The Postcard That Pulls: 5 Rules for Writing Copy That Gets a Second Look
You send postcards thinking, “This will get attention.” You imagine a customer picking it up, smiling, and immediately calling you. However, most postcards get tossed faster than last week’s coffee cup.
So how do you make yours the one that gets noticed, and keeps someone thinking about your business long enough to act? Follow these rules.
Rule 1: Lead With a “Hook”
Your headline is the bouncer. If it doesn’t grab attention in the first three seconds, the rest of the card is invisible. Think curiosity, shock, or humor.
Example: “Your Coffee’s Boring. Let’s Fix That.” Not only does it provoke a double-take, it promises a solution. That’s attention-grabbing.
Rule 2: Keep the Copy Short, Sharp, and Human
Your postcard isn’t a novel. But you can still tell a story. One idea, punchy sentences, human tone. Sprinkle in relatable humor to make it feel personal.
Example: “We make your carpets look less like crime scenes.” Quick, vivid, and funny—your reader immediately “gets it.”
Rule 3: Visuals Matter—Don’t Just Rely on Words
A postcard is a visual medium. One clear, strong image reinforces your message. White space isn’t wasted space, it’s air for the eyes.
Example: A clean, bold photo of a product in action or a small illustration that explains your offer, even without words.
Rule 4: Include a Single, Clear CTA
One action, one step. Don’t confuse the reader with multiple options. Make it easy..
Example: “Scan me if you dare. Or don’t. But seriously… scan me.” Humor plus clarity (“scan me”) will bring engagement. (Note that humor does not work with all businesses.)
Rule 5: Make it Relevant to Your Audience
Not everyone wants what you’re selling. Customize your message for your audience segment.
Example: If targeting local restaurants, talk about kitchen tools or dining solutions, not office coffee machines.
Bonus Rule: Step Outside the Box
Give your recipient something unexpected. It could be a mini-fold, unusual shape, or clever humor. Make them remember your card.
Example: A postcard that folds into a tiny paper coffee cup matching your headline. Memorable, playful, and shareable.
Wrap-Up
A postcard that pulls is short, human, visually clear, relevant, and memorable. Follow these rules, and you’re far more likely to make the pile of keepers instead of the recycling bin.
Your competitor’s boring postcards are already halfway to the landfill. Yours? Maybe someone sticks it on the fridge.