Don’t Waste a Single Word on Your Postcard!
I don’t know if it is a result of the pandemic and so many people having to spend time on their own, but I’ve noticed so many more people taking up activities they might not have otherwise. From baking bread to a scary level of home organization to fat-burning workout routines, everyone seems to be taking the time to try something new. And for the most part, it’s been a success.
Where I don’t advocate experimenting the proven or engaging in untested habits is with your direct marketing postcard copy. We know what works, and what doesn’t. We know how to get the best bang from your buck. And we know that these 4 Highly Effective Postcard Standards should never be altered or deviated from if you want to see success from your postcard campaign.
- Tie the headline and the body together – Right from the first glimpse of the postcard, you want to begin making the connection in the reader’s mind. The headline is a bold beginning, an enticement to read further. And the body of the postcard (or where the copy is clustered) brings them right back to the pain point you highlighted with the headline. This needs to be done smoothly, but immediately. Don’t let their attention wane by saying two different things and making them lose interest. They’ll NEVER get to your CTA if you do that.
- Lead the horse to water – You can’t be shy in your intentions here. Don’t be rude, and certainly try to preserve the myth that the reader is making the decision to keep reading…but you need to point them where you want them to go. And in the space of time it takes to read two sides of a postcard, the destination is always your Call-to-Action. What is the next step? How do they learn more about your product or service? Tell. Them. Show. Them. Spell it out for them, and ensure there is zero mystery about what it is you want them to ultimately do.
- Shine a spotlight on the Benefits – We’ve already talked about making the connection for the reader between the headline and the body. But in providing a solution to the reader’s pain point(s), it’s critical to put the benefits front and center. If you can’t do for the prospect exactly what it is they need or want, you could have the best product or service in the world, and it won’t matter. Shine the light on those benefits. Underline and bold what you’re going to do in a way that no one else can.
- K.I.S.S. – Keep it simple, sir. That is in no way a put-down or negative assumption about your target audience. Rather, it speaks to the time someone is going to devote to absorbing what you want to tell them. The more difficult it is to pronounce words, understand concepts (assuming this is a general postcard mailing and not targeted to a specific industry), or generally figure out what they’re ‘supposed’ to be getting from the postcard, the less likely they’re going to finish reading, and even less likely they’ll become your newest prospect. Do the math for them, break up your sentences or important points, and rely on simplicity to get you to the next step.
The combinations of front/back design, graphics packages, language, contexts, and approaches to a direct mail postcard campaign are limitless. There is no one way to tackle what your postcard should look like or what it should say. But there are absolutely criteria that will ensure better readability, better idea understanding, and better transition from reader to Call-to-Action to prospect to sale.
It’s said that it takes as little as 21 days to form a habit (pandemic-related or not). Give Opportunity Knocks a call today and speak with one of our Success Coaches. They’ve already perfected their sour dough recipes and yoga poses, and are standing by ready to help you craft the most effective and efficient direct mail postcard campaign you can imagine.