Postcard Templates Should Never Restrict Your Message

Postcard templates can simplify the design process by giving your a pre-designed layout to work with. But if you're not careful, they can also limit your response rates. In this article, I'll offer some tips for using postcard templates the right way, without restricting your marketing message.

What is a Template Anyway?

Before we go any further, we should define what a postcard template is in the first place. Basically, it's a pre-established design or layout into which you would add your artwork and marketing copy. When it comes to postcard printing, there are actually two types of templates you might encounter:

Basic Layout Template -- This is nothing more than a design file set to the proper height and width for printing purposes. For example, if you were going to use Photoshop to create your postcard design, you could download a Photoshop template from the printing company you were using. The template file would have the proper dimensions for size, bleed, etc. So it's basically an outline to help you create a postcard design with the proper dimensions for printing purposes. It's a time saver, and nothing more.

Postcard Design Template -- Take the design file we discussed above and combine it with actual images and artwork, and you have a design template. This is more than a simple outline or container. It actually has a design you can use. You could choose a postcard template you liked, and then you would customize it with your own marketing message / copy.

The first type of template mentioned above is pretty straightforward. So it's not the subject of this article. When I warn you about using templates for your postcard marketing campaign, I'm referring to the second definition listed above -- the design templates.

In my article about direct mail facts versus fiction, I stated the following:

There is a certain convenience to this approach [using design templates], but there's also the risk of being overly similar. If your marketing postcard looks like every other postcard the recipient has seen over the years, there's a better chance they'll ignore it all together.

This does not mean you should avoid using templates altogether. On the contrary, they can save you a lot of time and energy. I'm only saying that you need to customize the postcard template to the point that it is unique from other marketing pitches within your industry.

Here are some tips for using design templates, while avoiding the sameness that is so dangerous in direct mail marketing:

• You should never use the headline that is included on the postcard. By its very nature, it will be a generic headline -- and generic has no place within your marketing program. You should write your own headline to make it specific to your offer.
• If the postcard template is too "rigid" and does not allow you to tailor the headline, then find another template or another company.
• Don't be handcuffed by stock photos. If you like a certain design, but the image doesn't really go with your message, then use your own image. The best postcard printing websites allow you to replace the stock images within your own artwork. This is especially important if you are advertising a product (as opposed to a service), because you need to show a product in order to sell it.
  

I hope this article helps you understand the pros and cons of using templates for your postcards, and I wish you all the best with your marketing campaign.

Direct Mail Printing Companies in 2009 - List of Companies

People often write me and ask which direct mail printing companies I recommend, and why. But this is a hard question to answer across the board, because it depends on what kind of services you need.

Generally speaking, direct mail companies offer a wide range of services. But the range of services will vary from one company to the next. For example, some specialize in postcards only while others offer a full range of fulfillment services (letters, flyers, postcards, letter kits, etc.).

If you're looking for postcard printing companies in particular, then you'll find my recommendation at the top and side of every page on this website. If you're looking for a company that offers a complete set of direct mail services, please refer to the list below.

A List of Direct Mail Printers

I am not necessarily endorsing the direct mail services on this list. I'm just listing them all in one place for your convenience. I recommend that you choose a handful of the printing companies listed below, and then compare them based on pricing and the types of services they offer.

• 48 Hour Print — www.48hourprint.com
  
• Cactus Mailing Company — www.cactusmailing.com
  
• Direct Mail Center — www.directmailctr.com
  
• Express Copy — www.expresscopy.com
  
• Impact Mailing and Fulfillment — www.impactmailing.com
• KD Mailing — www.kdmailing.com
• Print Mail Pro — www.printmailpro.com
• Prints Made Easy — www.printsmadeeasy.com
  
• PS Print — www.psprint.com
• Red Clay Media — www.redclaymedia.com
  
• Ship Shapes — www.shipshapes.net

Printing Companies Vary - Do Your Homework

What's in a name? When it comes to direct mail printing companies, you would be surprised at how much one company differs from another. Many of them refer to themselves as "full-service" printers offering "comprehensive" fulfillment services. But what does this really mean?

