How to Write a Postcard Headline and Offer That Make People Call
A postcard that gets calls does four things in the few seconds someone looks at it: a headline that says who it is for and what they get, one offer with a reason to act now, a phone number big enough to read from across the kitchen, and proof that you are a real, local business.
What makes a good headline?
Write the headline for the reader, not for your company. Name the person or problem, then the benefit:
- "Hail damage on your street? Free roof inspection this week."
- "New to the neighborhood? Your family's first dental cleaning, $49."
- "Tired of weekend mowing? Weekly lawn care from $35."
Keep it short enough to read in one glance, and put it at the top of the side that faces up.
How do you choose the offer?
- Make it one offer. Two or three offers compete with each other.
- Make it specific. "$50 off any repair over $300" beats "Great savings."
- Give it a deadline. "Book by March 31" gives a reason to call now.
- Make it easy to mention. "Mention this card" also helps you count the calls.
How big should the phone number be?
Bigger than you think. Put it on both sides, in a heavy font, near the offer. If you also show a website, keep it smaller than the phone number, because a call is usually the fastest route to a booked job.
What proof should you include?
- Your business name and logo, the same on every card
- A real photo of you, your team, your truck or your work
- License numbers, years serving the area, or local landmarks you work near
- A short, real quote from a customer, with their permission
What layout rules apply to EDDM postcards?
EDDM pieces carry a postal indicia and a "Local Postal Customer" line instead of a name and address, so leave room for them on the mailing side. The card must also be an EDDM-eligible size, such as 6″ × 11″, 6.5″ × 9″ or 4.25″ × 11″. Our guide to which postcard sizes qualify for EDDM explains the rule.
A simple checklist before you print
- Headline readable in one second
- One offer, with a deadline
- Phone number large, on both sides
- A real photo and your local proof
- Space left for the EDDM indicia, if mailing by EDDM
- Proofread every number, twice
Nothing prints until you approve a proof, and if you'd rather not design it yourself, design is available on every postcard size. See how ordering works.
Want a second opinion on your headline and offer? Call 512-573-1977, 7am–7pm Eastern, 7 days a week.