Be simple, direct and effective.

It takes a split-second to decide to read a postcard or throw it away. You have a bare instant to capture attention and then only moments more to deliver your message. Did you get the one we just delivered?

Postcards that deliver do so because they are both direct and effective.

Common Mistakes With Postcards

* Failing to attract attention. People get lots of mail. They are so bombarded by marketing messages that they simply tune most of it out. No matter how great your product might be, who cares if no one notices the card in the first place? Lack of color, low quality printing or simply boring design all lead you straight to the wastebasket.

* Saying too much at once. Recall the last promotion you received that was a wall of text. Did you read it? Probably not – it was overwhelming! I’m sure your product has a lot of great features, but don’t try to put them all on your postcard. You’ll have plenty of time to go into a full sales pitch when they call you.

* Promoting multiple products. You’re trying to get their attention so don’t go scattering what you do get onto several different things at once. Make it easy by keeping it simple. You don’t have enough space anyway. Remember, you’ll have plenty more time to sell them other things once you get them in front of you or on the phone.

* Trying to reach everyone. Different types of prospects need different messages, each tailored to the specific needs and interests that that type of person. If you try to put it all on one card and send it out to everyone, you can end up not appealing to anyone. Pick your public and tailor your message to them.

* Being unclear. Let’s suppose you’re selling an office chair that’s easy on the back. Your message is, "This is a great special chair which when people sit in it makes it easier when they work and then they won’t complain to you their employer about their backs"… Huh? If they need to read it several times just to possibly understand it, so you’ve already lost them. Be clearer.

* Focusing on the features, not the benefits. Like most people, many marketers tend to focus on the features of their product, their hard work, their problems. Your prospects are exactly the same. They’re interested what it will do for them. Don’t talk about how many years of development, just tell them it will get the stain out every time. Don’t talk about fresh ingredients, talk about amazing taste. They only care about the features if it brings them a benefit.

What You’re Trying to Accomplish

* Get your postcard noticed! Make your card easy to see and interesting. A bright, attractive image and design stands out and won’t get lost in the mail. Work color in where possible and make your headlines clear, bold and obvious. Remember, that first glance can last less than a second. An effective design cuts through the mass of advertising and gets their attention in that moment.

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