If you are creating online ads or copy for postcard printing, your goal is to effectively deliver your marketing message. Let’s say that you are promoting the soft opening of a local diner. Everyone living within the vicinity of your food establishment is a possible customer, so how do you “talk” to them? You can try ordering postcards online then mailing them out to households within a five-mile radius of your location. You can distribute the postcards to people in areas where there is high foot traffic. These mailers or printed advertising materials can also be displayed in your storefront on opening day.
Short but Sweet or The Longer, The Better?
You already know how the postcards can be distributed – but how about taking a step back and determining exactly what you will write on the postcard? Is the rule to follow ‘Short but sweet’ – or ‘The longer, the better’? First, consider the size of the postcard that you will use. For printing companies, the most popular sizes are 3” x 4”, 4” x 6”, 5” x 7”, and 6” x 9”.
If you will write one or two paragraphs on a 4” x 6” postcard, imagine how crowded the letters would be. You would have to use a very small font which is difficult to read. If you will reduce two paragraphs to just one, the letters might look bigger but if there is no white space, the overall design would still look too packed on the card.
For postcard printing, the better rule to follow is to keep it short. If you want people to go to the soft opening of your diner, include only the relevant information. When and what time is it, where is the diner, and what kind of food should they expect? You might want to include a message that if they bring the postcard, they’re entitled to drink upgrades, a free dessert, or 5% off their total bill. Print advertising is all about clarity and by keeping the copy concise, you can effectively deliver your marketing message.
