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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."
13. Postage
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.
14. VDP
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.
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Secrets of Direct Marketing Testing
PURLs for Profit
