Designing a Postcard that Sells

For your direct mail to be successful, people have to read it. It’s been said that you have about 3 seconds to get your recipient to decide if he or she will read it or if it will be thrown into the wastebasket. So how you do you get your reader to read your direct mail piece?

With a direct mail postcard, design is critical. Here are some ideas for you to keep in mind as you design your direct mail postcard.

1. The headline is critical. Think of a postcard as a small billboard. You’ve got to grab your reader’s attention quickly. Make your headline stand out with a clear, straightforward statement that inspires your reader to read on.

A heating and air conditioning contractor, for example, might make a statement such as…”We can cut your cooling costs by 40%”. With today’s high energy costs, that statement will likely grab attention.

2. Make good use of color. We live in a world of color. You’re competing for attention in the mailbox and a colorful mailer is much more likely to be read. Be careful of what colors you choose. Reverse type, that is white copy on a dark background, is hard to read. So is copy printed in light colors.

3. Be sure you choose graphics that are appropriate to your business. Realtors want to show illustrations of homes; retailers may want to show specific products. Don’t distract from your message by using pictures that have nothing to do with your product or service.

4. Make good use of white space. Don’t feel that you must fill up every available space on your postcard. Less copy and fewer illustrations will standout and make your message more readable.

5. Be sure that your mailer has an offer. By offer I mean, “If you do what I want you to do for me, here is what I am going to do for you.” Typical offers include such things as these:

Send in the card or call us for a free estimate

Come in for a test drive

Bring in this card and receive a discount or free gift

6. Keep your postcard focused. Emphasize only a single idea or product. When you emphasize everything you end up emphasizing nothing. You don’t have space on a postcard to discuss multiple topics and to do it well. So stick to your main product or service.

7. Be sure to include your company name and address. Everyone wants to know who they are doing business with. Avoid the use of P.O. boxes….they suggest that you are a small business. Use a street address. If you want phone calls or email replies, also include your phone number and email address. Make it simple and easy for prospects to get in touch with you. Your response will improve.

8. Know the difference between benefits and features. A benefit is what’s in it for me. If I do what you want me to do, what benefit do I get? If I don’t get a benefit, I’m not likely to be interested. Saying that a camera weighs 3 pounds is a feature. Saying that the camera is lightweight and easy to hold, is a benefit. Always think…what will my product or service do for the prospect?

We’ve outlined some important elements of designing a successful postcard. If you aren’t a layout artist, and most people aren’t, don’t be concerned. Avery Print and Mail offers complete postcard layout design services at no charge when you place an order.

By using Avery’s design services you will have the benefit of their professional experience in producing thousands of postcard designs. They’ll maximize your use of typefaces, layout, good placement of your photos or illustrations and they will be sure that your design meets all of requirement of the Postal Service.

You can reach Avery Print and Mail Center by calling 877.283.7976.

designing a postcard