If a direct mail company is truly a one-stop shop, then it must provide everything needed to create and manage a mailing campaign. In order to meet this definition, printing companies must offer the following:

• Account managers to help with your order
• Addressing and labeling
• Full-color digital and/or offset printing
• Graphic design support
• Mailing list and data services
• Marketing advice and expertise
• Postal sorting and delivery
• Variable data technology
• Wide range of print products (self-mailers, postcards, letters, business-reply, etc.)

In other words, direct mail printing companies that call themselves "full service" must offer everything you need to create and deliver a successful mailing. In reality, however, there are few companies that provide everything on the list above. Some specialize in postcards but do not offer other formats. Some use offset printing designed for larger runs, but lack an affordable option for small orders. Some only handle the printing side of things, but have no design support to speak of. You get the idea.

So your first step is to make a list of everything you need from a direct mail printer. Next, you would compile a list of companies that offer these things (use the one I've provided above to get started). Lastly, you would research the company's pricing, expertise, etc.

If you would like to learn more about direct mail printing companies and the services they offer, visit the main website and use the search tool at the top of the site.

Good luck and good marketing!

-Brandon

Discount Postcard Printing - What's In a Name?

I've always been struck by the offers for discount postcard printing that are plastered all over the Web. In some cases, the printer will explain what this means, by comparing their prices to those of leading competitors. In other cases, they'll use the word "discount" without backing it up.

This is where it pays to be a smart shopper. You have to dig beyond the marketing pitch to find out if discount postcard printing services are truly discounted in some way. You have to compare the pricing offered by different printers, in an apples-to-apples manner. In this blog post, I'll give you some tips on doing exactly that.

My Postcard Printing Background

I promise not to bore you with my extended bio, because it's really not relevant. But I have to tell you were I'm coming from with this article. In the past, I've worked for a couple of printing companies, one of which specialized in postcards exclusively. To prepare for my job as a web writer, I would often listen in on customer service phone calls.

Long story short -- I quickly realized that pricing was the one thing that confused people the most. Here's why:

• Many printers offer different types of card stock for your postcards, and the prices will vary from one type to the next.
• Some printers offer glossy finishes, while others do not. And this also affects pricing.
• Want full-color printing for your postcard order? That will cost you as well. Color costs more than black-and-white, and if you put it on both sides of the postcard you'll pay even more.
• What size postcards do you plan to use? Most printers will offer a standard size as well as a larger size. And it's one more pricing differential, too.
• Do you plan to have your postcards mailed out to your mailing list, or do you want them shipped in bulk directly to you? For the first option, you'll incur a postage charge per postcard.

Now you can see why so many people are confused about discount postcard printing services, in terms of pricing. There are plenty of variables, and different printers offer different options. It can get pretty confusing if you're not familiar with the industry. So let's clear things up a bit, shall we?

What Does Discount Mean Anyway?

My advice to you is to remove the word discount from your printing vocabulary. Discount, wholesale, cost-effective, competitive pricing ... in most cases these are just marketing terms. So forget about the discount side of postcard printing, and just compare printers in an apples-to-apples fashion. Here's how to do it:

• Start by making a list of postcard printing companies for your future research. You can find dozens of them online by doing a Google search.
• With a few minutes of research, you'll quickly find out who the big "players" are in this industry. Make a list of five or six of these companies.
• Next, make a simple spreadsheet or table with columns for the items you want for your postcards. For example, you might want over-sized postcards with full-color on both sides and a glossy finish. You may also want the printer to mail the postcards for you, which means you'll need a column for postage.
• Lastly, revisit the websites of the five or six printing companies you wrote down initially. Record their pricing per postcard for all of the things you have on your list (size, color options, card stock, postage, etc.).
  

This might seem like a no-brainer. But this simple process will help you avoid the common confusion associated with postcard pricing. If you simply visit the home page of a printer's website and write down the "as low as" price, you're not getting the full picture. There may be additional fees for the various options we discussed above. By adding up the items on your list, you'll get a much more accurate picture of the pricing.

