Because YOU OWN A LONG TERM CARE INSURANCE POLICY, We can help!
This isn't an awful postcard, but it could be made a lot better with just a few minor changes. For example, when selecting imagery for a campaign that is selling a service, it makes sense to use an image that depicts the service in action. If you do that, readers will know what your company does and probably what you are selling. It also will help free up space where you are describing what your company does (top left of this card).
The interesting thing about postcards is that they don't have to check every box to have a successful conversion rate. Maybe the imagery is bad, but the headline was concise and interesting so it still sold. That's not the case here. They would have been better off using the line at the bottom "Would you benefit from daily.." as the headline and detailing the other consultative service on the back.
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Interested to hear other ways we’d perfect this postcard for maximum engagement? Message Scout today.
Even though there isn't a ton of copy here (which is refreshing to see in a medical promotion) there isn't a clear message. What exactly is Always Best Care promoting. They have the "senior services" at the top so we know that is what they do, but the headline "Because you own a long term care... Let us help you understand and activate your policy." makes it seem like they are selling some consultative service. Of course it is fine to sell multiple services within a single campaign. However, if that is what you want to do it is critical to have singular and clear messaging. The reader should know what you are offering and why it matters.
The line at the bottom "Would you benefit from daily..." would make a stronger headline that what is currently there. Have that in bold, keep the "SPECIAL OFFER" hook there, and then explain more about the consultative service on the back.
This is a senior care business. Having an older person with a happy young person makes sense in the imagery, but it would have been a lot better to have a shot of the young person actually taking care of the senior. In the current picture, we have no idea what the relationship is.
This logo with the description below is taking up too much space. Firstly, no one cares about the company logo unless there is a tremendous amount of brand recognition and loyalty. Secondly, if the imagery is right you won't have to waste space and explain what your company does.
The offer sticks out here just like it should. The reader is going to have trouble missing it. BUT, the whole "see back for details" is not attractive to the reader unless they have been in the market for the product/service. The offer needs to have a real hook that captures the reader's attention and makes them want to read more.
- Just because you are selling multiple products/services doesn't mean you need to have a confusing headline. Keep it simple. Who are you targeting? What are you selling? How do make that interesting for them?
- Imagery can take a postcard to the next level, or bring it down one. The right image can save you from having to use space to explain what you do. It also can evoke emotions better than words can.
There isn't a lot of things we would change on this card. This is so much better than the front. The images are on target, copy is simple and effective, and the call to action is massive. Of course a little personalization like a name would take this campaign to the next level, but this isn't bad at all.
Simple and efficient. This isn't Apple. There is no need to be overly creative with the copy. The message is basically, 'Are you diagnosed with any of these things, OR do you just want some extra help at home?'. What else do they need to say? No fine print. No hidden messages. Not bad at all.
This is a senior care business. Having an older person with a happy young person makes sense in the imagery, but it would have been a lot better to have a shot of the young person actually taking care of the senior. In the current picture, we have no idea what the relationship is.
This logo with the description below is taking up too much space. Firstly, no one cares about the company logo unless there is a tremendous amount of brand recognition and loyalty. Secondly, if the imagery is right you won't have to waste space and explain what your company does.
The offer is designed very well. It's big, has a cushion of white space, and the main hook "4 HOURS FREE" is standing out from everything else. They didn't do the whole fine print details with an asterisk which is cool.
- Just because you are selling multiple products/services doesn't mean you need to have a confusing headline. Keep it simple. Who are you targeting? What are you selling? How do make that interesting for them?
- Imagery can take a postcard to the next level, or bring it down one. The right image can save you from having to use space to explain what you do. It also can evoke emotions better than words can.
