#96 Postcards? The Good, the bad, the ugly.

In this episode of Monday Morning Mojo, Randy talks about postcards. the good, the bad, the ugly. are they effective, how to address your marketing so they get seen?

Episode Transcript

Speaker 1 (00:03):
A happy Monday morning Mojo with coach Randy Bird. How
are you doing today? We're talking about mailings. I'm going
to show you a couple of things in just a second.
But just got off FaceTime with my buddies in Puerto
Rico on the golf course. They're already on the tenth
or twelfth hole at seven in the morning. I'm mad,
I'm not there. I'm in cold Oregon. I played this weekend.

(00:24):
I tried to and the greens were frozen, so they
had temporary greens and I'm like, I'm missing my bros. Brenton,
Jean and pr. But I got some mailings this weekend.
I want to talk to you about. I think it's
a great opportunity for you to understand how to get
through the noisy space that is that of direct mail.
And you know, there's a lot of stuff coming down

(00:45):
right now TCPA with calling and what's allowed in terms
of calls and texts and all these things are going
to be really impacted. They did a one year stay
on that if you've heard about it. But what's as
good as ever and maybe increasing now is direct mail.
And what comes in the direct mail that catches your attention.
I open my mail over the trash can like most

(01:07):
of you. Right, but let's go through it real quick.
First thing, I got a sub above now open, right,
nice jumbo postcard. When I send my postcards, their jumbo
postcards just like this, right, so you see the size
of this. They're about this exact same right. So jumbo
postcards are great. Create attention. But what's cool about this

(01:29):
There's a message now open, very clear, and then on
the other side a copy of their menu. Very smart,
and some coupons to clip out. I'm not a cupon guy,
but it got my attention. I didn't know they were open.
They're open. I'm looking to see where the location is.
Now I understand it's in the Fredmeier Complex. Now I've

(01:49):
seen it as I drove by. I get a postcard.
It ties it all together. It's very nice. Next one
American Express. Nothing special American Express. It says you're pre approved,
is what the big message is, Right, you're preapproved. I
already have five American Express cards. You name it, I've
got it. But they're sending it to my other business,

(02:10):
my Birdhouse development construction company. I don't have a card
with that, so they're marketing because I'm already a client, right,
so again, don't need to open it. I'll throw it
away because I know what it is. But that's typically
what comes is they're trying to get your attention on
the outside. Right, Let's go to the next one. I
think this one is actually these are the ones that
bug me the most because I open them, but you

(02:32):
see this, it's just blank, right, got my address, it's blank,
front and back, Please recycle message, postage paid right through
a postage machine, a permit basically, and then nothing just
literally addressed to me. There's nothing. You can't really see

(02:53):
through it. So then when I open it, which you usually,
I throw these away just because I know I get
some of them now. But if I open it, you'll
see that it's so Fi so Fi pre qualified for
an offer, right, so they prequalified me for an offer,
and I've got a long application with the benefits. I

(03:16):
never opened those. Those don't make it. They get thrown away.
But without anything on the envelope, it creates a little curiosity,
but for me, it proves that it's mass mailing. Right.
Here's the next one, another postcard. This one is a
less than jumbo. It's significantly smaller if you could look
at those two right, but it's still more than the

(03:38):
average size flyer or a postcard that goes out. So again,
postcards give you two sides. This one particularly is a
Distinguished Service Ord banquet. They have the cost of the
tables right on there, right you see that individual table
attire RSVP Boys and Girls Club of all of me,

(04:02):
love them, love to support them. QR code that you
could scan to get all the information and sign up,
very very well done on the back all but the's
most wanted RSVP regular line more information, another QR code,
second one big date so you understand when it is,
and again talking about dust off your boots and come

(04:24):
to the best Western kind of Their theme for this
is a Western most wanted right. I like it and
if I want to support locally or anything, that information
that message gets me very quickly. Here's the next one,
and then I've got one more than I want to
show you. That's super creative. If you tracking with me,
I want to show you this one. But this one

(04:44):
is confidential, right Jim Regards, he's I don't know, conspiracy
theorist almost but anyway, for some reason I fell in
there we web about a couple of years ago, and
I get stuff all the time like this confidential, right,
and then you open it and it's just complete propaganda
of whatever's trying to sell, all right, So it's just

(05:07):
basically I don't even open them right when I see that.
So that's what's come up so far. But then yesterday
I got this. This weekend, I got this. It looks
like it's hand addressed. You could tell that it's a
computer written name. But look at how it's just postage
paid with just my name on it, like a card
on the back. It's just got call me after you

(05:28):
read this, Jared. Okay. It looks like it's just a
piece of paper that was folded and sent to me.
And then when I open it up, this is where
the brilliance is. Look at this. It's a window inspection
form addressed to me, addressed a couple days ago, like
they were in the neighborhood. You can see how it's

(05:50):
like ripped off invoice or estimate form and it says
four to twenty five off windows. A lot of homes
in your neighborhood have outdated windows. They aren't designed for
the issues facing all but homes it's timed up grade
years energy efficient a special call me by two twenty eight, right,
so it came right about the twenty seventh or eighth

(06:11):
over the weekend. I would have had a little bit
longer timeframe on that, but here's a cell phone number.
It looks like Jared was in my neighborhood writing this
stuff down. Brilliant how they take the address and superimpose
it with computers. Very easy to do this kind of stuff.
These will get attention. This caught my attention because I

(06:31):
was like, Wow, has this guy been in my area?
And then I'm like, no, he actually postmarked it. Can't
tell where from, but very creative, right, that gets through,
That gets through opening the mall like this. So my
message for you today is rethink your marketing for twenty
twenty five. I think it's more important than lead generation

(06:53):
and all the things coming from me. That's a big
statement because I'm a lead generation guy. Right, that's the
number one thing that we dollar produce activity IPA and
come producing activity. But if you're going to do mailers,
do something creative. That's trying to attract their attention. Right.
We did the NAR update when the NAR was going
on with all the stuff right, and then my lender

(07:15):
was on the back of every one very cool to
catch their attention, new listings right listed for five h nine,
sold for five point thirty one, things that are catchy,
that are going to grab their attention. And then QR
codes and simplicity. So if you're spending dollars, you have
check equity, spending dollars doing postcards, sweat equity, making your

(07:38):
own flyers, dropping off things at the door. Whatever it
may be. In the real estate, and honestly, any real
estate related industry could be lending. It could be titled,
could be escro, could be real estate, could be contractors
going door to door looking for business. That's how I
my build my construction company. But the bottom line is
with direct mail, you've got to get their attention right away,

(07:59):
have some of serviceable offer, and then also get through
the noise of the twenty things that they get a week.
All right, So happy Monday morning, Mojo. I hope this
helps you. I wanted to show you this. It was
powerful for me to get all these pieces of mel
all in one day and realize the one that stood
out to me. I kind of knew that it was

(08:19):
somewhat of a solicitation. But when I opened it and
sow a full left estimate, and you know, they can
add pictures in the neighborhood very easily automated. You can
hand right people's address, phone numbers, their names, all these
things with computer software now and do it in a
mass sense, very powerful. It will get through, it will
be seen, and that's the whole goal. So happy Monday morning, Mojo,

(08:41):
Crush the week. Super Bowls coming up this weekend and
we're excited about it. Right, Crush the week, gotriny bird
saying bye for now. Thank you,