Imagine turning a struggling real estate career into a thriving marketing venture. That’s exactly what Mitchell T. did. Just a few months ago, he was a realtor facing tough times. Today, he’s pulling in around $250 per day by connecting local businesses with their communities through a simple yet powerful tool: the 9×12 postcard system. This isn’t just a feel-good story; it’s a blueprint for anyone looking to tap into the lucrative world of local marketing.
Mitchell’s journey, highlighted in a recent High Response Marketing video, showcases how he went from selling $1,500 in ad spaces on his first day to completely selling out multiple postcard campaigns. His secret? Leveraging email and a deep understanding of his local market. Want the exact scripts? Read our guide to selling ad space on postcards with real templates. This article dives into the strategies Mitchell used, offering you a step-by-step guide to replicating his success. If you’re an entrepreneur, marketer, or small business owner looking for innovative ways to boost your local presence, keep reading.
The 9×12 Postcard System: A Modern Local Marketing Revolution
The 9×12 postcard system isn’t just about sending out mailers; it’s a strategic approach to connecting businesses with their local communities. Here’s a breakdown of why it works and how you can leverage it.
Understanding the Basics
The 9×12 postcard system involves creating a large postcard (9×12 inches) filled with advertisements from local businesses. These postcards are then distributed to households within a specific geographic area, offering businesses a cost-effective way to reach a targeted audience.
Why does it work?
- Tangible Marketing: In a digital world, a physical postcard stands out.
- Community Focus: It brings local businesses together, fostering a sense of community.
- Cost-Effective: Compared to other advertising methods, it offers a high return on investment.
Mitchell prices single ad spaces at $500 and double spaces at $900, providing businesses with options to suit their budget and marketing goals. This pricing structure allows for flexibility and caters to different advertising needs.
Target Market Analysis
Identifying the right businesses to target is crucial for success. Mitchell focuses on industries that are likely to invest in advertising, such as:
- Painters
- Flooring companies
- HVAC services
These businesses often have the budget and the need to consistently market their services to local homeowners.
A community-focused approach is also key. Mitchell emphasizes targeting small to medium-sized towns because they offer a unique blend of community spirit and business opportunities. For the full breakdown on how to pick your market and routes, read our EDDM marketing beginner’s guide. As Mitchell notes, “it’s big enough that there’s a large bulk of businesses that I can just, you know, hammer the numbers because it’s a numbers game, but also small enough that there’s like a community feeling to it.”
Mitchell’s Success Strategy Breakdown
Mitchell’s success wasn’t just luck; it was the result of a well-thought-out strategy. Here’s how he did it.
Initial Approach
Mitchell started by leveraging his existing network and community ties. His initial steps included:
- Using Facebook Community Groups: Posting in local Facebook groups to generate interest and secure initial clients.
- Leveraging Existing Business Connections: Reaching out to business owners he already knew to get early commitments.
- Email-Only Communication Strategy: Conducting all sales and communication via email to streamline the process.
This approach allowed him to quickly gain traction and build momentum for his postcard campaigns.
Sales Process Deep Dive
Mitchell’s sales process is simple yet effective. Key components include:
- The Simplified Email Script: Starting with a long email script that yielded a low response rate (1 in 25), Mitchell adapted a shorter, more compelling script, boosting his response rate to 1 in 10.
- Handling Objections and Closing Deals: Mitchell avoids discounting prices, instead focusing on the value proposition and the potential for long-term commitments.
By focusing on the value and benefits of the postcard system, Mitchell effectively convinces businesses to invest in his advertising solution.
Scaling the Business Model
Once Mitchell found success, he looked for ways to scale his business. Here’s how he approached it.
Multi-Location Expansion
Mitchell expanded his operations to multiple towns, including Portsmouth, New Hampshire, in addition to his hometown of York, Maine. This expansion required careful consideration of market size and community dynamics.
Key factors included:
- Cross-Border Opportunities: Leveraging the proximity of towns in different states.
- Market Size Considerations: Targeting towns with populations between 5,000 and 15,000, which he considers the “sweet spot.”
Mitchell found that Portsmouth businesses were quicker to commit due to a more “city vibe” and potentially higher marketing budgets.
Building a Sales Team
To further scale his business, Mitchell began building a sales team. His strategy included:
- Recruitment Strategy: Focusing on recruiting fully committed individuals.
- Commission Structure: Offering competitive commissions to incentivize sales performance.
- Territory Management: Assigning each salesperson responsibility for managing cards in specific towns.
By building a dedicated sales team, Mitchell aims to expand his reach and increase his overall revenue.
Additional Revenue Streams
While the 9×12 postcard system is a solid foundation, Mitchell also explores additional revenue streams to maximize his earning potential.
Upsell Opportunities
Mitchell identifies several upsell opportunities, including:
- Print Services: Offering business cards, brochures, and other print materials.
- Digital Marketing: Providing web design, SEO, and social media marketing services.
By offering these additional services, Mitchell can provide a more comprehensive marketing solution to his clients.
Community Building
Mitchell also focuses on building a community around his postcard system. His strategies include:
- Free Resources and Guides: Creating free courses and guides to attract potential clients and partners.
- Online Community Development: Building an online community where members can share their experiences and learn from each other.
- Newsletter Strategy: Compiling an email list and sending out weekly newsletters with valuable content and promotional offers.
These community-building efforts help Mitchell establish himself as a trusted authority in the local marketing space.
Practical Implementation Guide
Ready to get started with the 9×12 postcard system? Here’s a practical guide to help you launch your own local marketing venture.
Getting Started
- Initial Research and Planning: Identify target markets and potential business clients.
- Building Your Prospect List: Compile a list of businesses in your target area, gathering contact information from their websites and social media pages.
- First Outreach Strategy: Craft a compelling email script and begin reaching out to potential clients.
Tools and Resources
- Canva for Design: Use Canva to create visually appealing postcard designs.
- Email Management Systems: Utilize email management systems to streamline your outreach efforts.
- CRM Recommendations: Consider using a CRM to manage your client relationships and track your sales progress.
Future Growth Strategies
Mitchell has ambitious plans for the future. Here’s a glimpse into his growth strategies.
Expansion Plans
- Adding Sales Representatives: Mitchell plans to expand his sales team to cover more territories.
- Territory Development: Focusing on developing new territories and markets.
- Service Diversification: Exploring additional services to offer clients.
Market Opportunities
- Identifying Untapped Markets: Seeking out new markets and communities to target.
- Scaling Considerations: Carefully managing growth to ensure quality and customer satisfaction.
- Revenue Projections: Setting ambitious revenue goals and tracking progress towards achieving them.
Conclusion
Mitchell’s success with the 9×12 postcard system is a testament to the power of local marketing and community engagement. By following his strategies and leveraging the resources available, anyone can replicate his success and build a thriving local marketing business.
Key takeaways:
- Start small and focus on building relationships with local businesses.
- Leverage email and community groups to generate leads and close deals.
- Continuously refine your sales process and seek out new opportunities for growth.
Ready to get started? Explore Mitchell’s guide on the 9×12 postcard system and take the first step towards your own local marketing success. With dedication and a strategic approach, you too can tap into the lucrative world of local advertising and make a real impact in your community.
