Postcards are easy to print and cheap to mail. A client of ours launched a million dollar business with 10,000 postcards – for a cost of $390. He didn’t even need to pay for postage – a joint venture publishing partner agreed to include the postcards within the pages of his magazine and then he mailed them out to his list.

Copywriter Dean Rieck says small businesses can even get postcards printed through online printers and then do the stamps and labels themselves. “Just be sure to talk to your printer first to determine the most efficient size for printing so you get the most for your money. Postcards are particularly good for generating a quick phone call or for driving people to your website.”

With the limited space on a postcard, it’s important to make the offer simple and direct. The website address and the phone number need to be printed in bold to ensure they stand out. “Telling people what you want them to do and how to do it is the best way to maximise response.”

Flyers

Flyers are another simple and cheap form of direct mail. “Print up a flyer on ordinary paper, fold it, affix a mailing label and a stamp, and throw it in the mail,” says Rieck. “This kind of guerrilla tactic is dirt cheap and can produce fantastic results for all kinds of businesses.” When people’s letterboxes are filled with glossy brochures and thick catalogues, a simple flyer from a local business can really stand out, he says.

Invitations

Mailing invitations to prospects is a clever way of presenting an offer in a personalised way. Whether you choose to send the invitation via a letter, postcard or flyer, you just need to begin with the words ‘You are invited to…’ and then provide the details of the event. “The key is to make people feel that they are special and not everyone is being invited,” says Rieck. “Once they get there, your salespeople can go to work.”

Follow-up

Once you’ve got the leads, follow-up is essential, says Jay. “Give people the information they request quickly. If you respond fast, people are impressed. You get the edge on your competitors because they probably won’t send out the information quickly and they probably won’t follow-up.”

Rieck agrees. “No matter what direct mail tool you use to generate leads, remember to follow up quickly once you get the lead. Hot leads cool off quickly. Give your leads to the salespeople and make sure they understand what was offered so they can follow up with a phone call.”