inadvertently summed up in a taunt showcased in the video... |
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Threads from the Quilt: A Biography of L. M. Montgomery
Sale Price: $35.98 |
DescriptionVHS FORMAT BIOGRAPHY Running Time Approximately one half hour |
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NFL Super Bowl XLVI Champions: 2011 New York Giants
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DescriptionIn early December 2011, the New York Giants were in deep trouble, staggered by a four-game losing streak that wiped out a 6-2 start and threatened to keep them out of postseason play. But a decisive win over the Cowboys earned the Giants a division crown on the final day of the season... |
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Postcards from the Edge
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DescriptionBased on the best-selling roman a clef novel by Carrie Fisher (who also wrote the screenplay), this wickedly funny seriocomedy stars Meryl Streep as an actress on the rebound from drug addiction and forced by her studio to be "supervised" by her antagonistic, boozy mother (Shirley MacLaine)... |
Post Cards: Improving Response
Let’s see, where were we… oh yes, you were bitching, er… complaining that your direct mail post card wasn’t large enough to sell your products, and I said you’re right - it isn’t. The ONLY job of your post card is to make the reader pick up the phone and call YOU. Then, YOU sell your products.
To do that, I suggested you offer something FREE. You remember all that - or, were you sleeping like the rest of my students? Or whatever they’re doing when they have their hands in their laps and there is the gentle glow of a cell phone coming from under the desk. Texting perhaps? Playing Tetris?
Rule 14. Offer something FREE
OK, so a FREE CAR is good - everyone would call! But wait… it’s expensive. Damn, I knew there was a reason we didn’t use that. A FREE Mont Blanc pen is nice - but wait, heck that’s expensive, too. I mean, not like a car, but still it’s pretty pricey when you’re sending out a few thousand direct mail post cards. Or a few hundred thousand post cards.
Rule 15. Offer something FREE that’s not so expensive.
Hummm… if there was only something that we could pique the reader’s interest in so keenly, and drive him to the phone. If there were just something, anything, we could describe in one or two lines, so that we made the free offer the reader would want it, need it so badly that if he threw out the post card, he’d wake up in the middle of the night and come running down to get the card out of the trash… and respond.
Oh, if there were only some bit of information that we had, a small piece of the puzzle, some crucial information that he needed so badly that he would call and ask for it; critical information that… what? Wait. Wait just a darn minute here. Information? Did I say “Information?” “Information the reader needs?” That’s it! Information the reader needs. Information he needs badly! By Jove, I think we’ve got it!
Rule 16. Offer Free Information
We’ll offer FREE information. We’ll offer an informational booklet! A FREE informational booklet. They’ll call for that, hummmm… if we can just make it sound useful and incredibly interesting. Maybe there’s a way…
Rule 17. Offer a FREE informational booklet with a catchy title.
Maybe if you write a catchy title —— something your clients really, really want… and need. A title so compelling they’d gladly dive in the trash can to recover if they inadvertently tossed it out earlier. More than that… Something they’d drive across town to find out!
Maybe… Information they’d want so badly they’d swim across the English Channel to get! Information so valuable they’d take my wife… and keep her. OK, never mind that. This last idea was asking just a little too much from anyone.
But certainly offering information readers need and want would generate a phone call.
So, settled! Offer information. Information about how readers can easily resolve their wants; and satisfy their needs, if they just call now. It’s a good thing your products and services can do exactly that. If only we could figure out - how to make them pick up the phone and call…
But wait - How about offering a FREE booklet that has valuable information specific to the needs of your market? Yes!
Yes, with “FREE” written in all capital letters, like this: FREE! Because would you rather have a free booklet, or a FREE booklet. See what I mean. Maybe offering a FREE booklet with a title that has a number of ways readers can solve their most pressing problems?
“How To Solve your 9 Biggest Headaches concerning______.” Excellent! How about “FREE BOOKLET shows you 9 ways to solve your______!” Yes, even better! Just fill in the blank part yourself—with exactly what your customers are looking for, what they need, or how to resolve their areas of pain.
