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May 23rdThe argument in one line.
The address side of a postcard is the face recipients see first, and designing the decorative side as primary is why most EDDM campaigns pull 3x instead of 10x.
Read if. Skip if.
READ IF YOU ARE…
- You mail EDDM postcards for a local service business and want to diagnose why response rates are mediocre.
- You are a marketing consultant or designer who takes on small business direct mail clients.
- You use AI tools for marketing research and want a concrete, task-specific workflow.
- You plan a postcard campaign for a high-ticket service where one converted lead covers the mailing cost many times over.
SKIP IF…
- You are in e-commerce or digital-only marketing with no direct mail component.
- You want general graphic design theory rather than EDDM-specific format rules.
- You are mailing fewer than 5,000 pieces -- the ROI math discussed assumes 5k-10k volume.
The full version, fast.
Most EDDM postcards fail not because of design quality but because of wrong design priority: business owners focus on the decorative face while the address side -- the one that lands face-up in every mailbox -- is an afterthought. This video is a live redesign of a vein care clinic postcard, covering AI-driven audience research (CAC, LTV, demographics), color palette selection, AI image upscaling and generation, Z-pattern composition, soft vs. hard CTAs, and heat map validation. The finished card is engineered for a 10x ROI: 20-25 responses from 10,000 mailers yields 10 new patients at roughly $500 cost-to-acquire against $5,000-$8,000 lifetime value each.
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00:00 – 01:02
01 · Hook + promise
10x ROI claim, intro, Kai the client
01:02 – 02:43
02 · Original card critique
Address side is primary, original card is wrong-side-first, clinical tone, no visual clarity
02:43 – 04:08
03 · Research phase
Use Claude/ChatGPT to pull CAC, LTV, demographics; grand opening hook discovered on Instagram
04:08 – 05:10
04 · Color palette
Cream, muted gold, sage green; accent color theory; beige is trending
05:10 – 09:02
05 · Front side design
Pro tips: real-size ruler on screen, AI image upscaling, spider vein vs varicose choice, blob shapes, Z-pattern, drop shadows
09:02 – 11:42
06 · Headline, bullets, hierarchy
Get Rid of Spider Veins headline, benefit bullets, negative space, phone + logo placement
11:42 – 13:45
07 · QR code, indicia, opacity trick
QR to website, 75% indicia opacity tip, compliance note
13:45 – 16:19
08 · Call to action + web presence
Soft CTA vs hard ask; Google reviews; competitor risk at moment of web lookup
16:19 – 18:11
09 · Front side finish + heat map
Save this card tip, AI heat map validation, Z-pattern confirmed perfect
18:11 – 23:33
10 · Back side design
Grand opening photo, AI summer image, blob composition, doctor with gradient feather, Just in Time for Summer, back-side heat map
23:33 – 27:41
11 · ROI math + targeting strategy
20-25 responses to 10 patients to $50k LTV; EDDM vs demographic list overlay; free review CTA
Lines worth screenshotting.
- The address side of your postcard is the face recipients see first -- designing the decorative side as primary is the single biggest EDDM mistake.
- A 10x ROI requires only 20-25 responses from 10,000 mailers -- one-fifth of 1%, achievable with the right design.
- At 80% show-up and 80% consult-to-patient conversion rates, 25 responses yields roughly 10 new patients.
- A $500 cost-to-acquire a patient worth $5,000-$8,000 in lifetime revenue is a 10-16x ROI from a single postcard run.
- Lowering the postal indicia to 75% opacity is USPS-compliant and makes upscale postcards look dramatically more polished.
- ChatGPT can upscale any stock photo to ultra-realistic high resolution, eliminating stock photo budget while producing press-ready imagery.
- Placing Save This Card at the last position in the Z-pattern functions as a behavioral instruction that physically keeps your card out of the trash.
- A soft CTA like See What We Can Do generates more leads than Book Now by reducing the psychological commitment required to take the next step.
- Negative space is not wasted space -- filling every inch with text is the visual equivalent of everyone in a room yelling at once.
- Demographic list overlays (age, income, propensity to visit doctors) can radically outperform broad EDDM neighborhood blasts for high-ticket services.
- An AI-generated eye-tracking heat map lets you validate your Z-pattern layout before going to print.
- Blobs drawn with the pen tool read as comforting and modern; straight bars feel cheap and circles feel generic.
- Beige and muted warm neutrals are trending in 2026 and read as premium without feeling clinical.
- Grand opening is a built-in reason-to-mail signal that removes the junk-mail friction from any postcard.
- Use Claude or ChatGPT to pull competitor analysis, CAC, lifetime value, and income demographics before opening a design tool.
