How to Design a Sensational Postcard in 4 Steps

Direct Mail Advertising is one of the best ways to generate new business and a Postcard is one of the most effective forms of Direct Mail Advertising. There’s no envelope to open or flyer to unfold, a Postcard starts working as soon as the recipient takes the mail out of his mailbox.

There are two main elements that affect the response rate of a postcard mailing campaign:

1-       The target audience or mailing list

2-       The postcard design

Both are important, but of the two, design is the most important. With a great postcard design you will always get some response, even if the mailing list is less than perfect. However, a perfectly targeted mailing list can yield zero response if the postcard is poorly designed.

So what are the secrets of designing a postcard that will generate a sensational response? We have developed a 4 Point Design Strategy that has been proven effective.

4 POINT DESIGN STRATEGY

Step 1 – THE GLANCE TEST
Everyone takes the mail out their mailbox, but not every piece of mail is read. There is an initial sorting process that determines, in a matter of seconds, what is perceived to be “Junk Mail” and discarded.

The bad news is, your postcard most likely falls into that category. So how do you avoid winding up unread, in the trash can? You must  pass the Glance Test, which takes place for a few brief seconds during the initial sorting process.

The goal is to let the prospect know what the postcard is about with just a passing glance. Seems obvious, but many postcards fail the Glance Test and are tossed out without getting the chance to deliver their message.

So, how do you design a postcard that will pass the “Glance Test”? Use a big headline, with few words, that shouts the main purpose and benefit of your offering.  A photo or graphic can also be very effective. A combination of both may be even better.

Step 2 – THE MAGNET
“Magnet” is the term we use to describe the lure, hook, special offer or incentive that will motivate the prospects you are targeting to respond to your advertising. Yes, it’s the bait that is most important when you are fishing for new customers. The stronger your magnet, the more business you will attract.

Which of the four magnets below do you think is the strongest?

Remember, you don’t have to give all the details. Just tantalize the prospect. The purpose of the postcard is to generate a lead, an opportunity to make a sale. The postcard normally will not make the sale, you have to do that.

Step 3 – YOUR CLAIM TO FAME
If you can avoid the trash can by passing the Glance Test and tantalize the prospect with a strong Magnet, your Claim To Fame is used to seal the deal. What is your level of expertise, why should you be trusted and what do others say about your product or service? Sometimes the claim to fame might be you. If so, don’t hesitate to include a photo and a brief professional biography. This is not the time to be modest.

Step 4 – THE CALL TO ACTION
How do you want people to respond? Call on the phone, visit your website or perhaps come to your physical location. If there is more than one option, make sure you emphasize the one you prefer with larger type on both sides of the postcard.

Design is the most important part of your campaign. Take your time. Show it to family, friends and even a few loyal customers. Remember, no one knows your business better than you do, so make sure you feel as confident as possible that your design is a winner before you launch.

Take advantage of our “No Risk Design Guarantee”. We’ll offer suggestions and make as many changes as needed (never an extra charge) until you are convinced the design is as good as it can be. Good Luck!