Not afraid of being copied: Postcard marketer’s book gives away secrets

Joy Gendusa of PostcardMania was not always the CEO of a multi-million dollar enterprise as she is today.  In 1998, while struggling to grow her business she came across a little known idea — postcard marketing. Using her marketing savvy with no capital investment, she took that idea and turned it into a niche that exploded across the nation.  Today, postcard marketing is one of the most effective and economical marketing mediums out there.  And Joy has now published a book, called The Ultimate Postcard Marketing Success Manual, telling others exactly how to use postcard marketing to create the same opportunities that she created in their own industries.

In The Ultimate Postcard Marketing Success Manual are case studies of 12 different industries that have had success with direct mail postcards.  Here is an excerpt from a Business Consulting case study:

Industry: Business Consulting

Goal: Quickly Convey a Specialized Message to Their Public

Customer: Measurable Solutions

The Campaign: Measurable Solutions consults Physical Therapists (PTs) and knows that PT's, as a whole, generally have difficulty getting new patients into their practices, due to the necessity of doctor referrals for their specialized service. They needed a marketing medium that would allow them to immediately convey the message that something could be done about that problem. They decided to use very simple designs with colors that really grab attention.

Campaign Results:  Using postcards as their main vehicle, Measurable Solutions spends 14% of their gross income on marketing, which equates to about $15,000 per week. They do keep track of the number of leads that come in, but they are more interested in the amount they are generating in sales.

If you were to put a graph of their "Promotion Out" (number of promotion pieces mailed out) next to a graph of their sales, the growth is nearly identical.

As Measurable Solutions increases the amount of postcards they are sending out, they continue to grow their company in a big way — enough so that they made Entrepreneur's 11th Annual Hot 100 List in 2005 as one of the fastest-growing new companies in the USA.

When asked what was the secret to their growth they said, "Promote broadly to all potential public and internally make sure everyone's purposes align with the goals of the group."

Throughout Gendusa’s career as a savvy marketer, she has stayed abreast of marketing trends and technology to help not only grow her business, but those of her 28,000+ customers.  In an ongoing effort to educate entrepreneurs on the efficacy and economy of postcard marketing, Gendusa wrote her book to enlighten business owners of not only the best direct mail postcard marketing tips, but the common pitfalls that one can fall when lacking proper data.

Gendusa claims some of the best marketing does not have to break the bank and that anyone can learn from her experience. In fact she lets people download the first 3 chapters of her book for free.

“I’ve gone through a lot of trial and error — and I want to make it so others don’t have to,” said Joy.

About Joy Gendusa:

Using a powerful, simple, extremely cost effective way of communicating with customers has earned Joy Gendusa Inc Magazine’s recognition as the nation’s fastest growing direct mail postcard-marketing firm with year 2007 revenues at nearly $19,000,000.  Gendusa began in 1998 with zero investment capital. Today, her Clearwater, FL firm called PostcardMania, employs over 160 people and prints 4 million and mails 2 million postcards representing more than 28,000 customers in over 350 industries each week.  Visit www.postcardmania.com or www.postcardmarketingsuccessmanual.com