The address side is your real first impression
WHAT TO LEARN
Every EDDM design decision flows from one fact most business owners miss: recipients see the address side first, and if it does not stop the thumb, the decorative side never gets looked at.
01Hook + promise
- A 10x ROI postcard claim is specific and testable -- the math is worked out at the end of the video.
02Original card critique
- Design the mailing (address) side as the primary face of your postcard -- that is the face that lands face-up in every mailbox and mail pile.
- A card that cannot be identified within one second goes in the trash before the recipient turns it over.
03Research phase
- Front-load your research with AI: pull CAC, lifetime value, income demographics, and competitor positioning before opening any design tool.
- Grand opening is a built-in reason-to-mail signal that removes the junk-mail friction -- pair it with a seasonal hook for compound motivation.
04Color palette
- Beige and muted warm neutrals read as premium without feeling clinical -- a deliberate choice that signals trust for medical clients.
- Every postcard needs one accent color to create a focal point; without it everything blends into the same visual weight.
05Front side design
- Put a physical postcard or ruler on your screen and scale your design to actual size before finalizing.
- Use ChatGPT to upscale a stock photo to ultra-realistic high resolution output.
- Match your hero image to the mild pain, not the scary extreme.
06Headline, bullets, hierarchy
- Negative space is not wasted -- a postcard where every element competes for attention creates visual noise the brain reads as junk mail.
- Hierarchy means making some things small so others can be loud -- not everything can be the loudest element simultaneously.
07QR code, indicia, opacity trick
- Lower the postal indicia opacity to roughly 75% -- it is still compliant and signals premium production.
- Include a QR code -- recipients know how to scan them and it removes the friction of typing a URL.
08Call to action + web presence
- A soft CTA beats a direct ask because it lowers the psychological barrier to taking the first step.
- A great postcard that drives traffic to a weak web presence loses leads to competitors at the moment of highest intent.
09Front side finish + heat map
- Save this card placed at the last position in the Z-pattern eye path physically extends your postcard shelf life.
- Validate your Z-pattern layout with an AI heat map overlay before sending to print.
10Back side design
- Keep the doctor or credentials in a supporting role -- the patient outcome drives response, not the practitioner's resume.
- Use a gradient feather to soften any element that is structurally necessary but visually distracting.
- Just in time for summer placed at the visual exit point adds seasonal urgency without cluttering the main message.
11ROI math + targeting strategy
- Model the ROI math before setting your mailing volume: work backward from revenue goal to patients needed to consults needed to responses needed.
- Demographic list overlays can dramatically improve yield versus broad EDDM neighborhood blasts.
- One-fifth of 1% response rate is sufficient for a high-ticket service to achieve a 10x return.
Terms worth knowing.
- EDDM (Every Door Direct Mail)
- A USPS program that lets businesses mail to every address on a carrier route without needing individual addresses, eliminating list costs. Commonly used by local service businesses targeting a geographic radius.
- Indicia
- The pre-printed postage marking required on the address side of a bulk-mail postcard in place of a stamp. Its size and placement are regulated by USPS, but opacity can be reduced for aesthetic purposes.
- Z-pattern
- A reading pattern where the eye starts top-left, sweeps top-right, cuts diagonally down-left, then sweeps bottom-right. Direct mail designed to this path places the headline top-left, hero image center, and CTA bottom-right.
- CAC (Customer Acquisition Cost)
- The total spend required to acquire one new paying customer. In this video, approximately $500 per patient from a $5,000 postcard run yielding 10 patients.
- Lifetime Value (LTV)
- The total revenue a business expects from a single customer over the entire relationship. The vein clinic in this video has an estimated LTV of $5,000-$8,000 per patient.
- Gradient feather
- A transparency gradient applied to the edge of a design element so it fades smoothly into the background instead of having a hard cutoff -- used here to soften the doctor credentials block.
- Propensity overlay
- A data layer added to a mailing list that filters by behavioral likelihood, such as people who have visited a doctor in the past year, concentrating the mailing on highest-conversion prospects.
- Drop shadow
- A design effect that places a soft shadow behind an element to simulate depth, making flat postcard layouts appear layered and three-dimensional.
Things they pointed at.
Lines you could clip.
01:02
“When you get mail, this is how they're gonna see it. All your mail gets delivered with the address side up.”
05:10
“Take a six-and-a-half by nine postcard or a ruler and stick it on your computer. That is the first super pro hack.”
10:33
“There's a hundred people yelling. You can't hear anyone because everyone's yelling.”
17:07
“Put save this card. You're literally telling them what to do. They'll save the card.”
25:49
“Twenty responses out of 10,000 would be one-fifth of 1%. EDDM is good to go.”
Word for word.
