CASE STUDY: ArtofSelfPromotion.com
*Simple Postcards Give Big Bang for the Buck:
ArtofSelfPromotion.com
So-called "double postcards" (built so you can tear off one
half to mail back for a free trial subscription) have
been a staple of traditional magazine and newsletter
marketing for two decades. So we were fascinated to learn
how single postcards are working for online publisher Ilise
Benun of http://www.artofselfpromotion.com.
Campaign: a total of 3,500 postcards mailed to house lists
of former subscribers; included in new subscriber “welcome”
packages; and handed out at events where Ilise is a
speaker. “I only give them to people who know who I am, it
increases response.”
Creative: Benun says, “I really object to this idea that
you can build traffic without giving reason to people of
why they would go to your site. Don’t just give them your
URL and expect floodgates to open. Tell them what they’ll
find there, and then they’ll decide if they want to go.”
Her postcard (printed an eye-catching bright red on the
“picture” side with her domain name in white lettering)
uses the message side to list reasons for people to visit
the site including: “download free how-to marketing
articles,” “access small business resource links,” and
“sign up for free Quick Online Marketing Tips.”
Notes: Benun thinks other marketers should hand out
postcards instead of business cards at events. “Business
cards are too small, they get lost and people already have
stacks of them from strangers. Flyers are too big. A
postcard is just the perfect size for this piece of
information, which is, Go to my Web site!”
She also suggests publishers (and ecommerce stores) include
more than one copy of a postcard in fulfillment packages
mailed out to subscribers and buyers: “A postcard is an
easy thing for customers to hand out to their friends and
colleagues. It makes word-of-mouth referrals easier.”
Cost & Vendor: Total was around $400 at Printing.com, a
company specializing in printing postcards for Web sites.
Ilise is a big fan and we are too. To check out their low-
cost services (yes they’ll even do art for you included in
the flat price) go to:
http://www.printing.com/affiliate.asp?site=m-sherpa
Note: Printing.com just sold their domain to an
unnamed buyer that currently only services the United Kingdom and Europe.
