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Product narcism
Many companies send cards portraying their products. Sometimes with
primitive photomontage. It really is neither witty nor novel. We believe
that you love your product, but we can assure you that most of your
customers and suppliers don't. To be honest, they don't find anything
beautiful about your products. Unless you are a producer of luxury cars,
try to avoid it.
Drawing is often
better than a photograph
Photos are better for leaflets, brochures,
web etc. The post card needs something special. We don't say, that photos
are bad. We say that you have to find really excellent and unique photos,
if you want to use it on postcard, otherwise it looks too ordinary.
On the contrary even an ordinary drawing can look uncommonly.
Sense of humour
There are two ways to capture an attention. With a serious theme or
with a good sense of humour. Everything else (eg. luxury paper, excellent
graphics, …) can appear a bit flat. The serious themes should be
left for foundations and charity. It is better to choose humour, as
it is less risky. Humour can delight people, can break the ice, it helps
to make you more memorable and sometimes can cure some mutual disagreements
that could appear during the year. However it has to be done in a decent
way. You must not make fun of your customers and you must offend nobody,
except humourless persons and your common enemies. Better make fun of
yourself. That is what your customers would appreciate the most.
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Readability
Make sure, that your hand written texts are decipherable by your partners.
Including your signature. If your sign reminds an unreadable ornament,
better put your name beside it too. Otherwise your consignee may never
find out, who sent it to him.
Logo a firemní
identita
The graphics of the card should comply with your company design. Always
use your logo, so that your customer can easily identify you. If you
can, use your company colours in the graphics.
Personal impression
There should be some kind of hand written text on the card. At least
your name or short message. If you are not exactly a singnwriter, ask
somebody in your company to write it for you. The customer will never
find out, who really wrote it, but the fact that it is hand written
is a proof, that you mean it seriously and that he or she is worth your
attention. In an ideal case, put individual personal message on each
card or at least on cards for the most important persons. It surely
will delight them and that is what are New Year Cards for.
Nápad
It is always better if the New Year Card
contains some idea or point than a pointless picture with Christmas
theme. Make sure however, that the point is clear to your consignee.
It doesn't have to be immediately evident, but after some time the customer
should get to the point without any extensive explanation.
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Boredom
If you intend to send a picture of snowy landscape or a candle lit Christmas
tree, then better send no card at all. It looks like you don't care
and that you are sending it only because it is a duty.
Entertainment
The New Year Card should amuse
your partner. Instead of printed card you can send some promotional
gift. These ideas are effective, they can be more expensive however
and difficult to distribute. A good compromise is a gift that can be
created of your printed card. A gadget, teaser, game etc. But beware
of too complicated or too infantile ideas.
Good taste
If there is not a good reason for it, don't send erotic pictures. No
objections against naked women, but for the purposes of Christmas or
New Year Card they are not exactly convenient. That regards also pictures
of sweet animals. A bit kitshy could be the use of silver, gold and
other sparkling colours.
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