Sending Promotional Postcards? Don’t Make This Mistake.
In the spirit of the last blog post on embracing failure, I’d like to share with you a blunder I made when creating promotional postcards. While I’ve written countless pieces of direct mail, this is the first time I’ve made my own. I designed the postcards in Adobe Photoshop, and ordered the cards through VistaPrint. Looks pretty slick, right?
Here’s the back. It has a color logo, contact information, a giveaway to inspire immediate action, and room for a personal message. Notice anything wrong?
I didn’t. I thought I had all my bases covered. Then, a day after sticking a handful of them in the mail, I received one back because of an expired forwarding address. No big deal.
But when I looked closer, I realized I had made a mistake.
See those black stamps? They’ve completely obscured both my contact information and the details of the giveaway! While I’ve succeeded in contacting my prospects, I’ve made it almost impossible for them to take any action.
Granted, I already got one job from this batch of 50 postcards, so I’m not considering this a wasted effort. But the next time I order promotional postcards, I’m going to make sure I leave plenty of room for all those stamps.
What about you — do you have words of wisdom regarding postcard marketing? Have you made any mistakes you’ll never make again? Let me know by leaving a comment below.