Two cards, because two different people get them. The photo is the hook — a real boat at a real John’s Pass dock, so it reads as local, not as an ad. The line at the bottom is the only sales copy on the front.
Card 1 — for owners who live here
The hook is proximity. They recognise the water, and “three minutes from your dock” makes it about their street, not our company.
Front
John’s Pass Boat Care
We just finished this one
three minutes from your dock.
three minutes from your dock.
Washed, polished and photographed — without the owner leaving the house.
Back
Hi there,
We look after a few boats on your street — wash, wax, the whole thing, right at the dock. You don’t have to move her or even be home. We just send you photos when we’re done.
Want to see before-and-afters from the one on the front? I’ll text them over.
Want to see before-and-afters from the one on the front? I’ll text them over.
— your name
(727) 304-3440
(727) 304-3440
STAMP
HERE
HERE
John’s Pass Boat Care
Madeira Beach, FL 33708
johnspassboatcare.com
Madeira Beach, FL 33708
johnspassboatcare.com
Mailing address
johnspassboatcare.com
Card 2 — for snowbirds
Different hook entirely. This one is a question they cannot leave unanswered, because the honest answer is “nobody.”
Front
John’s Pass Boat Care
Who looked at your boat
this week?
this week?
Lines, bilge, batteries, shore power — checked every week while you’re up north. Photos after every visit.
Back
Hi there,
We’re the boat crew at John’s Pass, a few minutes from your place. Boats don’t sink dramatically — they go quietly, at the dock, from a chafed line or a bilge pump nobody checked.
That’s what we do while you’re home: look at her every week and send you the photos.
That’s what we do while you’re home: look at her every week and send you the photos.
— your name
(727) 304-3440
(727) 304-3440
STAMP
HERE
HERE
John’s Pass Boat Care
Madeira Beach, FL 33708
johnspassboatcare.com
Madeira Beach, FL 33708
johnspassboatcare.com
Mailing address
johnspassboatcare.com
Why this version and not a brochure
- The photo is the whole front. Full bleed, no logo block, no service list. It looks like a picture of a boat — which is exactly why someone turns it over instead of binning it.
- The line is about them, not us. “Three minutes from your dock” and “this week” are the hooks. No slogans.
- Nothing on the front asks for anything. The ask is on the back, in handwriting, and it’s small — just photos.
- Sign it by hand. Write your name in the blank on the back and the recipient’s first name above “Hi there.” Thirty seconds a card and it stops being mail.
Getting them printed
- Size: 6″ × 4″ finished, artwork is
6.25 × 4.25— the extra 1/8″ is bleed the printer trims off. Red dashed = the cut. Blue = keep anything important inside it. - Stock: 16–18pt. Ask for a matte or satin finish on the front (photo stays rich) and an uncoated back so a pen actually writes on it. This is the detail most people get wrong.
- Where: a local St. Pete printer, or VistaPrint / Moo / PrintPlace online. Roughly $60–$120 for 500.
- Postage: keep it exactly 6×4 and it mails at the USPS postcard rate. Go bigger and the price jumps.
- Print run: do Card 2 for the snowbird list and Card 1 for everyone else — the finder tells you how many of each you need.