Postcard marketing generally falls into one of three groups of creativity: mundane, straightforward, or mind-blowingly original. When planning your own postcard marketing campaign, 90% of the time it should be very straightfoward: offer up front, some quick details, and a call-to-action that says how to respond. Having too much information or diversions from the offer will only distract your audience.
Your direct mail postcards should never be mundane. Even highly technical B2B promotions messages should be written clearly and conversationally. Mundane will get you nowhere except the trash bin.
As for the final category – ultra-creative – done well, it can be extremely powerful. But you have to know how to do it, and when. Here are some simple tips to make your postcards mind-blowingly original without losing the effectiveness of the primary message.
1) Start with the headline.
Is there a way to say the same thing you’re already saying but in a more creative, punchy style? Think outside the box. Get crazy. Are you “selling office supplies” or “Dumping out the CEO’s desk?” Are you having a “sales event” or a “Superhero’s Return to Earth Discount Clearance?” These are just silly examples, but you get the picture. Get a little wild with your headline — just enough to make your audience say, “Huh?” before the more important “Ohh, cool!”
2) Get creative with your design.
This one’s best left up to the professionals. Putting a gorilla in a bikini on your postcard isn’t a great way to think outside the box in terms of design. But there are original ways to design a can’t-miss postcard while reinforcing the message itself.
3) Tell a story.
Turn your promotional postcards into a compelling tale! Use a customer testimonial (or your own) to “frame” the message of your postcard. People love stories. As long as they don’t mask the primary goal of your postcard, these stories will hook the reader in and pique their interest to respond.
4) Leave some curiosity.
Promotional postcards don’t always have to explain everything, especially if you’re directing prospects to a website that will have more information. Arouse their curiosity by asking a compelling question. Then, just put the call-to-action. Chances are you’ll get higher overall initial response than you would if you spelled everything out.
5) Make it stand out from all other mail.
One last thing to consider for creative postcard marketing is the shape or style of the postcard itself. Consider using die-cut designs, which can be shaped almost any you wish. Or, try attaching something to the postcards, such as a detachable magnet. Direct mail has come a long way over the years, and there are tons of creative things you can do to make an impact with your audience.
