The accidental path to local marketing success

You know what's funny about success stories? They often start with a mistake. That's exactly what happened with Rachel and Dalton from Big Sky Automation in Montana. The two were trying to get their digital marketing business off the ground when they stumbled into something completely unexpected — all because a printing company messed up their template.

"We were scrambling that whole day trying to figure out what to do," Rachel said, laughing about it now. "We ended up calling around frantically and somehow found ourselves connected with the right people." Sometimes the best opportunities come from things going wrong.

Why $150 community cards are pure gold

Here's the thing that really stands out — Rachel and Dalton figured out something most marketers miss. Instead of pushing expensive 9x12 mailer spots at $500-600 a pop (which weren't flying off the shelves in Montana), they switched to smaller community cards at just $150 per spot. And they're filling these cards in three days.

"So many people at that price point don't give a crap who you are," Rachel explained. "They'll try it just to get their name out there." She's right. Plenty of operators get stuck pushing premium spots when the easier sale is the smarter play — especially in smaller markets.

If you're weighing the two formats yourself, our 9x12 method guide breaks down 9x12 postcards vs 6x11 community cards, including print costs and how many ad spots each holds.

The numbers that make you do a double take

About 30% of their postcard advertisers end up buying their higher-ticket digital services. That's not just a foot in the door — it's practically kicking it down. They're turning $150 postcard spots into serious digital marketing contracts.

The Montana way of doing things

What really makes their approach work is how they've adapted to their market. In Missoula and Bozeman, they target specific neighborhoods that local business owners immediately recognize:

Miller Creek — known for large lots and hilly terrain
Rattlesnake — high-end homes
University District — established area

"When you tell an excavator you're mailing to Miller Creek," Rachel pointed out, "they know those homes might need dirt work or RV spots." That local knowledge is what makes the pitch land.

The truth about mail carriers and your postcards

Let's bust a myth that drives operators nuts: the fear that postcards just get thrown out by mail carriers. It's practically impossible. Every mail truck has GPS tracking, carriers are monitored for unusual stops, there are cameras everywhere, and routes are precisely timed.

As Rachel put it: "If you're sending out 5,000 pieces, that's like five different mail carriers plus postal clerks all conspiring together. It just doesn't happen."

What most people get wrong starting out

"The biggest thing I see is that they're not starting," Rachel said. "They'll post and research and tweak and do this and that, but they never actually start."

People get stuck on picking the perfect card stock, writing the perfect pitch, choosing the perfect design. Meanwhile, Rachel and Dalton are out there closing deals through Facebook Messenger while working from their travel trailer.

The real secret to their success

What's impressive about Big Sky Automation isn't just the postcard business — it's the complete system around it: AI for review management, automated email follow-ups, Google Local Service Ads, and a CRM tracking everything.

But here's what makes them different: they're not trying to squeeze every penny out of the postcards. They're using them as a friendly introduction to build trust. Old-school mail meeting new-school digital marketing.

A professional web presence is part of that trust-building too — advertisers look you up before they hand over $150, let alone $500. If you don't have a campaign site yet, you can launch one in 60 seconds with a 3-day free trial.

Final thoughts (that might surprise you)

Sometimes the "small" approach wins. Rachel and Dalton could have kept pushing expensive 9x12 spots, but they listened to their market and adapted. Now they're filling cards in days instead of months.

Maybe that's the real lesson: success comes from being flexible enough to change your approach while staying focused on the bigger picture. In their case, that meant using $150 postcard spots to build a thriving digital marketing business — in Montana, of all places.

P.S. If you're thinking about getting into this business, take Rachel's advice: "Just start." You can always adjust as you go, but you can't steer a parked car.

This post is based on an interview published by High Response Marketing on YouTube: "How Rachel & Dalton Make a Full Time Income Helping Small Business Owners in Montana."

From $150 Postcards to $10K Deals: A Montana Marketing Success Story