[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-249492-105":3,"detail-sidebar-cat-1-en-105":81,"doc-detail-249492-en":127},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},105,"en","cpa-info-181-developing-effective-marketing-materials-postcard-design-considerations","CPA Info #181 - Developing Effective Marketing Materials, Postcard Design Considerations","","CPA Info #181 explores how to develop effective direct-mail marketing materials through well-designed postcards. It explains why postcards outperform traditional letters by increasing visibility, reducing disposal, and encouraging recipients to read the message. The guide details how to define communication purpose, benefits, target audience, desired reactions, and company personality, then outlines postcard components (headline, concise body copy, signature) and practical layout and design considerations.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/cpa-info-181-developing-effective-marketing-materials-postcard-design-considerations/249492/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/cpa-info-181-developing-effective-marketing-materials-postcard-design-considerations/249492.png","ImageObject",442,249,{"name":42,"@type":43},"supergirl","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-19","2026-09-12",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",9,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"Why are postcards considered one of the most effective direct mail marketing tactics?","Question",{"text":63,"@type":64},"Postcards are inexpensive and tend to create higher impact than traditional letters because there is no envelope to hide the message, making it much harder to dispose of without reading.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What should be defined before designing a postcard?",{"text":68,"@type":64},"Define the primary purpose, unique primary benefit, secondary benefits, target audience, the audience reaction you want, and the company personality you want to convey.",{"name":70,"@type":61,"acceptedAnswer":71},"What core components should an effective postcard include?",{"text":72,"@type":64},"A postcard should include a headline, body copy, and a signature. The headline should be short and attention-grabbing, the copy should be concise and persuasive, and the signature area should list business identity and contact information.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},249492,1791748355,{"code":4,"msg":82,"data":83},"success",[84,88,93,98,103,108,113,118,123],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":89,"doc_module":22,"doc_module_name":25,"category_name":90,"show_sort_weight":91,"slug":92},12,"Resumes",80,"resumes",{"id":94,"doc_module":22,"doc_module_name":25,"category_name":95,"show_sort_weight":96,"slug":97},14,"Invoices",70,"invoices",{"id":99,"doc_module":22,"doc_module_name":25,"category_name":100,"show_sort_weight":101,"slug":102},15,"Posters",60,"posters",{"id":104,"doc_module":22,"doc_module_name":25,"category_name":105,"show_sort_weight":106,"slug":107},16,"Social Media",50,"social-media",{"id":109,"doc_module":22,"doc_module_name":25,"category_name":110,"show_sort_weight":111,"slug":112},17,"Forms",40,"forms",{"id":114,"doc_module":22,"doc_module_name":25,"category_name":115,"show_sort_weight":116,"slug":117},18,"Letters",30,"letters",{"id":119,"doc_module":22,"doc_module_name":25,"category_name":120,"show_sort_weight":121,"slug":122},21,"Paper Templates",5,"papers-templates",{"id":124,"doc_module":22,"doc_module_name":25,"category_name":125,"show_sort_weight":4,"slug":126},158,"General","general-158",{"code":4,"msg":82,"data":128},{"doc_id":79,"user_id":129,"nickname":42,"user_avatar":130,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":33,"language":136,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":12,"update_tm":140,"read_time":26},962088121634,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","CPA Info \\#181 December 2010  \nDeveloping Effective Marketing Materials: Postcard Design Considerations  \nAmy D. Ladd  \nCenter for Profitable Agriculture  \nIntroduction  \nCustomer communications are vital marketing tools that connect you and your customer. As a direct mail marketing tactic, postcards are the least expensive and most effective way to get your message out. Infact, the postage for standard sized postcards are 36% cheaper than using regular sized letters. Additionally, postcards can have a higher impact as compared to a traditional letter. Letters are enclosed in an envelope which gives the consumer the option to decide whether to open the envelope or throw it away. More often the communication never reaches the consumer because they opt to leave it unopened and dispose of it. However, with postcards, there is no envelope to hide the message, and it is almost impossible to dispose of the postcard without looking at its message.  \nPostcards can be used in multiple marketing strategies such as:  \n• A direct mailer  \n• A hand out  \n• A mini-flyer left behind at other businesses near cash registers or on bulletin boards  \n• A marketing piece included in press kits or passed out at trade shows Postcards give your message immediate attention. Use postcards as 1 :  \n• Announcements for new products or services  \n• Invitations to special events  \n• Sale notifications  \n• Coupons or tickets to store events  \n• Reminders to reorder or make a visit  \n• Thank you notes or a special greeting  \n• Special offers  \nWhether your goal is to expand your customer base or encourage old customers to come back, a welldesigned postcard may accomplish that for you. Postcards can effectively promote products and services for any kind of business when designed properly. They should provide information quickly and to the point. Because space is limited, carefully pick only the most important details that you want to convey.  \nDeveloping a Communication Strategy  \nBefore designing a postcard, consider the following to develop a communication strategy:  \n1. Primary Purpose  \nWhat is the primary purpose of your communication piece?  \n2. Primary Benefit  \nWhat unique benefit can you offer customers? What primary customer value or need can your enterprise meet?  \n3. Secondary Benefit  \nWhat other key benefits will customers receive from your products or services?  \n4. Target Audience  \nAt whom (what target market) are you aiming this promotion?  \n5. Audience Reaction  \nWhat response do you want from our audience (come to the operation, visit a website, call an information line)?  \n6. Company Personality  \nWhat image do you want to convey in your communication?  \nComponents of a Postcard  \nBecause space is limited, a communication tool such as a postcard should only have a few components. They include a headline, copy and the signature. Let’s take a closer look at each component:  \nHeadline  \nA headline is the most important element of a communication tool. If it fails to grab the reader’s attention then the entire effort will likely go unnoticed. Headlines should be short containing only 5 to 15 words which promote consumer benefits and affect the reader emotionally. The goal is to give the reader an irresistible urge to take further action.  \nBody Copy  \nDeveloping copy for a postcard can be challenging. Copy should be concise, with minimal words. You only have a few seconds ofthe readers’ time so use compelling arguments and state strong facts. It is better to have one or two very strong statements than to try to rattle off a long list and risk diluting the message. The copy should persuade the reader to take action.  \nThe use of subheadings and numbered or bulleted lists can break up a sea of type, highlighting a number of ideas quickly. However, overuse of this technique will reduce contrast and balance therefore losing its effectiveness.  \nGrammar and spelling are important. Run the spelling and grammar check functions on your software. It i","cbCaiiRHGk4R3dEr","https://ap.wps.com/l/cbCaiiRHGk4R3dEr","pdf",64437,"English","# Introduction\n## Developing a Communication Strategy\n## Components of a Postcard\n### Headline\n### Body Copy\n### Signature\n## Layout and Design Considerations\n### Layout\n### Back Panel\n### Front Panel\n### Keep Your Message Very Brief\n### Type","[{\"question\":\"Why are postcards considered one of the most effective direct mail marketing tactics?\",\"answer\":\"Postcards are inexpensive and tend to create higher impact than traditional letters because there is no envelope to hide the message, making it much harder to dispose of without reading.\"},{\"question\":\"What should be defined before designing a postcard?\",\"answer\":\"Define the primary purpose, unique primary benefit, secondary benefits, target audience, the audience reaction you want, and the company personality you want to convey.\"},{\"question\":\"What core components should an effective postcard include?\",\"answer\":\"A postcard should include a headline, body copy, and a signature. The headline should be short and attention-grabbing, the copy should be concise and persuasive, and the signature area should list business identity and contact information.\"}]","CPA Info #181 - Developing Effective Marketing Materials, Postcard Design Considerations | PDF",1789252083]