Direct Mail Postcard Critique: From Pretty Good to Much Better

This postcard from The American Diabetes Association isn’t bad, but it could be better. Here’s how to take this marketing piece from pretty good to much, much better.

Postcard Front

ADA postcard-2

Postcard Back

ADA postcard-1

Clever tag line but does it work?

“Start a chain reaction” is a clever pun, but clever puns don’t make good marketing. Plus, it’s not placed very prominently. A better subtitle: “It’s a ride, not a race”. For starters, it’s more attention-getting. Plus, it tells the non-competitive folks that this is an event they can enjoy too.

Bullets:  more reader-friendly

The paragraph on the back is supposed to sell the event to the reader, but the small text size and sentence format is easy to miss. Better: take these key selling features and list them as bullets and use a bigger font.

Make it easy to find out more

I’m glad to see the phone number and website such a stand-out on the front side. The problem is, this must-have contact info is nowhere on the back. You may be saying to yourself, “Aw, come on, it’s on the other side, isn’t that enough?” My answer: No. Remember the cardinal rule of marketing: “Don’t make me think.”

Use images that reflect your target market

The main family photo works because it says “family event”. But the thumbnails only showcase fit cyclists. Photos like that can intimidate would-be participants who aren’t super-fit or expert cyclists. It would be smarter to include photos showcasing individuals of all shapes and sizes. I’ve seen plenty of large folks (at ADA’s rides, in fact!) that most would assume were totally unfit complete a metric century with energy to spare. The ride is supposed to be for all levels, so use visuals that support the event description.

Don’t leave out key selling points

By going to the website, I discovered that they offer routes and training plans for every type of rider – beginner to expert. Riders can get 12-week training guides suited to their fitness level plus other training tips. This is fabulous support and yet it’s not even mentioned on the postcard. Omissions like this are an oversight.

Don’t leave out unique selling points

A truly unique aspect of this ride is that the riders get to loop the entire Texas Motor Speedway on their bikes–just like race car drivers do. That’s a one-of-a-kind selling point. Oops, not on the postcard.

The following two tabs change content below.
Leslie Nolen, Radial's president, is the nationally-known expert on the art and science of selling health and wellness.

Leave a Reply

Your email address will not be published. Required fields are marked *