GOALS: Know what you want. What should your postcard produce for you? Phone calls? Increase in foot traffic? Faxed orders? Plan for your success.
KISS: Yes, Keep it simple! Think like a billboard, make your message short and sweet.
BENEFITS: Your prospects don't care about you being # 1 or the largest or the fastest growing, etc. except as to how it relates to how it benefits them. In other words, answer the customer's question: "What's in it for me?" You do that by explaining the result, the outcome, the benefits, one can expect by using your product or service.
THE RIGHT TYPE: Use a maximum of 2-3 nice legible typefaces. Scripts and some serif fonts are hard to read.