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metaphoranalogy
00:00I'm gonna show you how I design a postcard that's capable of turning $5,000 into $50,000. That's a 10 x return postcard for small local businesses.
00:11You're gonna love this video. My name is Jake Lorain. I've been designing winning EDDM postcard campaigns for small businesses for fifteen years.
00:18My man, Kai, who reached out to me because he owns a vein care clinic in Connecticut. He's like, Jake, could you critique my card? I said, Kai, can I put it on YouTube?
00:27And he's like, yeah. I'm gonna create you a new postcard. He doesn't even know that he's gonna be watching this video and see this.
00:32Now I have a ton of little hacks that you're gonna say, oh my god. So let's start. Ty's postcard is not that great.
00:39So I'm gonna be honest because the business owners, you're spending your hard earned money. I gotta give you the truth. This card isn't terrible, but it's not that great.
00:46It's probably enough to see response from, though. You could probably mail this thing, and I think you can still pull an ROI maybe in the three to four x range. But you wanna be in that five to eight to 10 x where you're putting $55, 10,000 postcards or so, and you're getting $50,000 of business back.
01:03That's what we're shooting for. This is the address side. So that's the first thing I look at when I look at a card.
01:09When I look at the design, it looks like this is the most important side. The problem is this isn't the address side. This is the address side.
01:15When you get mail, this is how they're gonna see it. It's gonna be in here like this. Because when people design cards, they never think about the address part.
01:23They always think about the other side. So they do all the fancy stuff on this side when really it should be this side. All your mail gets delivered with the address side up.
01:32So it'll come in like this, and it'll just blend in. All we see is the doctor here. This isn't good.
01:38So your most important side really should be the side with the address on it. Both should be important. Sometimes the mail comes in, they put in, it tilts over, and you see the other side.
01:47And if they're interested, they'll turn it over. You need both sides to look very good. So the first thing I look at is what is the most important side is that side, the address side, and that fails on this part.
01:57The other thing is can I look at the card and instantly tell what it's for? Now I can tell right here this is for varicose veins. I mean, you can see that this is a pretty jarring image.
02:05Not a big fan of this this image right here, but I can tell here you can't. And this is this is the side they're gonna see. You can't tell what this is.
02:12It looks like a this card looks like a doctor made it because he probably did. It's it's all rigid. The text is so small.
02:20The pictures aren't great. It's got it the focus is on the doctor and his board certified lymphatic medicine modern caring approach.
02:28Like, these are just generic words. This is written by a doctor. Doctor probably says, this is great.
02:32It looks just like my textbooks at medical school. But to us lay people, we don't wanna look at textbooks in the we wanna look at the nice visual things, comforting things. This looks like clinical.
02:43No. Gotta go. A text bad.
02:45We're gonna change this complete completely. The first thing I do is research. I can't make a great postcard without knowing the target audience behind it.
02:54I like to go into Claude and Chatuchupti. I say, what's okay. Here's my client.
02:58They're in this industry. Tell me the competitors. Tell me about this industry.
03:01Who's the target audience? How old are they? How much do they make?
03:04What's the average transaction cost? What's the lifetime value? You just have to figure out that out yourself.
03:09Now you just ask Claude, and it figures it out for you. It's kinda like an intern. I found it'll mess stuff up, and it'll get numbers wrong, but it does so much work for you.
03:18I scrubbed all his socials. I went on his website, but I was able to find on Instagram, an Instagram post from the chamber of commerce that had a great grand opening picture.
03:27This picture is really good. Not a lot to work with here, but I found out that they're they've just recently opened, so that's a good thing.
03:34I'm doing the research. I'm thinking, okay. They're just open.
03:36I love this picture of them. It's way more personable. Grand opening is a good reason why to mail.
03:41I want people to get this mail and not view it as junk. What's the reason we're sending you this? Is it an economic change?
03:47Is it a time of year? A season? Is there some event going on?
03:51A reason to do something now? This is perfect. Grand opening.
03:54We just opened. We've also got summer. I thought about that too.
03:57Summer, people probably showing off a little more leg, and and they're a little self conscious about those legs. Before we start designing, we've gotta do research. Let's get to the design.
04:05I only have a picture of him, this grand opening picture, and a logo that's really low resolution. I usually start out with just figuring out some swatches of color that I wanna use.
04:16It seems like he used this this brown or black and green. I wanted to soften it up so it's a little more personable. I'm thinking someone gets this card in, they don't wanna be intimidated by all this, so I gotta keep it calm.
04:27So we went with a muted yellow, gray, green, and then this nice soft brown with it. And beiges, by the way, are are trendy right now. That's the direction colors are going.
04:36I didn't notice any accent colors on his postcard. I saw this primary light green and then this dark green, but nothing else.
