Bob has been in Printing and Mailing since 1995. He is the President of GagePress.com and has worked with businesses to improve their ROI in the Direct Mail field.
Too many times I see a postcard that has waaaaaaaay too much text on it and I just want to tell the designer to stop the insanity. LESS IS MORE when it comes to text in your postcard design. Instead of letting words tell your story, let your artwork do the trick. You have less than a second to capture the attention of your audience and to do this you need to use a large, full color, gorgeous photo that clearly communicates your message.
If you put too much information on the card you are sending a confusing message to the consumer and they are going to look at the card and think that they don't have time to read it. They may toss a great offer for something they need right into the recycling bin. Narrow down what you are trying to accomplish with your card into one succinct thought. Take that thought and edit it to 3 or 4 words - you can do it! That's right, using no more than 4 words create your offer or your "hook" to get your potential customers to want to buy from you.
For example instead of saying "We are having a great Widget sale", instead say "40% off all Widgets!" And whatever you do, don't make this offer hard to find. Say it LOUD with A HUGE FONT and offsetting color scheme. Just make sure you have an offer worth looking at. Informational cards have a place in direct mail marketing, but not if you are trying to generate new customers. You may have a great new line of Widgets in stock, but no one is going to care unless they are getting a deal. The words "Free" and "Sale" are crucial in getting the attention of a potential customer. Using numbers and symbols (40% instead of Forty Percent) is also a great way to draw the eye to what you are saying.
The purpose of your postcard is threefold:
1. Tell them who you are.
2. Tell them what you are selling.
3. Give them a reason to respond.
You need to accomplish all three with as few words as possible.
So you've got the big, bright, beautiful artwork to get their attention. You have a great offer (in 4 words or less!) to get their interest. Now give them something to do - give the offer worth. Have them bring the card down to your store in order to get an extra 10% off your offer. Put a value on the offer. You can do that by limiting the length of the offer or stating that the offer is only good while supplies last.
The important thing to remember is you have to get their attention and then you have to keep it. And keep in mind, a picture is worth a 1000 words!
For more information visit our website: http://www.gagepress.com/
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