With about 150 million direct mail campaigns sent out per year, there’s still a lot of competition for customer attention at the mailbox in the digital era.
As a business owner, it’s important to stand out from the dozens of other pieces of mail your customers are getting. If your postcard campaign isn’t working, tweak your approach to design.
Though you might think most designers are working on the web, many are still handling print and digital ads. As the advertising world has dispersed, so has the talent. There’s never been a better time to stand out in print.
If you want your next postcard campaign to have maximum impact, you must take your design to the next level. Follow these 10 tips to ensure your campaign is a huge success:
1. Headlines Matter
First, you need to make sure you have a simple point you want to get across with your postcard. It should be clear and bold, both in design and impact.
Don’t clutter your postcard with long text to describe some lofty concept.
Hit your customers over the head with a few words that get them in contact with you. It should be immediately clear what your company does and what you’re offering to clients.
2. Images Carry Weight
The graphic on your card needs to be as bold and clear as your headline.
Make sure that the headline is underscored by your image and not thrown into conflict with it. By looking at the image, you should be able to assume what the headline says without reading it.
You should also reinforce your message. The image needs to prove the successful outcome of your services. Show the “after” image, not the “before”.
3. Use Colors That Make You Jump
Your text and headline need to jump out from the image. Rather than black or white, see which colors can stand out from the image and draw your attention.
Print up some tests and show them to friends or staffers. Flip them over and ask your viewers to tell you what they see first. When you show off the front, you want them to tell you it’s the headline.
If the headline isn’t the first thing to jump out, you’ve got some work to do with your campaign. Take some tips from music flyer design for new ideas.
4. Long Texts Require Subheadings
If you want your readers to go through a lot of copy, you need to break it down for them. Looking at a big block of text can be daunting if you’re not ready to take in information.
Use your subheaders as “mini-headlines” that allow you to give readers an idea of what to expect. The longer your text is, the more likely you’ll need to use subheadings.
5. Name the Results
Rather than telling people what you’re offering and having them try to draw conclusions as to what they could end up with, tell them directly.
Don’t just list the features of your offer. Tell readers how their lives could be improved.
While you may want to leave it open to interpretation, your offer needs to be specific.
6. Tell Them Why to Move Now
Your readers need a reason to act the moment they see your postcard. Simply telling them to “act now” without giving them a reason won’t get them to knock on your door.
Use seasonal changes, current events, or market trends to help you tell readers what to do. If you know that home prices are going down, tell customers to sell now before prices drop.
Make your offer a limited time affair to get results ASAP. Limit the supply of your offer or give them a deadline to call in. This will inspire people to call in sooner.
7. Your Company’s Mark
Your company’s name and logo should be featured prominently. While this might seem like a no-brainer, you’d be surprised how many companies forget to brand their own postcards.
There’s no need to take up too much space with this information.
The center of your card needs to be what you’re offering. Customers will find out who you are after they figure out what you can do for them.
8. Use a Call-to-Action
Make sure there’s a direct statement requesting a response from your readers.
The best thing they can do is to make sure that they get in touch with you. Just saying “Call for a free consultation”, “check out our site”, or “contact us for more information” can get the point across.
When you give a direct command, be sure it ties to your headline. For some great ideas for calls to action, read more here!
9. Contact Info
You need to ensure that all the information that your customers need to contact you is clearly written on the card. Give your name, phone number, and website on the card.
Focus most on the channel where you’ve best been able to capture prospects. Get them to contact you immediately so you can start converting customers as soon as your cards land in their mailboxes.
10. Return Address
Your return address will ensure you can get mail back if any cards from your campaign are undeliverable. This tells mailing companies and customers alike that you’re a true professional.
If you have a physical location, customers will know you’re a legitimate business. This helps build trust and loyalty.
Your Postcard Campaign Will Be a Hit with Some Help
It’s not hard for a postcard campaign to become a hit these days. Offering a coupon, a scratch-off section, or a special code will make customers feel special and want to get in contact with you.
If you’re ready to start your next campaign off right, contact us for more tips today!