04:44Everything was this green and green. There was no little accent color, and I think good postcards should always have a little bit of an accent color to draw your attention, make things a little more interesting. I picked this really soft gold that I'll probably use, and then if I wanna get crazy, I picked this coral.
05:00We'll see if we use that or not. Super pro tip. This is your first mind blowing tip of the day.
05:05Take a six and a half by nine postcard or a ruler and stick it on your computer. That is the first super pro hack. If you were making a business card, take a business card and stick it on your computer.
05:16Whether you're making it in Canva or whatever, just use the zoom button. Make it that size. So now you're looking at it in real size.
05:23Too many times we're looking at postcards on a screen that blows it up, and we're like, this looks great. And we get it, and the text is so tiny. Actually, put a ruler or a card on it and scale it so you're working at the exact size the card is.
05:34First thing I did was get rid of the white. I'm going with this cream color, so the canvas is now cream colored. And I start with an image.
05:41You have to have a really good image because you have to be able to tell instantly what this is for. People thumb to the mail. They can't tell what this is, it goes in the trash.
05:49They may never even turn it over. So I looked on stock image sites, Shutterstock. And I saw this one, and I'm like, okay.
05:55This is a pretty good one. This is the second pro super pro tip. Just put it in a chat GPT.
06:00Upload it and say, can you make me a high resolution, ultra realistic version of this? It used to screw up hands and stuff, and now it's, like, perfect.
06:07Like, it will give you a reproduction at high resolution. It's incredible.
06:11So that's your second super crazy pro tip. Looking at it, though, and I'm like, I don't like that teal nail color. So, like, someone gets this.
06:18They may they may hate that color. That may not resonate with someone, and that's, like, taking so much attention. I can't just not feeling this.
06:25So instead, I had ChatGPT create a new image, and I spent maybe, like, a half hour. I spent some time to get a nice image of spider veins.
06:35K? I don't want these crazy varicose veins. I don't wanna scare people.
06:38And I got this really nice when I was happy with that. So I moved it to the right where I'll have space for a headline. I want it taking up about half, roughly half of the postcards.
06:47The next thing I do is add something along the bottom. I don't like a straight bar, and that's a common thing that people do is they'll put just a bar along the bottom. I don't like that.
06:57It's not like the deal breaker. I like angles. I hate circles.
07:01I really hate circles. I just threw a blob on here, and I use that with the pen tool. This is the important side, the first side they see, so I gotta make sure this thing is not cluttered.
07:11Now that thing going across the bottom, I wanna break that up. If this was like a restaurant or something, I'd probably put a coupon strips, but there's no coupons we're using for this. I just made another blob to cover up the other blob.
07:23I use the pen tool and I just make them till they look good. Blobs are nice. They're very comforting.
07:27Put that on the right in this cream color. Now we have a broken up section, and I'm gonna use that for the call to action. Your eyes start to the left, they go to the right, and then they go to the left again, and then they go back to the right.
07:40So your headline usually should be at the top left, a big image right after that, and then it goes down and then over to the call to action at the bottom right in the end. Kai's original card was really flat.
07:53And what I mean by flat is there's no layering to it. It doesn't look like it's three d. It doesn't look like there's any depth.
07:58Shout out to Rob Smith, who you'll see on some of my videos who sold me back on drop shadows. So I added a drop shadow to the one blob. See that extra layer?
08:06That little subtle, like, oh, this card this is getting interesting. Then I'm thinking about the font choice. I wanna put the headline to the left of the leg.
08:14I gotta pick a good font. I default often to sans serif fonts, like Helvetica, or Arial, or Proxima Nova, or Inter.
08:23I really love Inter right now. These are fonts that are very modern and clean, but it's getting a little bit overused and the slab serifs and serifs are are coming into play again, they look really nice. So I've been using a lot of serifs, and I'm like, I'm gonna go with a serif font this time.
08:37I love Adobe. I can never say it right. It's like or something.
08:41I have to always spell it a 100 times till I land on it. I'm gonna put the headline in the space on the left, and I'm gonna be careful to not take up too much space. It can't be too much information on here.
08:52They instantly know what this is for and take the next step or turn the card over. So my headline in here is simply, uh, get rid of spider veins. Let's use spider, not varicose.
09:02We got the picture and just instant clarity. Your pain is gone. Get rid of spider veins.
09:08It can't get any more direct than that. I'm starting the z pattern where you see the headline, then you see the image. Going into the bottom left where it's not so important, that space in the bottom left is where you stuff like branding and addresses and things that your eye doesn't really spend a lot of time there.
09:24So I'm not gonna put too much important stuff into there. That stuff they'll find if they're interested. Perfect spot to put the logo.
