The design printed on your postcard accounts for around 40% of the success of your campaign. So to get good ROI from your postcard mailing, pay close attention to the design. From an attractive and communicative headline and image on the front to compelling body copy and benefit-filled bullets, the design is responsible for catching attention and driving home your message. If you design it right, you can convert that first glance into so much more.

Here are ten important design elements to consider:

1. A defined public. That's right, you've got to have someone to read your postcard. Go beyond "people in your area" and really flesh out who's right for your product or service. Are they married? Own their homes? Have kids? Get inside their heads. What are their worries, dreams, frustrations, hopes? This perspective will help all the pieces of your postcard come together--from your picture to your headline to your text.

2. A simple message. There's no reason to send a direct mail postcard without something to say. Whether this is a product or service, a giveaway, or something less tangible, keep your message clear and simple. Also, make sure to determine where your public and your message intersect--what is it that makes these particular people want this particular message?

3. Postcard Sample A colorful, eye-catching picture. The very first thing your prospect sees is that picture on the front of your card. Go with something exciting, something that will make the reader really take notice. Relate the picture to your solution and your public.

4. A standout headline. Draw the reader in with a large, clear, attention-grabbing headline. It should be among the first things people see when they look at your card, so make it stand out using size, font and color. Relate it to the picture for more power.

5. Copy that compels. Once you've gotten their attention with your image and headline, your copy must whip up their interest and drive home your message. Focus on benefits, be direct and remember that less is definitely more. To keep your message simple and clear, consider using bullets for added emphasis. Use subheadings that lead into text and short sentences for easy skimming. Keep the tone excited and urgent. Postcard Sample

6. Call to action. Never forget to direct the readers to take the action you want! Whether they should call or come in, make that step clear and strong. Don't be wishy-washy. Your postcard has built their interest to this point: now the call to action must specifically direct people to ACT.

7. Offer or special. While not necessary in every case, an offer, guarantee or special can remove any risk customers may feel. It can remove a reason not to take action and make it more compelling to take the action you have directed them toward.

8. Complete contact information. You might be surprised how often this is forgotten. A return address means you'll get any address updates back from the post office and gives people one more way to find you. Make sure you don't neglect your phone number, store location or web address, and make sure you double-check it before you print your cards. Giving readers different options to contact you will make them more likely to use the one easiest for them. And make sure you have a good website or salesperson in place to handle the responses when they come in.

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