Postcard Marketing Model #19: Build a Reputation in an Industry
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Marcia Yudkin
Apr 22, 2013, 11:55:23 PM4/22/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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Article Title: Postcard Marketing Model #19: Build a Reputation in an Industry
Author: Marcia Yudkin
Word Count: 658
Article URL: http://www.isnare.com/?aid=617208&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=617208
Easy Publish Tool: http://www.isnare.com/html.php?aid=617208
*********************** ARTICLE START ***********************
Let�s suppose that two years from now, you would like to be perceived as an expert within a certain industry. Right now, however, you�re a nobody. To build a reputation, you could write and publish a ground-breaking book. That�s a lot of work! You could put a PR firm on retainer and have them get you into the spotlight. That�s expensive. Or you could carry out an inexpensive postcard campaign that gets you noticed and talked about by the most important people in the industry.
Postcards?
Yes, but not the kind of postcards you are probably thinking of. I don�t mean either the tourist type of postcards, with a colorful scene on one side and space for your message on the other, or advertising postcards, where there�s a cute attention getting message on one side and a special limited-time offer if you do such and such.
I�m referring to content-rich postcards that you may not ever have seen but that have worked really well for some consultants, authors and entrepreneurs that I know. Think of them as a mini-article or mini-newsletter fit onto a postcard. This content positions you memorably in the minds of the postcard recipients, and after they receive 4-6 of these, you become a known and recommendable expert in their minds.
With appropriate design, you can fit up to about 300 words readably and attractively on a postcard. Design guru Chuck Green has a terrific article explaining and showing this kind of postcard design:
http://www.ideabook.com/tutorials/print_design/get_the_news_out_with_a_postca.html
Chuck Green�s sample is modeled after a newsletter, and this sort of a postcard brought in $242,000 in new projects for a client of mine, who sent out just 200 postcards. Note that the newsletter-style postcard does not explicitly sell anything. It merely spotlights the person sending it as a knowledgeable (and creative) expert.
Your content-rich postcard could feature advice, a case study, tantalizing statistics you�ve collected or perspective on an industry problem. You could invite readers of the postcard to learn more by downloading a fuller treatment of the topic at your web site.
The optimum frequency of the postcards is four to six times a year. One expert I know plans, writes and designs a year�s worth at one time so that he is certain to stay on schedule.
Who should receive the postcards? Create a customized list of recipients who fall into these categories:
� your top 10 �wish list� clients
� authors of books on topics related to your area of expertise
� active bloggers in the industry you�re targeting
� popular podcasters or radio/TV talking heads, if applicable
� editors of trade magazines in this industry
� executive directors of trade or professional associations
� owners of relevant online membership sites or programs
� other movers and shakers
Finally, let�s look at the nitty-gritty costs involved for, let�s say 200 postcards, where you�ve compiled the list through in-house research. If you write and design the cards yourself � many postcard vendors now have online interfaces that make that simple � the printing and postage from a company like PostcardBuilder.com to recipients in the U.S. would be just $126 for each mailing. Mailing to 200 people six times a year for two years would cost $1,512. If you need to add design costs, you could keep that expense to a minimum by requesting a template into which you could plug different content for successive postcards.
In most industries, mailing content-rich postcards to 200 influential people every couple of months truly can create a reputation for you in two years. Even if you decide to send to twice that many, 400 leaders, the whole process costs you less than practically any other reputation building strategy.
About The Author: Veteran postcard marketer, consultant, author Marcia Yudkin is the creator of The Mighty Postcard Marketing Course, which teaches the strategic, logistical, design and copywriting secrets of successful postcard marketing. Download her free 1-hour audio interview: http://www.yudkin.com/postcards.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=617208
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=617208
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=617208
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Postcard Marketing Model #19: Build a Reputation in an Industry
Author: Marcia Yudkin
Word Count: 658
Article URL: http://www.isnare.com/?aid=617208&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=617208
Easy Publish Tool: http://www.isnare.com/html.php?aid=617208
*********************** ARTICLE START ***********************
Let�s suppose that two years from now, you would like to be perceived as an expert within a certain industry. Right now, however, you�re a nobody. To build a reputation, you could write and publish a ground-breaking book. That�s a lot of work! You could put a PR firm on retainer and have them get you into the spotlight. That�s expensive. Or you could carry out an inexpensive postcard campaign that gets you noticed and talked about by the most important people in the industry.
Postcards?
Yes, but not the kind of postcards you are probably thinking of. I don�t mean either the tourist type of postcards, with a colorful scene on one side and space for your message on the other, or advertising postcards, where there�s a cute attention getting message on one side and a special limited-time offer if you do such and such.
I�m referring to content-rich postcards that you may not ever have seen but that have worked really well for some consultants, authors and entrepreneurs that I know. Think of them as a mini-article or mini-newsletter fit onto a postcard. This content positions you memorably in the minds of the postcard recipients, and after they receive 4-6 of these, you become a known and recommendable expert in their minds.
With appropriate design, you can fit up to about 300 words readably and attractively on a postcard. Design guru Chuck Green has a terrific article explaining and showing this kind of postcard design:
http://www.ideabook.com/tutorials/print_design/get_the_news_out_with_a_postca.html
Chuck Green�s sample is modeled after a newsletter, and this sort of a postcard brought in $242,000 in new projects for a client of mine, who sent out just 200 postcards. Note that the newsletter-style postcard does not explicitly sell anything. It merely spotlights the person sending it as a knowledgeable (and creative) expert.
Your content-rich postcard could feature advice, a case study, tantalizing statistics you�ve collected or perspective on an industry problem. You could invite readers of the postcard to learn more by downloading a fuller treatment of the topic at your web site.
The optimum frequency of the postcards is four to six times a year. One expert I know plans, writes and designs a year�s worth at one time so that he is certain to stay on schedule.
Who should receive the postcards? Create a customized list of recipients who fall into these categories:
� your top 10 �wish list� clients
� authors of books on topics related to your area of expertise
� active bloggers in the industry you�re targeting
� popular podcasters or radio/TV talking heads, if applicable
� editors of trade magazines in this industry
� executive directors of trade or professional associations
� owners of relevant online membership sites or programs
� other movers and shakers
Finally, let�s look at the nitty-gritty costs involved for, let�s say 200 postcards, where you�ve compiled the list through in-house research. If you write and design the cards yourself � many postcard vendors now have online interfaces that make that simple � the printing and postage from a company like PostcardBuilder.com to recipients in the U.S. would be just $126 for each mailing. Mailing to 200 people six times a year for two years would cost $1,512. If you need to add design costs, you could keep that expense to a minimum by requesting a template into which you could plug different content for successive postcards.
In most industries, mailing content-rich postcards to 200 influential people every couple of months truly can create a reputation for you in two years. Even if you decide to send to twice that many, 400 leaders, the whole process costs you less than practically any other reputation building strategy.
About The Author: Veteran postcard marketer, consultant, author Marcia Yudkin is the creator of The Mighty Postcard Marketing Course, which teaches the strategic, logistical, design and copywriting secrets of successful postcard marketing. Download her free 1-hour audio interview: http://www.yudkin.com/postcards.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=617208
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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