5 Postcard Printing Mistakes to Avoid

Frank Salsa asked:

Postcards can be a powerful advertising tool for your business. They can serve as a reminder for previous clients that haven’t shopped with you for a quarter, or they can work as a way to attract new clients to your business. Powerful postcards can inform everyone of a new product or service, advertise a special sale, or inform everyone of your newly designed website.

The Advantages of Postcards

There are many advantages to using postcards. The first is that most postcards are read by the recipient. While a letter in an envelope has to be opened to read, postcards can share their information quickly and easily.

For businesses, postcards are one of the cheapest forms of direct mailings that you can use. They are also easy to create, provided that you know some simple rules.

In order for your postcards to be effective, you need to avoid some common postcard mistakes. Here is a look at the top five mistakes and how you can prevent them from happening on your company’s postcards.

Targeting the Wrong Market

One of the biggest postcard printing mistakes is targeting the wrong people with your mail outs. Remember, you should be sending your postcards to people who would actually be interested in your products or services. The best way to do this is to send postcards to customers that have purchased from you in the past. If you do work with a list broker, make sure that you are purchasing or renting a list that targets consumers interested in your industry.

Not Being Personal

Another common mistake with postcard printings is that companies forget to make the message personal, and instead, treat it like a formal ad space. However, adding a personalized touch will generate more replies. For example, if you operate a veterinary clinic, instead of sending out a postcard advertising vaccines for cats, try personalized postcards that tell the client that Fluffy is due for her annual exam.

Spending Too Much

Another big printing mistake that companies make is spending too much on postcard printing. Printing on your own can cost a fortune in ink and paper. Instead, try shopping online for printers that can create a personalized product for you at a reasonable rate.

Trying to Close the Sale

Some companies go overboard with their postcard advertising and try to close the sale on the back of the card. There is just not enough room to provide all of that information! Instead, give the customer just enough information to attract their attention, and then tell them where to go to find out more. This can be a phone number to call, a website to visit, or directions to your store.

Not Enough Attention to Detail

A postcard is primarily a visual object, and too many businesses fail to make the postcard visually stimulating. Make sure that the headline stands out clearly. Choose a clear image that is pertinent to your product and services. And make sure that the message is clear, concise, and legible. If the customer cannot read your card, then they will never follow through on what you want them to do next.

If you can avoid these common postcard printing mistakes, then you can make sure that your postcards are effective at the job you want them to do.

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