Digital marketing. Social media. Online discussion groups. The e-tools available today have revolutionized marketing books and online programs for coaches, speakers and authors.

However, when copywriting for coaches, I often see one flaw in their core message development. That flaw being that they nearly always discount the need for “old school” marketing materials.

This is a mistake because “old school” tools are still alive and kicking – and they have a definite place in your marketing mix. 

One of the old-school tools you can still leverage is postcards. This is why I always include postcard copy in the Core Message Platforms I create for coaches and authors.

What makes postcards so relevant in today’s ever-changing digital world?

Well, if you are a coach or author, you are in marketing mode everywhere you go. Postcards are an item you can simply hand to people whether you’re at a national conference, your day job, a local industry mixer, the book store, or even the grocery store.

It Makes Perfect Sense

It makes practical, perfect sense that you should always have a promotional item about your book or information product at your fingertips anywhere you go. Postcards are ideal for this purpose.

In fact, I built my business with postcard marketing 17 years ago. I handed them out, and I mailed them out. Every day.

My copywriting hero, Bob Bly, is still a big advocate of postcard marketing. So, don’t underestimate the power of postcards. Instead, read on!

Think about it, if you’ve published a book or online program and carry a purse, briefcase, or backpack with you – then you have every reason in the world to write and create promotional postcards.

Again, they are just so easy to pull out and hand to someone.

Online print houses produce postcards in orders of 500 at VERY low rates. So, having them produced for your book or program is a no-brainer. It’s easy to keep a stack of them within arm’s reach, and you can give them to anybody, anywhere.

1-2-3 Postcard!

Postcards generally range in size from 6” X 4 ½” to 9” X 6”. Obviously, the bigger the postcard – the greater the area you can fill with copy and design elements.

The steps to writing postcard copy and the example that follows are based on how I set up a 5” X 7” postcard. You can adjust my guidelines based on the postcard size you choose.

As with all marketing materials, write your postcard in an “at-a-glance-friendly” style that makes your copy look quick and easy to read.

If you find yourself cramming too much copy on the space you have, either edit back your copy – or move to a larger postcard.

STEP 1 – Headline treatment

The front side of your postcard should resemble the upper portion of a sales sheet. Include a nice headline treatment, an image of your book or program, and your best endorsement or review if you have one. I also recommend running a secondary subhead along the bottom edge.

STEP 2 – Headline and body copy

The bulk of your postcard’s back side should focus on benefit-driven headlines, subheads, and bullet points. On a 5” X 7” postcard, you’ll have to edit and tighten your copy to keep your message brief.

Remember, brevity is king, so avoid the temptation to fill every inch of space with words. If you clutter your postcard with too much copy, it will look unfriendly to the eye and no one will read it.

If you have developed a thorough message platform for your book or program, you should have a strong feel for your product’s primary core marketing message, or unique selling proposition.

This is the message you should feature as the heart of your postcard.

STEP 3 – Call to action

Conclude your postcard with a sharp call to action that tells readers to visit your website to order or to learn more about your book or program. Your website is your product’s home base, so encourage people to visit it.

Here is an example of postcard copy I created for Mari L. McCarthy’s international bestselling book, Journaling Power. I have labeled each part of my three-step process.



Discover the Ultimate Self-Healing Tool

It’s Right at Your Fingertips. LITERALLY!

 <Insert book cover image>

Journaling Power

Mari L. McCarthy

“Remarkable, riveting and transformative…Spoken from experience, inspired by passion and delivered with magnificence. Whether you journal or not…you will definitely want to dive in to discover how this one simple process can radically and positively impact your life in many ways. Highly recommended.”

—Peggy McColl, New York Times Bestselling Author

Heal. Grow. Transform Your Life!

(STEP 1)


Through Proof from Respected Medical Studies …

…and Mari L. McCarthy’s moving personal story, you’ll discover how pen-to-paper journaling literally gives you the power to…

  • Reduce stress and physical pain
  • Overcome illness and other life challenges
  • Heal past traumas and improve relationships
  • Conquer limiting beliefs and fears that have held you back
  • Create the life you want from the inside out!

“As the number of studies increased, it became clear that writing is far more powerful

than anyone has ever dreamed.”

—Dr. James Pennebaker

 (STEP 2)

 Order Journaling Power Today! – The Ultimate Self-Healing Tool


(STEP 3)


Will this post help you write and create postcards for your books and programs that you can always have within arm’s reach? Please leave a comment and let me know!

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