Posted By Seamus Barton
6 Must-Have Elements for Your Next Postcard Print
Despite social media and email marketing gaining traction as frequent advertising tactics, postcards are still hugely relevant and significant in day-to-day marketing. While digital marketing continues to grow as a popular form of marketing, the digital trend actually benefits audiences that opt for postcard printing.
Postcards are tangible items that can be held in a client’s hands. They allow you to reach demographics who dislike digital messaging, and much prefer face-to-face physical communications. It makes them feel special and understood.
Printing postcards for direct mail is an easy way to set your business apart from your competitors who rely solely on digital marketing. With that in mind, here are six must-have elements for your next postcard advertisement:
1. Clean, crisp design
Whenever you produce creative files — for print or digital mediums — clarity is of the utmost importance. Without a crisp, clear design that’s easy for prospects to read, your advertisement will probably fail. When designing your ad, be sure to pick colours with strong intention. Complementary colours can be a great way to create a positive, aesthetically-pleasing flow to your ad. Conversely, opposing colours can be a great way to add contrast and make your ad stand out.
If you use a background image, ensure it doesn’t distract from your copy or make it difficult to read. This is why it is crucial that you pick a clear, simple font that is easy to read when paired with your image. Simple designs can be effective, so don’t worry about making your direct mail postcard unnecessarily complex — just make sure it catches the eye of anyone who receives it.
2. Engaging, concise copy
Even with the best graphic design and clear, bold headlines, postcard mailing campaigns need engaging copy to hold the reader’s attention after the graphic catches their eye. As with digital ads, focus on being clear and concise with your language. You don’t have to tell the whole story on the postcard; you have to convince the reader to follow-up for more details. The best copy is intriguing and clear while also giving the reader a way to follow-up with your team.
Your headline is one of the most — if not the most — important features of your postcard advertisement. Besides the graphic or the main image, this will be the first thing the viewer sees, making it essential to catch their attention and hold it. Your headline should be concise and straightforward; it sets the tone for the entire advertisement, so make sure it is relevant to the product or service you are hoping to sell. In terms of design, make sure you use a clear font with a colour that stands out from the graphic or background.
4. Use benefit statements
Remember, this postcard is meant to capture the attention of the reader and convince them to explore your offering further. You don’t need to include all of the details, but you do need to show off enough positive traits to convince the reader to follow-up. With that in mind, focus more on benefit statements, rather than only listing the features of your offering. By clearly explaining the benefits provided by your product or service and connecting them to specific features, you can clearly explain how your offering will make the prospect’s life better.
Benefit statements paint a picture of what their life will be like if they take you up on your offer, so make this as enticing as possible to increase engagement. If done correctly, a prospect will read your benefit points and not be able to resist reaching out to see how you can help them.
5. Powerful, relevant imagery
Regardless of what product or service you are advertising, it is important to include an image that is relevant and easily connects to your offering. In the days of stock photos, there are some strange advertisements out there, as not all stock photos are relevant to the product or service being advertised. Remember: your postcard is telling a story about how your product or service will help make your prospects’ lives better — it is crucial that you connect your image to your offering.
If you sell sporting equipment, consider a graphic with a mid-game image of a baseball player at the plate. For a service-based business such as health insurance, consider using an image of grandparents having dinner with three generations of kids and grandkids. While this isn’t directly related to health insurance, it paints a picture of a healthy, happy family.
6. Specific branding
Whether you opt for digital marketing or paper ads like postcards, creating brand awareness is the goal. Fortunately, you can utilize both approaches to extend your reach, and digital campaigns can work alongside direct mail delivery and traditional advertising. Be sure to include your social media profiles (Facebook, Twitter, Instagram, LinkedIn, etc.) on your postcard, as it gives prospects a simple, easy way to follow-up with you. Don’t forget to include your logo and website, and opt for complementary colours to make your logo stand out from the rest of the ad. It never hurts to include your contact info, phone number, and even a snapshot of your location on a map.