Achieving high impact postcards

Think about these options for having high impact postcards

1. Most Impactful types of images
2. Most impactful types of messages
3. Bonus impact tips
4. Ineffective types of images
5. Ineffective types of messages
6. Other pitfalls to avoid

1. 🔥 Most impactful types of images

a. Faces of real people (especially constituents)

• Close-ups of individuals, families, or community members affected by the issue.
• Eye contact builds empathy and connection.

b. Scenes of local relevance

• Local landmarks, public services, or environmental features under threat.
• Shows the issue is rooted in the decision-maker’s jurisdiction.

c. Positive, visionary imagery

• What success looks like (e.g., green jobs, thriving community spaces, clean rivers).
• Inspires action and hope, not just guilt or fear.

d. Contrasting before/after or “problem/solution” visuals

• e.g., degraded vs. restored landscape, closed vs. thriving community center.
• Makes the impact of action (or inaction) visually undeniable.

e. Crowds or Collective Action

• Peaceful protests, petition deliveries, or other moments of democratic engagement.
• Sends the message: “This issue matters to many.”

2. 🗣️ Most impactful types of messages

a. Personal and localized stories

• Short statements from constituents: “As a nurse in your district, I see the impact of…”
• Authentic, specific, and emotionally resonant.

b. Clear and actionable asks

• e.g., “Vote yes on Bill X to protect our clean water.”
• avoid vague appeals; be concrete about what you want them to do.

c. Values-based framing

• Frame around shared values: fairness, safety, family, economic stability, community.
• Speak to motivations, not just facts.

d. Urgency without alarmism

• Highlight a time-sensitive opportunity: “This month, you have the chance to…”
• Encourage action without despair or burnout.

e. Affirmation of the politician’s role

• “You have the power to protect our health. Please use it.”
• Makes it clear they’re not just being blamed, but invited to lead.

3. 📝 Bonus impact tips

• Personalized (especially handwritten or drawn) including the name and address of the sender elements dramatically increase engagement.
• Keep messages short, scannable and unique: decision-makers receive a lot of mail.
• Postcards are physical: their durability means a powerful image or quote can linger on a desk or bulletin board for weeks.

4. 📸 Ineffective types of images

a. Sensationalist or unrealistic imagery

Using exaggerated or fictional images can backfire by feeding public skepticism. For instance, the "Postcards from the Future" exhibition faced criticism for depicting implausible climate scenarios, which some argued perpetuated stereotypes and undermined the seriousness of climate change discussions. See WIRED

b. Misleading or manipulative visuals

Employing deceptive graphics, such as distorted bar charts, can erode trust. The Liberal Democrats were noted for using misleading graphs in their leaflets, leading to public ridicule and diminished credibility. See The Guardian

c. Clichéd or overused stock photos

Generic images lacking authenticity can fail to engage recipients. Personalized visuals that resonate with the local context are more impactful.

5. 🗣️ Ineffective types of messages

a. Vague or overgeneralized statements

Messages filled with buzzwords but lacking substance, known as "glittering generalities," often fail to persuade. They may grab attention but don't provide compelling reasons for action. See Mountain View Mirror

b. Negative or attack-oriented content

Overly negative messages, especially those targeting individuals rather than policies, can lead to backlash. Studies have shown that such negativity can depress evaluations of both the target and the sender. See SAGE Journals

c. Lack of clear call to action

Failing to specify what action you want the recipient to take can render your message ineffective. A clear, concise call to action is essential for motivating response.

6. ⚠️ Additional pitfalls to avoid

a. Overcomplicated designs

Cluttered layouts with too much text or too many images can overwhelm and confuse readers. Simplicity aids comprehension.

b. Inappropriate humour or sarcasm

Humor that doesn't align with the seriousness of the issue or that could be misinterpreted may detract from your message.

c. Cultural insensitivity

Using images or language that could be offensive or misrepresentative of certain groups can alienate recipients and damage your campaign's reputation.

By steering clear of these ineffective strategies, you can enhance the impact of your postcards and better engage your intended audience.