Author: 1. The Big Idea: A good offer will always motivate people to be responsive, and a solid promise of valuable gain will motivate even further, but simply the aesthetic of the postcard alone will not. Before you worry about the wording or the design of your direct mail postcard, focus on the big idea. What's the whole point behind your direct mail postcards? What's the offer, incentive or idea that's going to make people excited and sold on your business?
2. Mailing List: Now that you have a big idea for your direct mail postcards, you'll need to send it to the right group of people. You'll need a direct mail list that matches your ideal audience profile as closely as possible to ensure the highest possibility for success. If you aren't sure how to produce a mailing list, there are professional data companies like InfoUSA that can assist you.
3. Polish that Headline: That moment when your postcard comes out of the mailbox and either engages them or loses them is the most important. A strong headline goes a long way in helping you survive the first glimpse. The Postcard Headline should be (A) easy to read at first glance, (B) interesting in some way
4. The Right Postcard Image: When using postcards, space can be limiting. In most cases, when placing an image or logo you should only have one solid image on the non-address side of the postcard. Your image should be (A) eye-catching, (B) relevant to your headline and message,
5. Limit the Postcard's Scope: Previously mentioned, with limited space it's wise to limit the pitch of your message to one major product or idea. By limiting each postcard to one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could explain the primary benefits, offer a few testimonials, and perhaps include some product photos
6. Clarify your message: Don't assume that people will understand your product or service as well as you because they won't. On your direct mail postcards, your message has to be very clear and easy to understand, with only one read-through. If people don't get it the first time around, they won't give you another chance.
7. Use a strong but realistic call to action: The call to action is the culmination of the postcard's message. It tells the reader what he or she should do next in order to learn more or take action. An effective way would be a toll free number or a simple web address.
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About the Author:
Robert Mir is the owner of Mir Printing & Graphics, a print firm located in Canoga Park, CA.
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