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Leo B. Domapias
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OK, here’s a question from a certified marketing ignoramus---me!

On another thread, I read about postcards and how effective they are as a marketing tool.

In my country, I’m sure not a single performer has used or is using postcards to get gigs, keep in contact with past customers, cold call, etc.

You may not believe this, but I’ve not yet seen a sample marketing postcard in my whole life. (If I have, I might not have paid attention to it.) I just read about it on the Magic Café and other online forums, so forgive me if I sound as if I’ve just come out of a cave.

My questions are: what goes on a postcard? A sales pitch or something subtler?

How does it work? Are they sent sequentially or periodically?

What rules of thumb to follow when employing postcard marketing?

I’d appreciate very much any help to enlighten me…

Ben Benjay
Manila, Philippines
jlibby
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Postcards can be used for all kinds of things. I love using them for lead generation! Also, I don't know what postal rates are like in the Philppines, but the U.S. postage for cards is roughly 2/3 what it is for a letter. Much cheaper to do a lead generation mailing.

Postcards are very versatile; they can direct someone to your website, direct them to contact you for an information package, they can be mini-newsletters, etc.

I think people will read a postcard, whereas they might dump a letter without opening it (they might dump the card, too, but I'll bet they'll read it first.). I also think they're easy to keep on file; many times someone will call me about a show months (or even a year) after I sent a card.

If no other entertainer in the Philippines is using postcards, you'll have a definite marketing edge.

See ya!
Joe L.

Incidentally, for my friends here in the USA, you can send postcards online via the Postal Service website at http://www.usps.com. A simple B&W postcard can be mailed for about .24 or .25 each. That includes printing, addressing AND postage. It's a bargain and a real time saver!

See ya!
Joe L.
International Motivational Speaker & Entertainer; Helps you get ROCK-STAR RESULTS for your event!

For your gifts and free trainings, visit:
https://JoeLibbySeminars.com
MagicCoach
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Something that isn't mentioned often about postcard marketing is that more than one person often reads them.

Delivered to an office they might get read in the mail room, in a common area etc.
Also, if your design is clever/attractive, they may pin the card up for a while on a notice board, workstation etc or show it around. Puzzles, Optical Illusions etc are good for this.

Compare that to a sealed letter.

As mentioned, you may well stand out
if you are the only person using them.

Also good for a quick thankyou notes etc.
I love them and have used many different ones over the years. I guess that why I'm attracted to the audiopostcard idea as well. (see link below)
magic4u02
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Great post as I also was intersted in learning more about postcard marketing for lead generating to possible new clients. it certainly seems like the way to go in most cases as it keeps cost down and most people tend to at leats read them.

I would like to know what are some of the do's and don'ts in terms of what you say (copy) on the Lead Generation postcards.

What have others used or tried that has worked for them for lead generation type of psot card mailings?

Is more copy better then little copy?

Is listings your benefits better them telling them all about you?

Do you give them a discount or coupon if they use the card or book through your site?

Do you give them some sort of action step to take?

Sorry for the many questions here, but it is all a part of my new found appreciation and learning of marketing for magic and I do want to learn as much as I possibly can.

If anyone has any samples of postcards they have done, or copy on the cards that have worked for them, I would really appreciate receiving them. Thanks in advance.
Kyle Peron

http://www.kylekellymagic.com

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http://kpmagicproducts.com

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jlibby
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You can include features, but definitely benefits!

I've tried several different types of cards: cards as LG ads, mini LG letters, even mini sales letters. I've gotten decent or better response from all of them. Unfortunately, I haven't tracked my results that closely, so I can't really tell you if one works better than another (shame on me!).

Absolutely include a call to action! Direct them to call, email, visit your website, or all of the above.

I haven't tried using the card as a discount coupon, but there's no reason you couldn't test the idea.

See ya!
Joe L.
International Motivational Speaker & Entertainer; Helps you get ROCK-STAR RESULTS for your event!

For your gifts and free trainings, visit:
https://JoeLibbySeminars.com
magic4u02
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Joe:
Thanks for your great ideas. I have always used letters up to this point, but the postcards really seem like a great way to do my lead generation and at a fraction of the cost. I certainly want to give it a try. Do you still have any samples I may be able to see? Or any copy on the postcards I could review? I would appreciate it if that would be ok.

It sounds very encouraging that you have gotten favorable returns on almost any of your postcard mailings.

I guess the locgical thing to do is have a nicely designed postcard that attracts attention and on the back have copy that:

- explains who you are
- states a few features of the show
- states a lot of the benefits to them
- gives them a call to action

Does that sound about right for a lead generation postcard? Any and all ideas regarding copy for lead generation postcards would be helpful.
Kyle Peron

http://www.kylekellymagic.com

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http://kpmagicproducts.com

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R2
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Feel free to email myself Kyle?
I'll send you a exact duplicate of the postcard that started to generate the leads I desired. I tried several different styles, colours, catchy USP's and benefits.

