small business internet marketing 85% of its household needs with only 150 SKUs q That means we automatically ignore 39,850 messages every time we shop No wonder consumer attention is scarce. Brand choices have imploded virtually every product category. Here's what happened over the past 25 years. Our choices have increased: q From only 4 running shoe styles to 285! q
From 4 types of milk to over 30! q From just 13 choices on the McDonald's menu to 53! q From 12 major dental floss brands to 68! The has compounded the information overload problem exponentially! With more than 37
million Websites on line today, and another 50,000 more launched each week, organizations are more
than ever before faced with one alarming question: What's the most reliable tool that can break through the noise and clutter and establish mind share? The answer is with postcards. It's the only way left for the little guy to deliver full color, personalized messages to prospect's front door cost efficiently. And unlike mail, postcards cannot be DELETED with simple click of the mouse button. \ Friction Can Capture Undivided Attention When With Postcards oday, the quickest and easiest way marketers can win new customers
and influence more referrals is to revert back to the traditional prospecting methods of the physical world. Postcard is tested, grassroots strategy that's been proven to do just that. There's much talk about the benefits of frictionless economy. It's true. the Digital Economy, the friction free model has done much good automating fulfillment tasks, lowering customer acquisition
downside. As yardstick for communication, it can backfire. With mail, your prospect always sees
insert any pictures. You can't make it public like postcards so family members (and the mailman) can see it. The common fate of most mail solicitations (even
whom you've given opt permission), is the black hole doom cyberspace. With one click of the DELETE button, the mail disappears! Forever. Your prospect's average decision making time of whether or not to read your mail message? Oh, about 3 seconds. Postcard marketers know they never get second chance to make good first impression. They understand
full color pictures. So, they treat their prospects to very different 3 second decision making experience. Every day people get mail. Usually white envelopes with words imprinted black ink. But if there's full color postcard that catches the recipient's eye, it gets that precious 3 seconds first. If you do everything right when with postcards, your prospect
will decide to take action 90 seconds, or less. Here's the rhythm
of successful postcard solicitation: Phase 1: Prospect glances at postcard's billboard side (3 seconds) Phase 2: Prospect then turns over to read return address (5 seconds) Phase 3: Prospect reads
headline (7 seconds) Phase 4: Prospect reads body copy (60 seconds) Phase 5: Prospect takes action if message is interesting (15 seconds) The wonderful thing about friction when with postcards is that it plays distinct attention getting role. The message is physically your prospect's hand. The hand comes up. The hand looks. And the hand decides whether or not to throw it away.