https://www.youtube.com/watch?v=tVB8Dsz-GCw

Thoughts on direct mail using postcard campaigns and the value of A/B Testing.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Direct Mail, form or function.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

When I'm talking direct mail, today, I just happened to be talking about postcards. Okay.

This comes from a discussion that I was having earlier today with one of my clients.

So we were talking about this because they were designed a postcard to drive traffic to a webinar, which is a great idea. If you haven't used direct mail, to get people to do something online, it really is quite useful. Okay, it all depends on how you go about doing it and what type of results you're looking for. That all plays into it.

But it's something worth considering, especially if the whole idea of why you're getting them somewhere online is to get money. All right.

So in the process of developing anything that has any creative aspects to it whatsoever, you're going to oftentimes have a discussion that comes up of form versus function. In other words, does it matter whether something looks good or not, if it functions properly.

So she had produced a beautiful postcard to be able to go out. And I was looking at some of the functional elements and wanting to change some of them. And I'll just give you an example. That ugly, can work just as well, if not better than beautiful.

This is the thing, I don't really have much of an eye for beautiful. Now, sometimes it can go the other way around, these things all have to be tested, right. But this wasn't a situation where there's going to be an A B test of back and forth, where you send off and when a B test is when you have two different versions going out, and you see what type of results each version gets.

We weren't going to be doing that. So it was kind of a one off deal.

And so I'll show you this is a I've talked about Dan Kennedy's group, the N0BS Inner Circle, they send me things in the mail once in a while, look at how ugly this thing is.

So there's a little picture showing you what you can get. They're trying to get you to do this on demand things. So they have they show pictures of all this on demand stuff. But it's all words, all words you got you got a headline, a little bit of text. And the text is horribly ugly. It's a, you know, it's almost like typewriter type text, okay.

attempting to get a very specific reaction to get a very specific call to action, something very specific to be done online. So this is a very similar situation that I was dealing with earlier today.

When you're dealing with that creativity is oftentimes very an emotional thing to begin with. And beauties in the eye of the beholder. So it all depends on who's looking at it. And one thing, if you're using a postcard, no matter what it's seen as commercial, right?

I mean, something is unless you're making it appear to be a personal postcard, which don't happen as often as they used to, you know, people send in postcards, on vacation, and so forth. And if you're getting it at work, it's probably not one of those anyways. So unless you're trying to hide it and make it appear to be something that it's not, it's going to be considered commercial to begin with.

That's an automatic reason for someone to take it and chuck it as soon as they realize that it's a commercial.