14 New Tips on Creating Effective Post Cards
Hi. Jeff Dobkin here. You remember me, old guy who is cranky when he wakes up and then it all goes downhill from there for the rest of the day. Bum knee, bald spot and can’t eat sugars. On the other hand, I’m ranked 4th in the state in racquetball and I dirtbike most every weekend. Go ahead – try and keep up.
The most effective direct mail campaign ever:
A letter is the most effective piece of mail for generating a phone call, but a post card isn’t bad either if you have a short selling proposition and offer something great for FREE.
Post cards campaigns are most effective for staying in “Top of Mind” awareness campaigns when mailed every 4 to 6 weeks. Any questions?
The post card is an anomaly in the postal system. You can actually mail a post card first class cheaper than you can mail it bulk rate. In addition, you can get post cards imprinted with an address and a bar code and save more in postage costs than you pay for this addressing service. Delivery is one to three days.
What I like best about post cards is by the time the reader decides to toss it out, he’s already read it. No getting around it, readership can be extremely high for a well designed card.
For post cards to be effective, some rules apply.
1. Attract Attention, Interest the reader, show something they Desire, and Ask for Action. AIDA. I know it’s boring, but it’s still one of the remaining places this old advertising acronym works.
2. Don’t sell anything. That’s right. A post card is too short for a sales pitch. The objective is simple: make your best offer to Generate a phone call.
Here’s how:
3. Show a bold headline that interests the reader. Want an effective formula to create a winning headline? Here it is: Write 50 headlines, go back and pick out your best one. Hey, I didn’t say you’d like it – I just said it would be effective. Go on: write 50. I’ll wait.
4. OK, start writing. So what if it takes you 2 days. What are you waiting for? Go on… just start.
5. Still no luck writing? Need help? OK, here’s a hint: offer a FREE BOOKLET. Free offers get readers to call, and… HEY! That’s the objective of the card.
6. The TITLE of the booklet drives the reader to call. So make it a great one, information everyone MUST have. Here’s how: Write 100 titles, then go back and pick out your best one. And you complained about writing 50 headlines… this’ll teach you not to complain.
7. Keep copy tight and crisp. Make it look easy to read, even if it isn’t. Edit it. Then edit it again. Then go back and take out 1/3 more words. What? You can’t? Send it to me (hard copy, please) – I have a big red pen and I’m not afraid to use it…
8. Spend time or money or both on the billboard side. You have 2 seconds of your reader’s undivided attention before your card gets thrown out – best use it wisely. Create an awesome headline. Make your free booklet offer stands out. Then, bulleted lists work well. Short blocks of copy work well also.
Break up copy by using subheads (smaller bold headlines) above every few paragraphs. Readers will scan these so keep them interesting. Direct the reader’s eyeflow to go exactly where you want.
9. Above all, interest the reader and keep him reading. Once the reader loses interest he stops reading, and the card gets tossed out. Interest must be immediate – and sustained – as the reader is still standing over the, ummm, round file.
10. While it can be very effective, I don’t recommend 4 color especially when using a mediocre stock photograph. There are too many 4-color cards out there with stock photography and with the market way over-saturated with them, they lose effectiveness. Design in 1 or 2 colors for a refreshing look. Use upscale stock. Don’t use glossy stock, postal equipment will leave black roller marks on the white background.
11. Use a graphic. Your logo or graphic is a visual hook so readers remember your first card when you send the second one. Not too big, though.
12. Design with type. Spend time on design, and typography. Forget stock photography, spend your whole art budget here. The money you save from not buying a stock photo or hiring an illustrator will more than pay for itself when you spend it on a great, over-the-top graphic designer.
13. Have a big phone number. Old people should be able to read it when the card is at arm’s length or sitting on a desk.
Recap: Keep it short, crisp and easy to read. Big bold headlines and offer something FREE to get readers to call and have a big phone number. The only objective is to call – measure every line of copy against this objective – does this line make people call or not?
14. While this is about post cards, for the most effective you can be in the mail, I’d mix in a letter once in a while.
A few post card printers and mailers
Modern postcard
modernpostcard.com
printers and mailers
800-959-8365
250 postcards $99
500 postcards $129
5,000 postcards $455
Postcard Press
www.postcardpress.com
Printers and mailers
800-217-9628
500 postcards for $95
5000 postcards for $289
Sandoval Graphics and Printing
856-435-7320
One and Two Color Post Cards
Not the cheapest, but a trusted source.
Printed on Extra Premium Linen Stock
1,000 oversize (5-1/2” x 8-1/2”) postcards, $188
5,000 oversize postcards, $675
Simply Postcards
simplypostcards.com
800-770-4102
1,000 postcards $160
5,000 postcards $250