Business History Books » Business Consultant » A postcard mailing guaranteed to get noticed
A postcard mailing guaranteed to get noticed
Question:
>This is great, but am interested if he mentioned other than the recipient >comments what it did for his business.
— Slutsky went on to mention that a 3rd mailing went out (a sales letter) and that’s what got the response. Unfortunately, no statistics were published. Victor R. Urbach OOOOO OOOOO OOOOOO OOOOO OOO OO OO Optran Corporation OO OO OO OO OO OO OO OO OO OOO OO Direct Response Mktg OO OO OOOOO OO OOOO OOOOOOO OO OO OO http://www.optran.com OO OO OO OO OO OO OO OO OO OOO vrurbach_mmyy OOOOO OO OO OO OO OO OO OO OO (at) optran.com
Response:
>Victor Urbach writes: >A Manhattan lingerie shop had a stencil made for painting on the >sidewalk. They’d go around the city and put this message right >in the >middle of the sidewalk: > "From down here it looks like you need some new underwear!" >I’m now struggling to figure out how to adapt this to another >niche >business. Any ideas?
Re: translating the concept of the lingerie ad painted on the sidewalk to other niches: IMO, the reason this is so effective is because for once, the ad recipient is being asked to focus on his/her situation, and not the product. To me, typical ads focus too much on the product / service being offered. We are all getting jaded by this kind of advertising, and we end up in a trance of sorts, designed to filter out the barrage of messages. But this technique jolts us from our trance, and forces us (briefly) to pay attention to something in our immediate surroundings. Depending on the niche involved, similar tactics can be employed, for example: 1. Carpet Cleaning firm: sales letter which when opened, says, "Hey I can get that stain out, the one over there by the kitchen, and those drapes will look much nicer when I finish steam cleaning them." etc. 2. Furniture sales: sales letter reads "Man, I know this is your favorite chair and all, but I promise you there is a much nicer, more comfortable one down here at Furniture World." 3. How about a cable TV service: sales letter which reads "I’d be reading junk mail too if I only had three channels to watch (sign up now and get movie channels with NO JUNK MAIL or commercials!)" Anything which draws attention to the recipients immediate surroundings should be effective in breaking the trance. Very interesting idea, thanks for sharing, Victor! WorldWide Guide, Inc. http://www.WorldWideGuide.com mailto:GuideList(at)WorldWideGuide.com for a list of FREE Internet Reports. Internet Instructional materials, Training, Consulting.
Response:
Snip > Then, a few weeks later, the realtor sent a second mailing in an > envelope containing a crumpled and flattened duplicate version of the > *first* postcard along with a note that read, > "Please don’t throw this out again."
Thank you! This is brilliant – I am in the process of struggling over a follow up to a recent mailing…. finally, a solution! — Regards Aidan
Response:
>Thank you! This is brilliant – I am in the process of struggling over a >follow up to a recent mailing…. finally, a solution!
You’re welcome Aidan. You guys want more? Here’s a super low cost marketing method I got from the Guerilla marketing newsletter: A Manhattan lingerie shop had a stencil made for painting on the sidewalk. They’d go around the city and put this message right in the middle of the sidewalk: "From down here it looks like you need some new underwear!" Clever, no? I’m now struggling to figure out how to adapt this to another niche business. Any ideas? Victor R. Urbach OOOOO OOOOO OOOOOO OOOOO OOO OO OO Optran Corporation OO OO OO OO OO OO OO OO OO OOO OO Direct Response Mktg OO OO OOOOO OO OOOO OOOOOOO OO OO OO http://www.optran.com OO OO OO OO OO OO OO OO OO OOO vrurbach_mmyy OOOOO OO OO OO OO OO OO OO OO (at) optran.com
Response:
> I came across something really clever that I’d like to share with you; > a postcard mailing *guaranteed* to get noticed. > Jeff Slutsky, in his book "Streetfighter Marketing" > (Lexington Books, 1995),
[Snip] > The response from recipients was, "How did this guy get back the > postcard that we trashed?"
This is great, but am interested if he mentioned other than the recipient comments what it did for his business. — John Gerits [R.I.P.] Diana, Princess of Wales (1961-1997) Born a lady, became a princess, died a legend
Response:
Victor Urbach writes: >A Manhattan lingerie shop had a stencil made for painting on the >sidewalk. They’d go around the city and put this message right >in the
middle of the sidewalk: > "From down here it looks like you need some new underwear!" >Clever, no? >I’m now struggling to figure out how to adapt this to another >niche
business. Any ideas? This would work equally as well for a shoe repair shop… perhaps even for nose hair clippers <g> LMD Enterprises… your link to the world Lauren Denissen, Internet Marketing Consultant Specializing in traffic generation through personalized design and promotion. Visit our site at http://www.lmdenterprises.com
Response:
I came across something really clever that I’d like to share with you; a postcard mailing *guaranteed* to get noticed. Jeff Slutsky, in his book "Streetfighter Marketing" (Lexington Books, 1995), came up with a brilliant idea for a postcard mailing. A realtor sent out an ordinary postcard that offered something like a free home warranty if you bought or listed a house with them. He doesn’t say exactly what kind of response this brought in — but my guess is: not much. Then, a few weeks later, the realtor sent a second mailing in an envelope containing a crumpled and flattened duplicate version of the *first* postcard along with a note that read, "Please don’t throw this out again." The response from recipients was, "How did this guy get back the postcard that we trashed?" I *love* this! Victor R. Urbach OOOOO OOOOO OOOOOO OOOOO OOO OO OO Optran Corporation OO OO OO OO OO OO OO OO OO OOO OO Direct Response Mktg OO OO OOOOO OO OOOO OOOOOOO OO OO OO http://www.optran.com OO OO OO OO OO OO OO OO OO OOO vrurbach_mmyy OOOOO OO OO OO OO OO OO OO OO (at) optran.com