Eat Well
The front of this postcard has all of the ingredients a successful campaign needs: clear messaging, concise text, good design, and a competitive offer. BUT, there are aspects of this card that are totally out of proportion. The readers eyes are immediately drawn to the oversized logo while the most important message is in the smallest font.
"Fresh meals using wholesome ingredients..." it tells the reader what you do- perfect! That should be the first thing the readers eyes are attracted to. After that, they should see the offer that will incentivize them to flip the card over and take action.
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This copy is remarkable because it uses less than 25 words to take the customer through at least three stages of the buyer's journey.
Each line of copy serves a function.
For example:
Unaware: [Customer sorts their mail for the day and comes across this postcard]
Pain Aware: Hungry?
Solution Aware: Hungry for healthy food?
Product Aware: We deliver healthy food. Your first meal is free.
Why doest the logo have to be so big? The smallest text on the front is the most important. That is the text that should be bold and large.
The problem you solve should be the biggest header, THEN the offer. The offer in the case is also small and at the very bottom.
When you have a good offer you want to make sure that the reader sees it!
It's important to foreground your value proposition, and take on enough of your readers' risk so that they are motivated to act, and give your product or service a try.
Here, Sprig takes on customer risk by offering a free meal.
For postcards to work, the offer has to be good enough to leverage your reader/customer out of inertia(going about their day and not buying your product).
The headline is a bit confusing. Are they competing with people cooking at home? Or with restaurants?
The first bullet point doesn't really address a pain. Is it the ordering experience that stops people from using food delivery service? The sub point about three easy taps could replace the first bullet.
The second bullet is clear and desirable to the consumer.
The third bullet has been a constant message on this postcard which is nice. "Leverging modern smartphone and routing technologies" is a bunch of jargon that no one cares about. Instead, they could have said, "We have delivered 4,598 meals to your 94114 zip code with an average time of 12.45 minutes". THAT would resonate.
Why doest the logo have to be so big? The smallest text on the front is the most important. That is the text that should be bold and large.
The problem you solve should be the biggest header, THEN the offer. The offer in the case is also small and at the very bottom.
A little confusing that the front of the card promises "your first meal is on us", and the back of the card gives a coupon code for $10 off. As the reader, which offer are we supposed to go for here?
The code is area specific which is nice because it's trackable, but it doesn't have to be the largest text on the back. The offer should be big.
Sprigs wants you to download an app. Instead of giving you a number to text where they could then send you a link (they would then also get your contact info), they don't give any directions on how to find or download it. A QR code would have worked well too.
It's important to foreground your value proposition, and take on enough of your readers' risk so that they are motivated to act, and give your product or service a try.
Here, Sprig takes on customer risk by offering a free meal.
For postcards to work, the offer has to be good enough to leverage your reader/customer out of inertia(going about their day and not buying your product).
