Thoughts on using QR codes on letters and more

[Keith Belzner]

Hi BP,

  Are any of you using QR codes in your marketing? I am thinking that I might add a small one to the bottom of my letters and postcards as I send them out. With today's technology driven culture I think a lot of people will use it to go straight to my web site instead of putting the letter down and logging onto the computer. Its quick and easy information for them.

Thoughts, experience? 

[Josh Caldwell]

NO dont do it.  The yellow letter get a higher response rate than any other form of direct mail.  The reason for this 30% + response is that it looks very unprofessional.   I have heard a lot of theories about why, but my belief is that people like to think they are smarter than the guy they are selling a property to.  It gives them comfort.  If you look too slick, then your marketing will scare potential sellers off.  Dont scare your sellers. 

I am personal friends with one of the leading direct mail gurus, and Kathy Kennebrook agrees.  The simple look is much better.  The more personal you can make your direct mail the better. 

The converse of this argument is the Ted Thomas approach, you can do silly things like mail a note attached to a frisbee (called lumpy mail) to get your letter opened, but even that level of effort wont get you the reply that a simple yellow letter will. 

There are two parts to direct mail.  Getting the letter opened, and getting a reply.  The personal look of a yellow letter gets the letter opened, the simple message inside gets you a phone call the rest is up to you.

Dont over think it, copy success.

If you want to be slick, internet marketing isthe place to show off you tech skills, not direct mail.

I hope that helps

Josh

PS feel free to connect on BP