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By: Mike Ryan
President- Cactus Mailing Company
If you were to search the internet you, would probably run into dozens of direct mail and postcard marketing ‘how-to’ guides. Many of these articles talk about how to design an effective marketing postcard. Some of the articles say there are 5 key elements to designing a winning postcard - while others say there are as many as 12 key elements to a good postcard design. But, when it comes right down to it, there are only three core elements to a good postcard. As long as you’ve included these three elements in your design, you will have a great postcard design capable of getting great response rates!
1. A colorful design with an Attention Grabbing Headline is crucial! Color stands out and you want a colorful design that will have people picking your postcard out of the pile of mail that sits in their mailbox. Also, having an attention grabbing, 5 to 6 word headline, usually in bold/ large type will further induce the reader to look the postcard over. Engage the reader and let them know that you have something that they need.
2. Offer strong and make them know they need to act quickly! A strong offer when combined with a sense of urgency is the sure-fire way to make most people act fast because if your customers are like most people they will thrive on procrastination! If you offer a discount, a coupon or a free information guide, let them know that they need to act fast in order to get it.
3. Call to Action! No good postcard design will be successful without a call to action. It’s one of the most overlooked aspects of postcard marketing as most businesses don’t think they need to tell readers what to do. Sure, your postcard will have information about your business, just like it will have any special deals or coupons, but without a call to action many consumers won’t respond. Why? While they won’t admit it, consumers want and need to be told what to do and when to do it. If you really want people to “Call Now!” or “Visit our Website!” then you’ll have to tell them!
A great postcard design is important. Don’t underestimate the power of a good design, but don’t just settle for any company that puts together a ‘pretty’ design. At Cactus Mailing, our graphic designers are trained to design postcards that not only look great- but get great results!
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