According to the large volume of marketing advice available, printed postcards should be one of the most successful advertisements available for most businesses.  Are your results less than satisfactory even though you have followed design, printing, and mailing tips? If so, you may need to rethink the layout of your postcard. What works for one company may not work for yours. Successful marketing requires careful testing, so don’t despair if it takes time before you see the results everyone is bragging about. Below are some areas that might need to be reworked on your postcard to improve results.

Focus on the Back Side
Many mail carriers deliver the mail address-side-up. If the back of a postcard only contains the address information, clients may trashing your direct mail piece before the headline has a chance to catch their attention. Test placing your headline and offer on the back of the postcard and save the front for extra information.

Limit Information
Obviously, a postcard contains very limited real estate space. Avoid packing every little detail onto the postcard as this can result in a littered layout and, therefore, hidden message. Cut down the amount of words to include only the most important information. You merely need to cause clients to take the next step, not know every step of the offer.

Make a Unique Offer
If yours is the same as every other business offer, prospects will see no reason use your company above another. Without a tempting offer, an advertising campaign is useless.  The offer is what compels readers to take action. So give clients what they want – the newest, biggest, and best product or service at an irresistible price.

Although printed postcards are one of the cheapest marketing tools, without high results they are not worth any cost, no matter how small. Therefore, test and test again until your direct mail postcards have become the optimum marketing tool that you have read so much about.