09:30Don't mind the little stupid green mark because I had to Photoshop and then try to get rid of the background and just left some of the old backgrounds. Then under the headline is where I'm gonna put some bullet points. Do this with almost every postcard.
09:41In the research stage, I'm looking because I found out that, like, there's insurance based and cosmetic based. People come in and they they have medical conditions and you're you're filing an insurance claim. So the doctors don't make a whole lot of money.
09:52And this is a part this is a small business owner. He needs to make some money. So we wanna also target well-to-do individuals, making a 100,000 plus maybe per year in income.
10:01These are the people who we want. We really want getting this postcard in particular. They wanna get rid of these things, and they'll pay cash.
10:07So I got no surgery because some people are thinking about, I gotta go here and I gotta have surgery, and that's too scary. I made a big point of saying no surgery, painless treatment, fast results, and covered by most insurance.
10:19You want people just seeing a few bullet points, advantages, features, benefits. Because they're thinking like, oh, with technology happening now, maybe this stuff is just easy.
10:27I just go in and they they shoot it with a laser. They give me something and it goes away. If this space in the middle, I'm gonna put now open.
10:34I don't wanna spend too much attention on that the this bottom left area of the card because, again, that card that spot in the card is not a spot that you want their eyes on for too much. You don't want their attention on there, so things have to be a little more subdued there. Hierarchy on a postcard is really important.
10:51You'll see postcards with a lot everything is big. They they expand everything, and they make everything huge, and everything's fighting. You can't hear any.
10:58It's like someone yelling. There's a 100 people yelling. You can't hear anyone because .
11:02So we wanna make this bottom left area subtle. That's why I didn't make it in, like, white or something. I want it in darker colors.
11:09Then I put the phone number. I felt like that was important. I put that right under the logo.
11:14We're almost there. I put the address under the now open to show that it's a local business. I feel like the bottom, the weight, the balance of the postcard is really pushed towards the bottom, so I need something a little bit to to balance it out at top.
11:26So I put this other organic shape that I drew with the pen tool right, uh, to the right of her hand just to add some more balance so that the weight was evenly. This is it wasn't so bottom heavy on the card.
11:39I wanna add something to the top of that headline, but it's important in design to leave negative space. If you really want them to see what you want them to see, you have to leave space around it.
11:51Really, you have to fight the urge. I still have to fight with it after making thousands of postcards. You have to fight the urge to fill every space in with text or a picture.
12:00But I wanna put something to just round off the design of this card, so I just threw an angle in there. I tried a couple curves. It was a look a little looking too curvy, so I threw a straight angle in there, light transparency, and that works.
12:12That's another pro tip on luxurious cards or anything where you want a really polished upscale feel. Just put some shapes, put some rectangles, some angles, very light transparency.
12:24You can lift a design that's very flat. It it just elevates it. We'll work into the call to action section.
12:31QR code, first thing, you should really should be doing QR codes. It takes someone easily from a card to digital. You would want that going to a specific landing page or fill out a form or before and after gallery or something.
12:44But he doesn't have a lot going on his website, so I just I just sent it to the website and put the website on there. Don't expect them to always punch it in their phone. Some people might be interested, but they don't wanna type the URL in or that people put a long URL or all these crazy URLs.
12:57So put the QR code so they can instantly go to it. You don't even have to write scan this code. They know to scan the code.
13:03People are not stupid now. I then realized that I hadn't put the indicia. I had not put the postal indicia on yet.
13:09Let's throw that on there because that is part of the design. And since we're working with the most important side, the address side, I really wanna make sure that that's incorporated into the design. Remember, anywhere the Indisha is, that's that's what people see first.
13:21And you can put that anywhere on the right. If you have any questions of where to put this on your designs, just hit me up. Me or my minions are always available.
13:28I literally respond to emails and texts and calls, like, all day. My contact information is below. I would be happy to look over your card and just at least make sure it's compliant.
13:37Here's something cool, though. This is a numb I think this is the fourth or fifth super pro crazy tip that I'm gonna share with you. Super hack.
13:44The Indisha can really, like, take up a lot of area. Actually, on his card, it was huge.
13:49It it it took up all the attention. Like, they made it so big. You don't have to make it so big.
13:53Don't make the indicia take the attention. I wasn't liking that this was taking so much attention. I don't want people staring at this indicia, but it has to be there.
14:01So here's a super, super crazy pro tip. Take the Endicia, the EDDM postcard Endicia, and just lower the opacity.
14:08On an upscale card, especially, this looks great. I just drop it down to, like, 75% or so.
14:14It looks so nice on upscale cards. Now I've really gotta work on this call to action, the bottom right area. I didn't wanna do, like, book now, schedule an appointment now.