I kept testing new ideas, changing this and changing that until one postcard started generating hot leads.

Here is what I have done when I moved into a new area where I wasn't established.

Before you read this just know that I have in the past purchased a compiled list of clients based upon, income levels, zip codes and children in the household.

Here is what worked better for myself.

Step One- Design your postcard.
I include this in my postcard;
Heading in BOLD lettering (Problem)
(Solution)in a size just under my (Problem)size
(Benefits) to back up my solution along with my Logo and title.

(A call to action) with various contact forms made available. Don't forget the call to action. This isn't the time to be shy and forget the payoff!

(Colourful image) of myself in action.

I left a small space so that I could personalize each one with a simple handwritten message.

Step Two;
Save yourself the mailing list expense and get yourself the Ole' Phonebook.

I went into the white business pages and read each listing looking for these groups. I chose these groups because although, I do private performances these target groups have the financial means to book the larger shows I offer while also giving me the visibility that these offices have due to having a staff instead of just mom & pop.

The postcards were being passed around amongst the staff before finally being passed along to the Program Director or Proffessional. I also recieved calls requesting more postcards for some staff members.

I started booking the gigs and this greatly increased my establishment time by creating the perception of doing lots of work in the area. This perception was created by the quality of the postcard and the money required to mail them out in the customer's mind.

This put me on a fast track to getting the gigs that created the gigs. I book shows from my shows. It's always a LIVe commercial and this starts the chain which creates the word of mouth YOU need to get things really started.

I could go on and on but, to sum things up do this.

Get a postcard made.
Get yourself the phone book
Buy some 23 cent stamps
Fill in the address and be prepared to field the calls with your pitch.

Be sure to have an answering machine or cell phone discussion time.

IT really works this method of mine!
Best of fortunes, r2

Family Doctors
Pediatricians
Children's Help and Health Groups
Boy Scouts
Girl Scouts
Big Brothers & Big Sister Groups
Family Dentists
Party Planners
Talent Agents
Day Care with multiple branches

I don't want to understate that you MUST have a means of recieving or fielding calls during the daytime business hours.

Remember? These target groups are recieving your postcard on their turf and time. They will call you during the business day when time permits. Yes, some will call during the evening but, for the most part they call during the afternoon in my experience.

I also sent them out to each school listed in the phonebook. The white pages include the zip codes required to get them there. I also took the time to get the proper names of the Parent Teacher's Organization President and the School Principal.

For the most part, you need an educational program to book a school assembly show. Here in El Paso in addition to educational programs, I have booked fund raisers for student/teacher field trips and also after school programs for fund raising. I was asked specifically for these shows to perform just magic.
So it isn't absolutely necessary to have an educational program. Just be prepared and professional.

Remember that the postcard is just one means of contact. It isn't my exclusive means of keeping my name in their minds. Studies have shown that it takes on an average five times of having seen your pitch for them to finally give in and call.

The postcard is just the initial means of contact. For a hot lead, I follow up with my brochure and some letters of reference.

Here are some tips in creating your postcards or ads.
Remember these are based upon my personal experience?

*Create a higher response with a Great Offer.
(Incentives will create some reasons to make contact)
* The word FREE always works. The better the deal the better the response
* Ask yourself, "Why would I respond to my own ad?"
* KISS Keep it simple silly!
* Make your offer clear; try to avoid a cluttered look
with too much information
* Use Bright colours
* Repetition brings the NAME recognition YOU need.
(Advertise, advertise, advertise)
* If your postcard or ad pulls in the hot leads, keep
running it. If it doesn't then don't be afraid to
change it and run it again.

Remember folks, Advertising is an INVESTMENT! The profits take care of themselves over an extended period of time. If you don't advertise....NOTHING will happen!

Often times you will see or hear of someone else getting the booking you feel you should have recieved.
You do realize is that even though your show might be considered more entertaining than thiers is that they weren't fearful of taking action.

Often times we fail to take action because we are concerned that no one will call on us and both money and time will be wasted on an endeavour.

ACT....act....ACT.....NOW!
magic4u02
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Thanks a million for your postcard information. It is something I want to do more of this fall and I want to start researching things now.

I would love to see a sample of the card or cards that you use that have generated the best responses for you. Thanks again.

PS: You might want to clean out your PM area as it says your full. =)

Kyle
Kyle Peron

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R2
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Kyle? Email me your postal address?
"Your mailbox if full!" Hey I don't say unkind things about you?

I'll see you in July!r2
Bill Hegbli
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I believe it was Bruce Postgate that wrote a lecture on mailing. Post cards were in it. He made a campaign out of his postcards. Mailing a different one every 2 weeks.

