Making your Postcard as enticing as a tropical getaway

By Winn Apple   |   Published May, 2013

Postcards have found a soft spot in the hearts of many. We receive postcards from friends and loved ones who have departed for sandy beaches and faraway places – reminding us that they are having fun whilst we sit in our cubicle.

There are racks and racks of postcards designed to entertain and amuse – and their offspring, the marketing post card, is no less effective at enlisting a reaction.

What inspires someone to snag a postcard from a Cracker Barrel wire rack is not so different than the triggers from a postcard soliciting business. Both postcards deliver the intended message to the recipient – creating an impression, conjuring a mood and possibly encouraging action such as, “I need a vacation!”

When designing and printing a postcard for a marketing campaign, consider what scenario you are crafting for your recipient. Whether it be sipping a frosty Pina Colada at a far away resort, or insuring them that your product and service will make them feel relaxed and at ease with your expertise, or dangling your “you gotta have it sale” causing them to whiz through traffic to get to your store – your postcard can do exactly that, if designed smartly, printed beautifully and targeted to the right audience.

What makes a standout postcard?

Just like those tantalizing postcards you find on vacation, an attention grabbing image is the first thing to consider. This is what will have your audience take pause when they riffle through their mail. If they don’t know about your business, your postcard better catch them quick or else suffer the fate of junk mail.

What is so irresistible about what you’re selling? How’s it gonna make their day totally awesome? Your product or service ultimately solves some problem – even if it is a new outfit for a blind date.

Problem – I wanna look smoking hot, but I’m short on cash.

Solution - 50-70% off smoking hot designer cloths!

Your postcard delivered to the right person at the right time with the right incentive equals a new customer.

Get straight to the point. A postcard doesn’t work if you overload it with unnecessary information. Be succinct and to the point. Your reader will scan the postcard for just facts and quickly decide if they are interested. If you confuse them, they will chuck your postcard.

Build in an additional way to track the success of your printed postcard – unlike a digital version – you have no idea if it has been read. Offer an additional incentive to go online and sign up. Offer additional percentage off their purchase or a free gift. They may not need your product or service now, but they may need you late.

Speaking of needing you later, this is exactly the reasoning behind monthly postcard print and mailing. Not only can you catch your reader when they are in the market for your goods, but you will imbed yourself into their thoughts only to surface in time of need.

Printing and mailing your postcard with a printer who offers both of these services is not only a time and money saver but has a smaller impact on the environment by reducing the fuel required to transport your postcards from place to place.

An in house print and mail service also ensures that your postcard will arrive in better condition.

Let’s not forget printing on recycled paper. Letting your recipients know that you printed with an eco-friendly printer and selected forest friendly card stock will have an impact on their perception of you. It really does. When you do print green, make sure you include a recycled logo on your post card.

We also offer on-line postcard printing. If your booklet files are ready to send to press – visit our on-line eco-friendly printing site, PrintingGreen.com. Send your postcard to press instantly.

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About the Author

In addition to crafting content and blogs, Winn Apple writes short stories and novellas for middle-grade readers. You can find her short stories along with a portfolio on her site, MysticJunkyard.com or on her soon to release website, snugbuggle.com - the best darn place to find short stories for kids.