14:23It's a bigger ask. If you really want a 10 x postcard, you've gotta just get them to take the next small step. Small step.
14:29Small step. Small step. This is great with, like, realtors and financial advisers because it's like, you're a realtor, and you're trying to get someone to to list their house.
14:38Like, they list your house now with me. It's easier to say, hey. Check the value of your home, or let me tell you how much your home is worth.
14:44That's an easier next step. Once you have them taking those next steps, it's easy to convert them into sales. You got way more leads.
14:52And I thought, let's just put see what we can do. If you're at all interested, that's a very soft ask, and they can just scan a code and take some to the website. Maybe you have a gallery on there.
15:04I also noticed he didn't have any web results because he's just open. There was no reviews, and those would be really important to to acquire.
15:11When someone goes online and they're going to, you want to have a good presence. So as they get this practice rolling, they're gonna really wanna require reviews because when someone scans this and says, see what I can do, and they go to the online, they're looking at a gallery or whatever you want.
15:27You want that experience to be, like, top notch. Oh my god. And then they see reviews.
15:30They see before and afters. These are all things that you gotta build in the practice so that when these people take this next step and go online, they're gonna be like, oh, wow. This is great.
15:39And then they can click the book now, or they can take that that next piece of action. Most people are gonna go online. So if you don't take them to the place you want them to be taken to and you have a good presence online, you're gonna lose people.
15:52They might go to a competitor. You might have a great postcard, and then they say, wow. Yeah.
15:56I should do this. Then they go online to check you out, and they see a competitor popping up because Google will start showing competitors the top three choices and stuff. And you wanna make sure your web presence matches up to how nice a postcard is and takes them to the next step, which is usually booking an appointment.
16:12You could complete this card right now. It would be great. But I noticed that I didn't have an accent color, which I wasn't even sure about which color to use.
16:20We had that coral color. I tried that in some places, and it was just taking up too much attention. So I was thinking I had to deal with this dark brown or the gold, probably the dark brown.
16:31I don't wanna put something at the top. I thought about putting something right in the top in the middle. I decided to put a rectangle in dark brown, which we'll use as the accent color behind the little blobby shape right here.
16:44It almost looks like a boat in the in the water. I have a rigid thing against an organic shape. And then I'm like, what am I gonna put on there?
16:51And here is super pro crazy hack tip number six or seven. Put a save this card.
16:58This is like the thing I'll add to a card when I can't think of something. I need something else. I'm always looking, is there something else to add in here?
17:06Something small that'll just push someone over the top a little bit and save this card is a great one. Just put save this card.
17:13You gotta place it in a spot where they'll see it last. Like, you're literally telling them what to do. They'll save it.
17:18They'll save the card. They'll go stick it in a drawer somewhere. You want that.
17:21So this card I'm looking at now, it is done. Absolutely done, and we're on to pro hack tip number nine or something.
17:29Another one I told you about dropping bombs this whole video. This is a crazy one. It's AI.
17:34Take that design, put it into ChatGPT, and say, please generate an eye tracking heat map and overlay it on top of my postcard so I can see where people's eyes go.
17:47Here's the heat map for it, which was bang on. Isn't that a British term? It's perfect.
17:52Shows you the one, two, three, four, five, six, seven, and the 10 is it is perfect. Came out perfect. This is it.
17:58Looks great. Instant image. You know what this is for.
18:01It's not jarring like the other one. Now on to the backside. We are going to make the backside coherent with the other side.
18:08We start with that cream colored canvas, and I'm focusing on the backside of the grand opening. It's got that picture that's really nice.
18:15There was the family picture too, and I thought about using a family picture, but I think that will save that for another card. But I need another leg picture. I went to Chatuchi PT and just spent another twenty minutes or something just telling it what I wanted.
18:28I wanted it was the summer. It's the summer right now where I'm, like, directing ChatchiBT to create a summary image of I think I put forty five year old in a dress.
18:38This is for a I just gave it very detailed stuff and just kept revamping it till I got a thing that looked great, and I really liked this picture that came out. I'm gonna put the headline on the left, so we are going to make another blob. Just take pen tool, and I literally just make a blobby shape.
18:53It looks like trash right now. I mean, this looks like crap. It's like, how could you do an upscale postcard that looks like this?
18:59Like, what is this stupid gonna see? I'll then take the picture and put it into the blob. Then I make another blob because we got the grand opening picture.
19:06Now I make another blob at the bottom, and then I'm gonna put the headline. I just said, let's put grand opening something, and I put Southbury's newest vein treatment center.
19:15This sounds exciting. To me, I think this sounds this is a grand opening. This is a great picture.
19:19It's the newest vein treatment center. Next, I added their logo on the bottom left because we don't want that taking up too much attention. We want people to see it, but not taking all the attention.
