If you want to design effective postcards, then aim for
"Refrigerator Door Mindshare."
By this, I mean that you should create a card that someone
would be proud to display on his or her refrigerator door.
The image on the front of your postcard should be simple,
but attractive. I've found that brightly colored cards pull
a better response than dark, moody cards. Save your artistic
angst for some other medium.
You should also create an image that's easily comprehended.
Why? Because your recipients will only give your cards a one-
or two-second glance before deciding to keep them or throw
Think billboard. A billboard must get its point across quickly
because people are driving by at high rates of speed. It also
must be memorable.
So, here's a homework assignment, the next time you're out
and about, look at the billboards. Advertisers are paying
good money to put them up, so why not use them as a source
of free design ideas?
Now, ask yourself a couple of questions:
1. Which billboards are memorable?
2. Which billboards are forgettable?
You can also do the same thing with advertising you see in
bus and train stations, or in airports.
You may have noticed this when you've been sending postcards,
or doing some other form of marketing. Your responders will
fall into one of the following groups:
1. People who respond right away.
2. People who respond several weeks, months, or even years
You may get a lot of "right away" responders, which is the
desired result of most marketing activities, but you'll still
get replies from people who've saved your postcards.
And "keeper cards" are a good thing. Why? Because if your
recipients are keeping what you're sending out, chances are
good that they'll eventually do business with you.
Learn more about postcard marketing
and promotion with Martha's
Postcard Marketing Secrets,
a downloadable PDF manual, jam packed with great information.
here to order your copy.
©2004, Martha Retallick