Why You Should Market Your Website Offline

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One of the great advantagesof advertising and marketing onthe web is it’s cheaper than traditional print based promotions.No printing or photocopying fees.
No postage costs.And with email you can comm... One of the great advantagesof advertising and marketing onthe web is it’s cheaper than traditional print based promotions.No printing or photocopying fees.
No postage costs.And with email you can communicateto your prospect almost instantaneously.So why bother with promotingyour site offline?The biggest reason is thatmost people are getting overwhelmedby the amount of email theyreceive, especially spam.They may delete your messagethinking it’s unsolicitedemail even though they havegiven you permission to contactthem.Also, the increasing use of anti-spam software to filterout unwanted mail is unfortunatelytargeting legitimate email aswell. I’ve been hearing a lot from otheronline publishers about the decreasingresponse to their email offers andhow many of their customers and prospects aren’t gettingtheir ezines anymore.That’s why I suggest yousupplement your online marketingwith a bit offline promotion.One of the cheapest forms ofprint advertising is postcards.(No, not the ones you send to Grandma while you’re onyour Hawaiian vacation.)The ones I’m referring toare blank.
You feed themthrough your desktop printeras a full size sheet andthen separate them alonga perforated edge -- usuallythere’s four postcards onone sheet.First, you need to write the headline and body copyfor the postcard.You don’t have a lot ofroom for your message. Soyou need to be succinct.Your headline should spellout a strong benefit ofyour product.
Here’s aheadline I use for myown postcards promotingthe Information MarketingBoot Camp. “FREE ReportHow To Set Up and Run Your OwnHome-Based Publishing Business...and Never Create A Product,Write An Ad or Talk to Anyone”In the body copy, I followup with a quick explanationof info marketing and thenlist the great benefitsthat it offers.And then I list my website address where theycan get more info.Remember, that a postcardis similar to a classifiedad in that you can’t useit to directly sell yourproduct.
There simply isn’tenough room on a postcardto do a complete sales pitch.You use it as the firststep in a two-step sellingprocess. The postcard isonly for generating sales inquiries.
You then follow up by directingthe prospect to your website where they can find the fulldetails and benefits ofyour product.Or you can ask the prospectto send you an email andthen reply with your sales letter.Once you’ve capturedtheir email address, you can follow up multipletimes.You can format your postcard in a word processing program.I use Microsoft Word andits Envelopes and Labels command to set the file up to print correctly.Here’s a tip that Ron LeGrand,author of the Information Marketing Boot Camp, passedon to me.Go to your local post officeand buy their pre-stampedpostcards. You just runthe sheets through yourprinter, separate, attachthe address labels and mail!And, best of all, you’ll onlyspend a handful of changeper postcard.
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