19:28Now we're gonna deal with this doctor. Here's a tricky part because this doctor, I know is gonna have to be on the car.
19:33Where am I gonna put him? Because I don't want all the attention going on the doctor, but he's gotta be on there. The problem is I gotta put his detailed information in.
19:44He's gonna want it he's gonna want his name, his the board certifications, all that stuff, and that's an issue. I'm like, where am I gonna put that stuff?
19:50Because I put it if I put it to the left of the doctor, it's gonna start taking too much attention. It's gonna get cluttered like crap.
19:58So I make a block with rounded corners to the right.
20:02Like, this is bad. This is getting bad because this is now taking a bunch of attention. This is not flowing with the design of the piece, but it's it's necessary.
20:11And I can't take away from the headline, from the z pattern. I can't can't throw this doctor's information to be the focal point of the card.
20:20So what am I gonna do? By a gradient feather, which makes it transparent at the edge, it fades it into it.
20:26And this is working way better. I'm like, okay. I can deal with this.
20:29I didn't like his whole name being on there. He's got doctor meet doctor Prashant Althuri, MD.
20:36Prashant is his first name. I don't think that's adding anything. So I I think we should just drop it to alt Atluri.
20:43It's not Althuri. Sorry. I misspelled it on here.
20:45I just realized that's Atluri. Just get rid of the Prashant and just do doctor Althuri. It takes up way less space, easier for people to remember.
20:53So let's do meet doctor Al Turi. Way less space. I don't have to drow his name all the way over into her leg, and I just reduced the text.
21:02It's a little janky how I wrote it on here, but I tried to dumb it down a bit and just reduce the size of the text because I don't need that taking up too much in information. So I know it's not the grammar is a little weird there. It could fix that.
21:13Now it's looking okay. I can work with this. Now we have the left side, which is under under the where the z pattern goes, where we put bullet points on the other side, and I've gotta put some kind of information there.
21:25I didn't wanna throw more bullet points. I didn't wanna repetitive. I don't want it to be too redundant.
21:29So I threw a call to action. We could change what that says here. The more I looked at it, I think the eye pretty much will stop there.
21:36I always try to just look, take a break, look at it again. Where does my eye go to first?
21:42Where does it go to last? And I was kinda it was going in a rotating pattern. It was doing like a z without going to the bottom right.
21:48So I'm like, okay. Let's put the call to action in that spot right there. I needed to fill that space below the doctor, so I put a short little subhead thing of healthy legs, renewed confidence.
21:59He looks confident while she's walking with her vein free legs.
22:04Healthy is good to use too, so it's not just a cosmetic thing, but it's their healthy. We're bal we're off balance a little bit. There's this huge cream chunk of space above the headline that's something's gotta go there, but I don't wanna put text.
22:17So I just put another curvy shape. Then I had to put the phone number. That was important, actually.
22:22It was really important. Phone number's gotta be on there, and I needed to take the attention off that doctor.
22:29The attention is still, like, pinpointing on this doctor a little too much. I put the phone number in bigger, bolder, and it was working.
22:37It it it felt like it was drawing it right off the doctor going to the call to action. Just like we did with the save this card at the end of the front side, I do the same thing on the back. And when I'm all done, I say, what can I add?
22:50Because there's no accent color on here. What can I add? Just a little bit of something, something that might send someone to take that next step.
22:58Just a little something. It's not gonna take up too much space. And I realized that at the bottom right, I didn't really use that too much.
23:03I I felt like the attention was pretty good on those the feet or whatever, and I put just in time for summer because I wanted to bring the summer into it. With the grand opening, it's summer just in time for summer. I used a really lightweight font.
23:16So it wasn't taking up attention, but it's there after you've read the card. It's like the thing that just tips them right over sometimes just in time for summer. When you're sending a lot of these postcards, these little tiny things can translate to five new patients, one new patient, four new patient, thousands of dollars just for these one little tiny things.
23:35So let's look at the heat map. We're all done. I'm super happy, hoping the heat map pans out, and it was perfect.
23:41Number one is the headline. Beautiful. Number two is the grand opening, perfect.
23:46The third, uh, the girl's legs. Fourth is the call to action.
23:51The fifth is the doctor. The and then it goes into the bottom left and then ends at the eighth. That was, like, perfect.
23:57I hope you like that design. This is what it looks like here. This is what it the front looks like.
24:02This is what the back looks like. Way better than that. Right?
24:05Way way nicer. Let's talk about ROI and response.
24:09Hear me talking about taking a five thousand hour to $50,000, and I made a big mention of that in the beginning. When I design a postcard, I'm always trying to design it for a 10 x ROI.
