You can use great design and copy to get a better response.
When you send a mailing to your customers or prospective customers you are counting on making considerably more money in new business than you spend on mailing, right? It is obvious that if you were not going to profit from mailing, you wouldn’t send it out.
A little less obvious is that it costs almost same amount of money to send out a very attractive mailing piece with brilliant copy which is more likely to produce a great response rate as it does to send out a boring, poorly designed piece guaranteed only to land rapidly in trash. Why?
The major part of your expenditure is in mailing list and postage. The printing costs are about same for a perfect card as for a mediocre one. All right. So a good design and excellent copy is going to cost a little bit more. But only a little. You send out a postcard mailing to get a response (preferably lots of responses).
The front of card, graphic and headline, is designed to attract reader’s interest so that they read what you have to say. In short, to attract his or her attention.