Postcard Profits: Easier To Earn Than A Google Fortune?

I like catalogues

I like catalogues. I look forward to getting them in the mail, flopping on my couch, and flipping through them. I am young enough that if I see anything I like in a catalogue, I often go online to purchase it - which must be very frustrating for many companies, seeing as how their catalogue divisions and website divisions are completely separate.

This is only one example of how traditional mail sales and Internet sales are at odds with each other in today's market. It is well publicized these days how the market is flooded with people trying to achieve their "Google fortune" - wealth amassed through Internet based sales and promotions.

The concept behind the "Google fortune" is that since everyone uses the search engine giant Google for everything these days - from finding what park district soccer team their son should sign up for to what fancy Italian restaurant they will go to for their anniversary - that if you choose to advertise your product on Google, then you automatically have the world's biggest market right at your fingertips.

Think of it this way: you know how Pepsi, Budweiser, and Dodge pay millions of dollars for a 30 second television spot during the Superbowl? Well every single day Google deals with exponentially more people than the number that watch the Superbowl, and you can advertise with them for mere dollars.

And so the Internet has been ransacked by the new millennium's version of the Gold Rush - people in search of their "Google fortune." And this new rush is working much like the old one - every time one person "strikes it rich" another hundred decide to follow in their footsteps.

But there is another group of people who have witnessed this, and have decided that this same rush is indeed very profitable - just in a completely different way. These are the people who believe in "postcard profits." Postcard profits is a term referencing direct mail sales - remember the catalogues that I like to get? Or my "It's your birthday!" postcards from various stores I shop at offering me a discount if I come in that weekend. These are direct mail sales.

The theory is that the Internet is so saturated right now with people trying to make money with Internet sales it has resulted in lowering the volume of traditional mail. Since people aren't used to receiving much mail anymore, if you start sending out direct mail advertisements you'd actually be able to convert more sales.

The postcard profits theory works on the concept of desensitization. People who encounter ads on the Internet are so desensitized at this point that they don't even pay attention - they just click past the ad. But getting traditional mail is so rare that people will pay attention to those ads.

I do see their point. But unless those direct mail cards have a website I can go to in order to purchase their product, I can't imagine direct mail sales overtaking Internet sales anytime soon.

by: Steve Albright

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