I have used post cards since postage has skyrocketed. I use a picture post card on on the back half for address and half for comments.

Basicly, It tell who, what, where, why, and to call for a brochure and more information.

Ed Harris of Clip Art fame also designed and sold a sheet with 5 post cards on it to prospect, re-assure your show date and thank the client. This is what started me on this form of prospecting.
Vietnam Veteran 1967, Sgt. E-5

Graduate of Chavez College of Prestidigitation and Showmanship

"Magic With A Twist Of Comedy"
hugmagic
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I have been using postcards for Christmas cards, sales leads, thank you for shows, and a number of things for about 6 years.

Each year I come up with photo mainly for the Christmas card. 2500 of them will run about $175. Postage is cheaper than regular cards so it is a win win situation.

I now have about 5 different cards I can use. On the back is just my name and address and website. The front is the full color photo with the Hughes Magic name.

Now if I need a thank you card , I just run the backside through my printer and I have a thank you card. If I need a sales lead card, the same. You get the idea. Of course, you need to be able to layout and design a little bit for the printer.
Richard E. Hughes, Hughes Magic Inc., 352 N. Prospect St., Ravenna, OH 44266 (330)296-4023
www.hughesmagic.com
email-hugmagic@raex.com
Write direct as I will be turning off my PM's.
R2
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Does anyone else care to share their experiences using postcards?
NJJ
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I've never used them myself but I have FEATURED on one!

In my clowning days I got paid $500 to pose for a photo outside a venue. When the thing card come out (an ad for venue) it said "The best venue might right under your nose!" You could then scratch my nose and win a prize!

There is some companies that give these away for free in restuarants etc. The cleverer, the better!

I was thinking of getting some printed as Magic Licenses for kids!
magic4u02
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I have not done much with postcards yet but I plan on doing more this coming year. I think it would be a great way to touch base with some past clients through out the year.

Currently I have designed postcards for other magicians and have designed 2 of them for myself so I can use them after the show to sign autographs for the kids. They almost become trading cards and the kids tend to hold on to them and show mom and dad.

If anyone cares to see a sample of this card design, I would be happy to share it with you. Just PM me or e-mail me at: magic4u02@aol.com

Kyle
Kyle Peron

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MagicalPirate
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I have found from experience the postcards cause the phone to ring much quicker than an envelope mailing and seem to have better conversion.

Martin Smile
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Bokken
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If you're running your magic act as a business, then it's important to treat the various aspects AS a business as well. Anytime you plan to run a marketing campaign there are a number of things that you should keep in mind.

First and foremost you need to have a clear definition of the goal you are trying to accomplish. "I want to book more shows" is not really clear goal, but a vague concept. How many shows would you like to have? per week? month? year? What SPECIFIC increase are you looking to generate using the given method (20% more shows per month/10% increase in profit levels/etc) To whom are you sending the marketing materials and why? What are they like? needs? wants? desires? attitudes? In setting this goal make sure that it is attainable. You want to reach a little beyond your grasp, but not so far away that you will discourage yourself by not meeting the goal.

The results of your marketing also MUST be measurable. Keeping detailed track of all costs to you is crucial for any busines, but also the results that are generated from the particular activity you are following. If you aren't measuring your results then you can't refine the method, and won't know with any certainty to what level you are succeeding with a given tactic. The definition of insane is doing the same thing over and over again but expecting a different result.

Ideally this goal should also be time bound, or the target you are aiming for won't have any reference. (By this I mean that you want to attain that goal within a specific amount of time.)

You need to be constantly reassessing your results/costs/time used/etc, and the only reliable way to do this is to be meticulous in how you track it. Having a system that you follow in doing this will make it simple do, and will help you keep consistent in your methods.

Sorry if that sounded preachy, but I've made enough little mistakes like this over time that I hope someone else can benefit by the expense Smile

Dave
Decomposed
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What about a business card stapled or taped to the back of a generic post card? If the business card has your photo of course. Just some handwritten greeting and your card.

This certainly is a good idea. The letters have become a pain.
Brent W
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I have been usinf postcards for over a year now when booking my mentalism act. Really a great way to gain prospects.
Decomposed
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I go to a major post office this morning after working all night. I ask for 25 post cards. Guy looks in his drawer and says he has to go to the back. He comes out and says all he has are 5 cards. Now that's the way to run a business:) A post office that has 5 post cards. I was too tired to go to another PO.

I bought two glue sticks and put my business card at the bottom and hand wrote a message to the daycare on each. Dropped them in the mailbox.
Tony S
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There is a lot of good information here about using postcards. I think I'll add postcards to my marketing plan and see how it works out.
We are all about as successful as we choose to be.



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