Aug
11
How To Design An Effective Postcard
Over the years we have developed a simple 4 step process to designing an effective postcard. The most important thing about postcard design is to get noticed. When your prospect reaches into his mailbox to get the mail he will go through the stack and quickly sort out what’s important and eliminate the “Junk Mail”. You have only a few seconds to grab his attention.
Step 1 – THE GLANCE TEST
Use a headline, an image or a combination of both to tell your prospect what the postcard is all about. He should be able to know what you are offering with just a glance. The glance test is half the battle, if the prospect cannot easily determine what you are offering – it won’t matter what else you have on the postcard, he’s going to toss it.
Step 2 – THE MAGNET
A special offer, discount or a unique product or service is the best way to get a good response from you direct mail campaign. Make sure you make the magnet large enough. Promote the magnet – not your business.
Step 3 – YOUR CLAIM TO FAME
If you get past the glance test and have a strong magnet, you are going have your prospect’s attention. Now, include your “Claim To Fame”, how long you’ve been in business, and other image building information about your business. This should be in regular size type so that it doesn’t compete with the magnet and the main headline. Use bullet points rather than paragraphs.
Step 4 – THE CALL TO ACTION
How do you want you client to respond? Telephone, mail, email, website or in person? Make sure your call to action is clear and prominent. If you have more than one, list them in the order of importance.
A final thought. It’s the message that makes people respond – not the messenger. Make sure the message on your postcard is the best it can be. Good Luck!