Solve a specific problem: “9 Ways to cut your employee payroll without layoffs!” Yes! “6 Ways to increase your profit in a down economy!” Yes! “12 Different Ways to Find a Leak in your Roof!” YES! “7 Things to Check when your Car won’t Start… and 5 ways to Get it Started!” Yes, yes, and yes!
Don’t forget to tell readers exactly what you want them to do: “Just Call Now and get your FREE booklet!”
Booklets are cheap to produce, easy to change, light to ship and make excellent giveaways that your customers will hold onto for years if you provide valuable information. And they’ll call if you can create the booklet title on target by offering the specific information your direct response market of readers really want.
Rule 18: It’s the TITLE of the booklet that makes it valuable.
The better the title, the better the response. A very simple formula. A FREE booklet with an irresistible title makes readers call.
It’s not really the booklet itself - just the title. They don’t see the booklet until much later, way after they’ve called - so frankly, the booklet doesn’t need to be that great. People call just because of the title. So the title needs to be exceptional.
When readers call, the post card worked. The booklet title made readers pick up the phone. The better the title, the more phone calls you get. The more phone calls you get, the better your direct mail post card worked. And the more opportunities YOU have to sell your products or services. The success of your post card is measured by how many readers call. Simple formula, isn’t it?
And here is a great formula for creating the best headline to increase your success:
Rule 100-to-one, revisited.
The best way to create a title for your FREE informational booklet? Yep… Same way you came up with your headline, and your subheadlines: The 100 to 1 rule: Write 100 titles, go back and pick out your best one. (Remember we struck-up a deal in the first article of this series - you were going to send me 5 bucks each time you used this?) The 100 to 1 Rule is taken from the book written by Jeffrey Dobkin, “Uncommon Marketing Techniques.” It’s the best way to create the most irresistible booklet title. And yes, it works.
7 Point Article Summary
1. Get your post card through the first critical 2-second round of Instant Readership: by having a super-compelling headline, tightly written sub-headlines and outstanding graphics.
2. Get the post card objective right: The objective of the direct mail post card is NOT to sell your product or service, it’s to generate a phone call.
3. Make the phone ring by offering something for free. I mean for FREE (all capitals)!
4. FREE informational booklets work really well.
5. The booklet TITLE drives the response: the number and quality of calls. The title owns 100% of the responsibility of getting the reader to the phone to make the call. The better the title = the more calls.
6. When the phone rings, the post card worked. It did everything it was supposed to do: make your phone ring.
7. Finally, when the phone rings, YOU sell your product or service.
Abstract
Post card marketing and Instant Readership: The better your graphics and the better your headline, the more people will read your post card. The more readers, the more opportunities you have to offer something for FREE. Offering a FREE informational booklet is one of the best, lowest-cost ways to drive maximum phone calls.
The TITLE of your booklet determines the response. The better the booklet title, the more calls you receive. The more calls you receive, the better your direct mail post card has worked. The success of your direct mail post card is determined by the number of your phone calls. The more phone calls, the more opportunities you’ll have to sell your products and services. Any questions?
Jeff Dobkin will now take your questions.
This is the third and final installment of the direct marketing article series on “Glance Readership,” on creating highly responsive direct mail post cards. It was written by Jeffrey Dobkin to help you improve your direct mail response.
Jeff Dobkin will now take your questions.
About the Author
Bio, Jeffrey Dobkin: If you're struggling with poor response from your direct marketing campaign, you can solve this problem and get help fast. Gain an advantage - and get amazing results by reading practical how-to marketing tips. Immediately increase your phone calls - and customers - read articles you can trust by Jeffrey Dobkin. Dobkin has written 4 books on direct marketing (including the cult classic, How To Market A Product for Under $500!) that feature his practical marketing tips and successful direct marketing methods, all scribbled in his own brilliant conversational style of writing. Jeffrey Dobkin can be reached at The Danielle Adams Publishing Company, Phone 610-642-1000. Read more of his articles at http://www.danielleadams.com
Video Post Cards From Iran