In today’s digital age, when emails and social media dominate marketing communication, sending a physical postcard can be a refreshing and impactful way to connect with customers or prospects. With postcards offering limited space to communicate your message, however, the headline plays an out-sized role. It must grab the reader right out of the gate.
Let’s look at seven tips for making headlines work.
- Keep It Short and Sweet
Your headline should be brief, preferably under 10 words, yet powerful enough to convey the essence of your message. Aim for clarity and punchiness, ensuring that readers can grasp the main idea at a glance.
- Evoke Emotion
The most effective headlines tap into emotions, prompting an immediate response. Examples include: “Tired of the constant stress?” or “Want to discover the secret to happiness?”
- Highlight Benefits
Clearly communicate the benefits or value your recipient will gain from taking action. Focus on what’s in it for them. For example, “Unlock exclusive savings inside!,” “Get ready for a taste sensation!,” or “Your dream vacation awaits.”
- Create Intrigue
Pique curiosity by using thought-provoking headlines. Make the reader wonder what comes next. For example, “A surprising revelation . . . ,” “You won’t believe what we found!,” or “The secret we couldn’t keep.”
- Personalize When Possible
Address the recipient by name to create a sense of connection. For example, “Dear Sarah, thinking of you from Paris,” or “John, this one’s for you!”
- Use Strong Action Verbs
Powerful action verbs add energy and urgency. Encourage recipients to take action or experience something exciting by using dynamic language. For example, “Explore the wonders of . . ., “Discover the magic of . . . ,” or “Indulge in . . . .”
- Test and Refine
Experiment with different headlines to see what resonates most strongly with your audience. Track response rates to identify which headlines perform the best. Use this information to refine your future postcard campaigns and continuously improve your headline-writing skills.
Writing effective postcard headlines requires a delicate balance of brevity, emotion, and persuasion. By following these tips and taking the time to test and refine your approach, you can create postcards that make your audience take notice—and take action.