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One Thing I Know

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Why do we tend to complicate things? Perhaps we have too many choices. Is there too much pressure to have the "best, biggest, smartest (kids), fastest, coolest," etc? We seem programmed to bypass the simple idea in favor of one chosen after exhausting research. (And plenty of glancing at the Joneses to see what they have decided.)



The definition of simple includes "lacking sophistication." Initially thinking this was a bad thing I checked on the word sophisticate (d). Interesting find. The first definition in Webster's Encyclopedic is: "Sophisticate: v; to deprive of simplicity or sincerity by making artificial or affected." Further along it says, "Sophisticated: adj; elaborated, made complex, too affected, artificial, lacking in naivet? or naturalness." Really.

Planning a short trip to Sea World with the kids recently took on a life of its own. My first instinct was to call AAA, whom I know to be a reliable resource of safe, clean, and affordable to book the trip. But AAA is definitely not the sophisticated choice and seemed too simple. "I should do some comparison shopping on the internet" I reasoned. With myriad offerings to save money, get free stuff, and generally make myself nuts I spent one week not booking the trip and saved no more money than I would have with AAA. I went with the simple idea after all.

This idea that we (I) complicate things is a good one for me to keep an eye on. One goal of mine is to keep things simple and work smarter not harder. This said here is a simple but powerful idea that can be applied to anything you are doing at any time and anywhere.

The concept starts with a question, "What One Thing?" for short. You can put this question in front of anything you encounter and I guarantee it will bring you back to simple.

Look. Let's say you want to lose weight. You get a book--no doubt one that I have reviewed-set some goals down on paper, join the gym, get new running shoes, and go to bed with the intention that "tomorrow it starts, the plan to get healthy, take off 20 pounds, and feel great."

The next morning you oversleep and so the gym is out. You realize you forgot you've got meetings all day so won't be able to get to the quick healthy food place for lunch and there's no time to prepare anything. You are beginning to give up on your plan for one more day when suddenly the question, What One Thing, comes to mind. What one thing can I do right now, before I leave the house, the will keep me on track with my goal? Got fruit? Got yogurt or cottage cheese? Grab them and off you go with something that will satisfy your need to eat breakfast and it's a healthy one. You only need to think about what's happening in the moment. If you begin to look at all the things that will derail you in the next 12 hours you will go back to bed and give up. Ask the question again and again. For now, your one thing-fruit and something for breakfast-- means you are still in healthy mode. As the day unfolds keep the question in mind. Will you get 30 minutes in between meetings that you could use to take a walk outside? If it's hot outside can you do 10 flights of stairs in the air-conditioned office building?

What one thing can you do-in this moment-to keep you on track?

Sounds simple enough no? Let's look at it on a large scale. Here is the question and the full answer I came up with. What One Thing can I do to make my life or the life of those around me-known and unknown-better, (healthier, easier, less stressful, etc.) in this moment?

A 70-something year old neighbor down the road has a broken pelvis but she's a sharp independent lady who wants no coddling. She called the other day and asked me to move a chair and put water in her bird bath. I was home with a few free hours and was happy to help out.

After I left I asked myself if there was one thing she might like to have but wouldn't ask for. Nothing came to mind just then. I found myself thinking of her yesterday and asked myself that question again. What one thing would she accept without feeling incapable? Her birdbath would surely be dry again and her flower beds as well. Off I went and began my watering. She peeped out of the window after a few minutes and smiled. We did not visit beyond that. There was no need. The answer I got to my question, WOT, blessed me and her simply.

This is not a revolutionary idea I realize. What makes it powerful though is using it throughout the day for your own life, and for the bigger life around you, like the planet. What One Thing can I do today to lessen my environmental footprint?

It works anywhere, even in business.

In Seth Godin's blog recently he talked about telling your team just one thing at a meeting or selling one thing and selling it deep and well. One idea or one product allows us to focus and focus means power. What One Thing do you want to tell your team today to create sales or more effective marketing?

Simple? Exquisitely so in my book.

Sophistication has its place and complex systems like our bodies and minds are miraculous. All complex systems can be broken down to their simpler parts, the building blocks. Think of What One Thing like a stem cell-the body's ultimate building blocks. Start there and you can go anywhere, build anything, and be more powerful than you can now imagine.

Every moment brings the simple power of one thing to your life. Practiced regularly it will change you in ways you have planned and ways you cannot yet know.

If the idea gets out and catches on who knows what kind of impact we can have on our bodies, lives, families, communities, countries, the globe? It gives me chills just to imagine it.

I know, it's simple. Simple like a stem cell.
One Thing I Know
In my plethora of experience tucked away between these ears, I have managed to cull out for you what I consider the "best of the best" - in other words, I took the most proven details about postcards that were significant to you starting a postcard campaign and really winning at it. So here goes the most incisive highlights about postcards.



1)I know that a postcard is better than something in an envelope.