24:19That means getting everything in place, the right call to action, the right images, hopefully, business with a good web presence because all those things really help. Always be basing this on at least 5,000 mailers to 10,000 mailers. You can't spend $500 and turn it into 5,000.
24:34Take the amount that you're spending and what your desired return is. So that might be five x or 10 x.
24:40Let's just say 10 x. What is 50,000 in business look like to you? For his vein treatment center, it looks like the average lifetime is around 5 to $8,000.
24:48I would say three to five times annual value and five to 10 times lifetime value is a good response for postcards. If he gets 10 patients from this card, he'll have $50,000 in revenue over the lifetime.
25:02How many consults do I have to give to get 10 patients? Say it's 80%. That means 13 consults to get 10 patients.
25:10Not everyone who schedules an appointment will show up. So let's say 80% of those become consults. So now we have to get 16 appointments in order to get 13 consults.
25:19So it'll probably take 20 to 25 responses to turn into 10 patients.
25:26So he's spending only $250 or so per lead. With 20 to 25 of them, he's gonna get 10 to 12 patients from that.
25:33His cost to acquire a customer is probably only gonna be around $500. If he's making 5 to $8,000 in revenue per customer, but he's only spending $500 to acquire them, that is a huge ROI.
25:4720 responses out of 10,000 would be one fifth of 1%. EDBM is good to go.
25:53I'm not saying it's guaranteed. It's not crystal ball. A lot of things will affect us, like the web presence.
25:59You know, if your web presence sucks, people might leave at the point when they're looking at your website. Google reviews, those are all gonna help. Before and after pictures, those are gonna help.
26:06People answering the phone, good staff. If they go into your clinic and it's terrible staff, it doesn't matter. You got them in there and then the the staff shut them out.
26:14Targeting is super powerful. I don't talk about it enough, but you can actually target this demographic precisely. Instead of doing EDDM where you pick whole neighborhoods, I pulled up in our data, man, I think forty five to sixty eight year old women in a 10 mile radius of Southbury of that exact address that make over a $100,000 a year that are married, that are homeowners.
26:34Then I overlaid some propensities, ones that have been to the doctor in the last year because some people never go to the doctor and they're like, will not go to the doctor.
26:42And then I overlaid it with another propensity and have asked doctors for prescriptions. So he could mail to that super prime, super audience, and probably pull off an astronomical ROI because your man, Jake, be looking up the best demographics, making these postcards popping off.
26:59So my suggestion, targeting those 16,000 women in the Southbury area plus some neighborhoods with EDDM plus that super precise demographic.
27:09I think you should do paid ads, retargeted ads. You can add probably a billboards where people are seeing you. They're getting you in the mail.
27:15They're seeing you online. They're seeing billboards. You might be asking, how do I get my postcard reviewed?
27:21I would love to review and critique your postcard. Shoot me an email. Go to highresponsemarketing.com/overhaul.
27:27If you're mailing postcards right now, I would love to check it over. At least critique it. I can't promise you I'd overhaul it.
27:33But have me check out what you have. I love looking at postcards. I'll see you in the next video where I'll show you how to design this beautiful landscaping postcard.
The Hook
The bait, then the rug-pull.
Jake Lorain has been designing winning EDDM postcard campaigns for fifteen years. When a client named Kai sent him a vein care clinic postcard and asked for a critique, Jake asked if he could put the overhaul on YouTube -- and Kai said yes without knowing he was about to watch a live teardown of everything he got wrong.
Named ideas worth stealing.
00:00list
10x Postcard ROI Stack
- Design address side first
- AI research (CAC, LTV, demographics)
- Real-size screen preview
- Z-pattern layout with hierarchy
- Soft CTA
- AI heat map validation
- Demographic list overlay
Seven sequential decisions that compound from weak-to-strong, each a common failure point on its own.
Steal forAny local service business postcard campaign
14:15model
Soft CTA Ladder
- See What We Can Do (lowest friction)
- Schedule a Consultation
- Book Now (highest friction)
Start at the bottom of the ask pyramid. Conversion from interest to appointment happens at the website or phone, not on the card.
Steal forAny high-ticket service with a multi-step sales process
03:25concept
Grand Opening + Season Hook
Layer a permanent legitimacy signal (grand opening) with a seasonal urgency (summer = more leg exposure) to create compound motivation to act now, removing junk-mail friction.
Steal forAny new business launch or seasonal promotion
How they asked for the click.
VERBAL ASK
27:27link
“Shoot me an email. Go to highresponsemarketing.com/overhaul. If you're mailing postcards right now, I would love to check it over.”
Strong -- free consultation offer with zero friction, delivered with genuine enthusiasm. Consistent with the video's helping tone.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
Visual structure at a glance.
