Before designing postcards that will be used at in-person events (whether handed out by you or someone else), you need to put yourself in your prospects’ shoes.
What would make them want to pick up your postcard in the first place?
This article will walk you through various dos and don’ts so you can design a postcard that will optimize the likelihood of being picked up (and potentially gain you a new loyal fan and reader).
1- It must be eye-catching.
It doesn’t matter if your offer is amazing, people will not pick it up from a postcard rack unless it catches their eyes.
2- It must reflect your genre.
Don’t forget that in-person events attract a variety of people. They’re not all your ideal readers. With your headline or design, make sure to hint at the type of books you write.
3- The offer must be enticing.
People may pick up a bookmark or postcard just because it’s pretty and they just lost their favorite ones, but most people won’t just pick up a free piece of paper for the fun of it. This is especially true when they may not have a bag to slip it in or they may already have their hands full.
So make them want to pick up your postcard.
- Offer a FREE e-book and do so in big bold letters.
- Show some social proof by quoting great reviews (but keep them short).
- Don’t cram too much text on your postcard. Make it easy for people to scan the card and decide if they’re interested or not.
- Don’t just offer the first few chapters. Some readers get pretty annoyed at the author at the end of a free sample (especially if they were mislead to believe it was a full story). Annoyed readers don’t buy and don’t sign up to newsletters.
4- The offer must require NO effort.
Make the process effortless for the passerby either when they look at the postcard at the event, or if they decide to take it home with them.
- Don’t make them type in a long URL on their phone.
- Include a QR code (lots of free tools to create those) that will lead readers to a BookFunnel page where they can download your free e-book.
- On your BookFunnel page, do NOT require the person to join your newsletter (yet). Asking them to give you their email address is too big of an ask for an e-book they had no interest in getting in the first place.
5- Promote yourself at the END of your free e-book.
By the time readers reach the end of your (hopefully satisfying) e-book, you will have their undivided attention.
This is when you can make ONE ask (whatever is most important to you).
We recommend you lead people to sign up to your newsletter. If you can offer a second free e-book as a thank-you bonus, you’ll probably get lots of takers on that.
Alternatively, you could point people to a URL where they can purchase the second book in the series (or another book by you).
And if something else is more important to you (like gaining Facebook or GoodReads followers, then you could do that instead).
In conclusion, consider your marketing goals but don’t forget to make the experience enjoyable for your prospects as well. If you think this type of event marketing is right for your author brand, then check out our postcard distribution availability.