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Description

It's tough to see postcards like these because the product is awesome and needed in our world, but unfortunately people usually take the path of least resistance. In this case, that means this postcard is being tossed to the side because the reader doesn't want/have time to decipher the complicated design and unclear messaging.

Within three seconds of looking, the reader should know what you do and why it matters. That is not the case with this postcard.

***

One of the most fascinating things about postcard marketing is that postcards do not have to be perfect to convert. However, most postcards could always be better (this is one of them).

Interested to hear how we’d perfect this postcard for maximum engagement? Message Scout today.

Copywriting

The copy is straightforward to people who are tuned into the mental health world, but for those readers who aren't, this card doesn't make a lot of sense. Does everyone know what DSM 5 and ICD 10 are? Or would it be better to have a headline stating that SymptomMedia helps thousands of people understand mental health via online videos.

Design

There is a lot going on here. Too much. Lots of images, fonts, colors. This is and issue because the reader doesn't know what to focus on.

If the reader was not familiar with SymptomMedia, they would have to use the column on the left and testimonial to really understand what they do. That's also an issue because people have short attention spans.

Offer

The offers are bright and in a big bubble which would usually work, but so are several other things on this postcard.

Key Takeaways
  • Don't overcomplicate the design. It is a turn off to the reader because they don't want to have to dig for information about you company or offer.
  • Medical terms are not always understood, especially to the people who have limited exposure to that world. Better to use general terms in the headline and dig deeper on the backside of the card.
Description

It's a little better than the front, but still needs some serious improvement. The current subscriber list is the strongest aspect of the back, but the design doesn't highlight it.

The call to action needs some serious improvement. You need to make it as easy as possible for the reader to take the next steps. Don't make them search the entire card to find instructions and add a QR Code so they don't have to spend time typing a URL or your email.

Copywriting

The headline of improving student competency appeals to teachers and administrators. So is this campaign only targeting those people? Or are they also trying to attract the college student or parent who is trying to learn more about mental health?

Because of the headline and blue bubble talking about 600+ videos the green bubble doesn't serve a strong purpose. That could be deleted.

Also, the "Request a Free Trial" font is big, but are the readers also supposed to reach out to Matt if they just want the discount on a one year subscription?

Design

There is a lot going on here. Too much. Lots of images, fonts, colors. This is and issue because the reader doesn't know what to focus on.

If the reader was not familiar with SymptomMedia, they would have to use the column on the left and testimonial to really understand what they do. That's also an issue because people have short attention spans.

Offer

This call to action is very weak and not easy for the reader. They can either pick up the phone (sometimes awkward), email (less awkward, but a bit of a hassle), or type in a long link (hard and not happening).

Matt Ruben, who seems to be the independent salesman for this campaign, could have had a customized QR Code to track his campaign conversion rate.

(We do that at Scout!)

Key Takeaways
  • Don't overcomplicate the design. It is a turn off to the reader because they don't want to have to dig for information about you company or offer.
  • Medical terms are not always understood, especially to the people who have limited exposure to that world. Better to use general terms in the headline and dig deeper on the backside of the card.
Copywriting:
C-
Design:
D+
Offer:
C+
Final Grade:
C-
Copywriting:
C
Design:
C-
Offer:
C+
Final Grade:
C-
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Want help on your postcard?
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