For many reasons, the main one being, in an envelope you can't make your potential customer see your message.

People are fast. We see and read very quickly - actually much more quickly than we even realize.. Think about yourself - how fast do you go through your mail and process out what you want to keep and what you don't want to keep? Pretty darn fast. It takes fractions of seconds to go through and process in your mind "bill, bill, advertisement, bill, advertisement, letter..." And it also takes fractions of seconds to decide whether you are even going to bother giving more attention to the pieces that you designated as advertisements.

With a postcard, even if they throw it away, they already saw your message regardless of whether they think they did or not. They saw it enough to throw it away, didn't they?

And the next time they get that same postcard in the mail, they see it again as they throw it in the trash.

Let's face it - junk mail gets thrown away. And postcards are junk mail to a lot of people.

Although they may be junk mail, postcards get read no matter what - even if thrown away without reading them, they get seen. It's like the phoenix rising up from the ashes.

2) I know that if you are not doing repeat mail with your postcards you are flushing your money down the toilet.

Repeat mailings cannot be repeated enough. DO REPEAT MAILINGS! DO REPEAT MAILINGS! DO REPEAT MAILINGS! A one shot in the dark postcard mailing is not going to change your business, your bottom line, your life or your anything.

The long and the short of it is, if you are not up to confronting that you need to do a campaign then don't bother being in business. Sorry if I sound a bit harsh!

3) I know that the best price is not best necessarily the best postcard.

The cheapest is not necessarily the best. The old adage "you get what you pay for" applies here. Get whatever potential postcard company you interview to send you samples. Make sure the postcard is a very good, quality, stiff card that catches your attention. Get them to give you customer references. Call those references and find out what they think of that company's service, product, etc.

There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they screw up printing, if they don't get your mailing out on deadline, etc. - doing it dirt cheap might not mean getting the quality service you need or want.

4) I know that although most people, if surveyed, say they like full color on both sides, the truth is black on white on the back of the postcard gets a better response. Why? Because full color on both sides is confusing. On the other hand, if you have a very aesthetic, pleasing-to-the-eye front - with a great headline - you just want to turn that postcard over and simply get the message on the back. You want good eye trail.

Eye trail is where your eye goes when you look at the postcard. You can have good eye trail with full color on both sides - but it has to be done correctly. Usually when you give people a choice to do full color on both sides they go overboard and the creative juices start flying, not flowing, flying with, "WOW!!! full color on both sides?!!" And they make it too busy. You don't want it to be dispersing - you want it to go like a trail. Have a start, a middle and an end.

Example:



Did YOU Notice this Postcard?

Your Customers Will Notice Yours Too!

5000 Full Color

Super-glossy

Postcards

for only

$389


Look at it from the customer viewpoint - really look at it from their viewpoint and you can see what I mean by eye trail.



5) I know that you should promote only one thing at a time on your postcard.


Even if you sell lots of different products, you only promote one of them. It is fine to mention them on the back of the postcard bullet pointed. But your main focus on the front of your postcard needs to be one product, service, item, what have you - just one thing.

Say you have a flooring store and a furniture showroom in the back. Your postcard should only talk about flooring. It is not that people who are looking for flooring are not also looking for furniture - it's just too much information on the front of postcard.

The purpose of a postcard is to get your prospect interested with one thing. You can put on the back as just a mention: "We also have a giant showroom full of furniture."

But on the front - one item! ONE ITEM!

If a company sells hot tubs, above-ground pools and jungle gyms they need to pick the one that gives them the most income and make their postcard about that.

6) And I know that a person could grow a company with no other marketing media.

With postcards alone, one could take a company from zero to over a million bucks in revenue or more. How do I know? Because I did it.

We mailed postcards every single week, and the more postcards we mailed out, the more we grew. Yes, it is good to diversify and as we grew and became more successful and had more money to try other media, we did. Some we kept and some we nixed. Postcards are a staple that works no matter what.

These six points of postcard marketing data are proven techniques of making your postcards WOW your prospective clients while at the same time being faithful to the time-honored methods that have proven to get more bang for your buck. These tips are what will put your postcard in a class all by itself.
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About Author
Both Gregory Anne Cox & Joy H. Gendusa are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Gregory Anne Cox has sinced written about articles on various topics from self improvement and motivation, Home Based Business and Health. Gregory Anne Cox is a certified life coach who has been dishing up all-you-can-eat servings of health and nutrition information for years. Midlifers are welcome to experience powerful support to transform "what is" into the life of their dreams. One on on. Gregory Anne Cox's top article generates over 90500 views. to your Favourites.

Joy H. Gendusa has sinced written about articles on various topics from Adsense Click Fraud, self improvement and motivation and Marketing. Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2005 the company did over $12 million in sales, employed over 100 people and made Inc. Magazine's prestigious Inc 500 List as the one of the. Joy H. Gendusa's top article generates over 33100 views. to your Favourites.
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