Discount postcard printing means different things to different companies. Don't be fooled by marketing lingo or "as low as" pricing offers. Dig deeper to find out exactly what you're going to pay for the type of project you have in mind, and then compare printers based on those criteria.

Good luck and good marketing!

-Brandon

Postcard Marketing Campaigns - Fact vs Fiction

If you've been learning about postcard marketing campaigns by reading the websites of postcard printers, you've probably been given some one-sided advice. For example, most of these companies will tell you the repetition is the key to success with any direct mail marketing campaign.

But here's what you have to keep in mind. These companies make money based on the amount postcards your order, not your campaign results. So it's in their best financial interest to encourage repetition. In truth, repetition alone will not bring postcard campaign success. There are many other things involved in the process.

This is just one example of the misinformation you can find online today. So in this article, I'd like to debunk some of the most common (and often dangerous) myths about postcard marketing campaigns and strategies.

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Myth #1 - Repetition is the Key to Direct Mail Success

The argument goes like this. In order to get results with your direct mail postcard campaign, you need to repeat your mailings on a regular basis. The more often you mail, the better. In the beginning, you might be discouraged by a lack of responses to your mailings. But don't worry. Results with come in time. The most important thing is to send more postcards. Over time, people will recognize your name, and your marketing message will begin to sink in. Your postcard marketing campaign will eventually succeed, if you just keep repeating it.

Fact #1 - Repetition Alone Will Not Bring Success

If you repeat a postcard mailing that did not deliver results the first time around, you are simply repeating a failure. In doing so, you are wasting time, energy and money. While it's true that repetition is a key element in postcard marketing campaigns, you should never repeat a failure.

However, if you get a decent ROI from your first mailing, you should certainly repeat it. You should also test different variations with your offer, your design, etc. In this way, you can gradually increase your response rates over time, by repeating the strategies that work. But if your first mailing is a bust, you'd be foolish to repeat it. If it doesn't work the first time, you need to adjust your strategy. If you repeat the same failed strategy over and over, your postcard marketing campaign is going to soak up a lot of resources -- without producing anything in return.

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Myth #2 - Postcard Marketing is Easy

Many printers will tell you that postcard marketing is an easy way to grow your business. It's like magic. Just put your message onto a postcard, send it out to thousands of potential customers, and then sit back and wait for the phone calls and order to roll in. Best of all, anyone can do it. All you need is a product or service, and a mailing list. We will handle everything else for you.

Fact #2 - Postcard Marketing Takes Practice

If the statements above sound too good to be true, that's because they are. Yes, you can use direct mail postcards to increase sales and grow your business. I wouldn't be publishing this blog otherwise. But succeeding with a postcard marketing campaign is not easy. It requires careful research, close monitoring, and constant adjustment. In fact, it's easier to fail with this marketing medium than it is to succeed. That's why I've written this book to help you get it right.

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Myth #3 - Postcard Design Templates are the Way to Go

A lot of web-based direct mail companies offer design "templates" that you can customize online. These are preset designs that allow you to plug in your logo and message. On the surface, this seems like a great idea, and it can certainly make the design process easier. But when it comes to your postcard campaigns, you should use templates with a good deal of caution -- or avoid them altogether. Here's why:

Fact #3 - Templates Can Hurt Your ROI

By their very nature, postcard templates look a lot alike. They also limit you to a fill-in-the-blanks approach to your design. There is a certain convenience to this approach, but there's also the danger of being overly similar. In other words, if your marketing postcard looks like every other postcard the recipient has seen over the years, there's a better chance they'll ignore it all together.

Granted, your offer and the way you present it are the most important components of a postcard marketing campaign -- but the originality of your design runs a close third. Using templates will limit your originality.

There are two circumstances when this might not matter as much:

• The first is a low-competition scenario. If you're in a highly specific niche, with few companies using direct mail postcards for marketing, then the template approach might not dilute your message.
• The other scenario is where you start with a design template, but customize it to the point that it's truly unique from what your competitors are doing.

Aside from these two scenarios, my best advice is to use templates cautiously or avoid them altogether. An original design will always stand out more than a boilerplate design.

Good luck and good marketing!

-Brandon