In theory, postcards sound easy. After all, the amount of space you need to fill with graphics and copy is minimal. But that minimal space is exactly what makes creating postcards tricky. You want the postcard to catch your clients' eyes, but you also need to allow room for quality content that will cause your recipients to respond.
How can you do that? Editing. Not only of content, but of graphics. The more focused your message, offer, and graphics are, the better. Keep these tips in mind to help keep your postcard focused:
• Use simple images on the front of the postcard.
• Make your point and remove the fluff.
• Limit your content to one product, service, or event.
• Make a very clear and direct call-to-action.
• Consider making your offer on the front and back of the postcard to ensure visibility.
• Keep your font size readable.
• Include a finely-honed headline that identifies your audience, describes the primary offer, and explains the main benefit of the offer.
• Don't be afraid of white space.
Although creating a standard-class postcard provides you with a larger canvas than a first-class postcard--up to 6-1/8" x 11-1/2" x 1/4" thick versus 4-1/4" x 6" x 0.016" thick--your objective and your focus should remain the same. You only have a few seconds to pull your reader in. Make every word, and image, count.
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