Break Free from Demandforce

Lighthouse 360
Categories:
Description

This postcard from Lighthouse 360 is attempting to steal customers from Demandforce. While they gave the call to action on the front, they didn't list enough reasons why the recipient should care to read on–it's lacking a good hook. The cheesy superman imagery isn't helping.

***

This campaign missed the mark. Never waste another campaign and Contact Scout today.

Copywriting

The copy on this page starts off on the right foot with some personalization. However, this text is so small and in the middle of the rest of text that the reader probably will not even notice it right away. This should be at the top and in much lager font.

The copy doesn't help sell Lighthouse360 at all. They have the "no annual contracts" listed, but nothing else. A short bulleted list of advantages would've been a smarter move.

Design

This design looks pretty dated and something that you might receive at your house, not for a B2B company. The background picture makes you think you are getting mail from a lawyer or bail bonds place of some sort, not a patient communication system company.

The logo is small and hidden in the corner and there is not a whole lot to let you know who this postcard is even from.

Offer

The only offer on this side is telling the reader to call now. There really is no extra incentive for the reader which is not going to help with the conversions. This is an extremely basic offer that could be improved by some more context or a deadline.

Key Takeaways
  • Personalization only works if the reader can see it
  • A phone number with the loud copy “CALL NOW” is a weak offer because it’s been overused and is often associated with scammy commercials and paid programing
  • The imagery should support the campaign message, not pull attention away from the copy
Description

The back of this card really tries to redeem the front side. They include much more valuable information and deliver it in a meaningful way.

If only some of this was on the front, it might stop recipients from tossing it right away.

Copywriting

The copy on the back is much better than that front side of this card. They give their reasons for WHY you should switch in efficient bullet points to make their sell. This content is scannable and valuable. Great.

Design

This design looks pretty dated and something that you might receive at your house, not for a B2B company. The background picture makes you think you are getting mail from a lawyer or bail bonds place of some sort, not a patient communication system company.

The logo is small and hidden in the corner and there is not a whole lot to let you know who this postcard is even from.

Offer

The offer here is getting a free demo of their improved system. This is a decent offer but falls short of the great copy that was used.

While the free demo is a nice incentive they could have gone a step further here and restated that they will bail the reader out of their demand force contract.

Key Takeaways
  • Personalization only works if the reader can see it
  • A phone number with the loud copy “CALL NOW” is a weak offer because it’s been overused and is often associated with scammy commercials and paid programing
  • The imagery should support the campaign message, not pull attention away from the copy
Copywriting:
C
Design:
F
Offer:
D
Final Grade:
C
Copywriting:
A-
Design:
B-
Offer:
C+
Final Grade:
C
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