Never underestimate the humble postcard. A standard size postcard can quite literally get lost in the mail. But, the larger sizes, 5” x 7” and 6” x 9,” can create an impact and get your message across.
Think about what you notice within your incoming mail, at home and at work. The No. 10 white envelope probably gets ignored, unless it contains a check or a statement and is from a business you recognize. But, the postcard is right there; no opening required. It’s likely to get, at least, a quick glance.
Take advantage of that brief look to capture the attention and whet the appetite of your target audience. Keep the front (side without the mailing address) of your postcard simple and striking in design, but make sure it relates to your business. In other words, a rose is a thing of beauty, but if your business is roofing, a rose just doesn’t make sense. If you think your business is too mundane to provide subject matter for an eye-catching image, hire a graphic designer to help.
Limit your text on both sides of the postcard. In fact, sometimes no text or a few words to “tease” are all you need on the front. The copy on the other side should be brief and to the point. Postcards aren’t meant to tell someone everything you do. Emphasize one aspect of your business, or promote a special offer or event.
In this age of online advertising, the large postcard is an excellent tool. Yes, internet marketing is important, showing up on Google and all of that, but there are still so many websites “out there.” You need to advertise your website. Use a large postcard. The design portion can reflect the branding on your website and the text can simply give the site’s address and a reason to visit. If you update your website frequently, this is a great way to remind current and potential customers to visit often.
You don’t have to be a huge conglomerate to personalize your postcards. Many digital copiers and most digital presses “read” databases. Do some research online and talk to your trusted local printer. You’ll discover that postcards can be printed and addressed at the same time, creating a polished look.
From Biz2Biz NWA April 2009
By Marty Pierson / The Mullikin Agency / Springdale
