14 Tips for Producing Postcards with Pizzazz
With 99.9 percent of all postcards perfect rectangles, make yours stand out by investing in a die-cut. I once wrote a postcard offering a free piece of pie with a "bite" cut out of it.
8. The Unexpected
How about affixing a peel-off magnet — perfect for getting your phone number on your reader's refrigerator. Or what about a scratch-off that reveals a surprise discount for Web-only orders? Or a Post-It® note with a PURL offer?
9. Picture Postcard
People love getting picture postcards from faraway places. Find an appropriate reason to send one. They look more personal — especially when you use a live postage stamp.
10. Short Copy
You've heard this from a copywriter: Don't try to say too much on a postcard. Keep copy short and offer-focused.
11. Eye Flow
Use type and design to move the reader's eye wherever you want it to go ... especially your call-to-action.
12. Get Over It
Give readers a reason to turn your postcard over and read both sides. Reinforce your "get over" message with an arrow or teaser, "See back for discount."
When appropriate, invest in a live stamp vs. printed indicia or metering. It's a small detail that can make your postcard look more important and personal than others in the stack.
Use variable data printing (VDP) to not only personalize but also customize postcards — making them individually relevant. Consider individualizing headlines, offers, even images.
Remember, it's not just another postcard. It's your direct marketing piece responsible for generating response.
Pat Friesen is a direct response writer/creative strategist who writes for direct mail, email, blogs, catalogs, the Web and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913-341-1211 and Pat@PatFriesen.com.