1. A clear, bold headline.
On the front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that’s not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.

2. A graphic that supports the message.
The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with a SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.

3. Color that pops.
Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, “What do I see first?” If your answer isn’t the headline, you might want to tweak the colors.

4. Subheads that lead into text.
If you have a couple of paragraphs of text with no lead in, there’s nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.

5. Benefits, benefits, benefits.
One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

6. The offer.
An offer is always a good idea and should represent a specific reason to call now, such as “Limited supply” or “Interest rates are climbing.”

7. Your company name and logo.
Although this needs to be on the mailer, it shouldn’t overshadow the offer. Customers care most about what you can do for them.

8. Call to action.
Tell prospects exactly what you want them to do. “Call today for more information” or “See us online” are two of the most common desired actions.

9. Contact information.
Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily.

10. Return address.
A return address ensures you’ll get returned mail from the post office and sends a message that you’re an established professional. People feel better knowing the company they’re dealing with has an actual location.

Postcard Marketing: Top 5 Goals of Direct Mail Postcards

Here’s why I like postcard marketing campaigns: Short, crisp, and to the point, direct mail postcards are one of the fastest and lowest cost ways to make your phone ring.

Postcards are not necessarily a good marketing campaign for the straight-up, out-and-out closing of a sale, but if created correctly, direct mail postcards can be great for pre-selling products and services, building brand awareness, and creating customer loyalty. And, of course, I saved the best for last: Postcards are the most efficient and excellent direct mail advertising vehicles for generating phone calls.

A postcard direct mail campaign can make your phone ring off the hook with compelling headlines, smooth transitions, charming copywriting, lively graphics, an irresistible offer, and a solid call to action. Even further: A series of direct mail post cards can receive an explosive response, build customer loyalty, and stimulate brand awareness. Yet, postcards remain one the easiest to manage direct mail marketing campaigns.

Even though postcards aren’t the best for closing sales because of their short format and open architecture (no one can enclose a check to pay for an order or write a credit card number), response can still be quite high. Here are several important goals of using postcards in any direct mail marketing campaign.

1. Generate phone calls.
The number one objective of most postcard marketing campaigns is to generate a phone call. Ninety percent of the postcards I create for clients are written to fulfill this single objective: Make the phone ring.

The way to make the phone ring is very straightforward in this short postcard format: Offer something for FREE and ask for the phone call several times on the card. “Call for FREE information!” or “Call for FREE review! Call for free analysis. Call for our FREE booklet. Call for FREE quote. Call for…” well, you get the idea. Ask readers to call you enough and they will. Every time a reader calls, you have the opportunity to provide better service and increase client loyalty and longevity. And, oh, yeah…did I mention increase sales and revenue? Yeah, you can do that, too. Did you notice I said YOU do that? Your postcard doesn’t do that, YOU do that. The postcard generates the call, but YOU make the sale.

2. Build brand awareness.
The other 10 percent of the postcards I create build brand. By mailing postcards frequently, you can stay in the top of your client’s and prospect’s minds. So, when your clients need anything that relates to your business—whatever you’re selling—they immediately think of you, and call you first.

3. Create instant success.
Postcards can generate immediate response if your offer touches a timely trigger point. Figure out what your prospect’s immediate need is and address that in your card. Then, ask for the call—what else?

4. Build relationships.
Sure, you can—it’s easy! But, not with a single postcard. You need to create this direct mail marketing campaign over time, with a series of postcards. Mailing postcards every two weeks is ideal. The key to success? Your list, relevancy, and your offer.

5. Sell your Benefits
The final objective is to realize that you don’t need to sell your product from the post card. That’s right—don’t sell your product—but, you do generate phone calls and inquiries. Then, when the person calls, YOU sell your product or service. Now, you see how it’s much easier to achieve your goal (generating a phone call) with your direct mail postcard, than getting an order: To actually make someone put money into an envelope and wave goodbye to it.

And, since postcards are easy to handle, postcards are so much less work than other direct mail marketing campaigns which consist of letters, brochures, or anything that needs to be placed in an envelope—folded or stapled. So, much less fuss and muss—just address and mail. Postcards are easy. These are the “goals” and objectives of your postcard marketing campaign.

The Val Card Mailer is a unique laminated direct-mail postcard.  All Val Card Mailers feature a detachable, credit-size card that the recipient can save and redeem later.