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Description

The imagery looks like something that came out of the sketches for a James Bond movie. Everything else on the front is solid. Copy could use some edits, and the overall card could use more personalization, but the eyes are drawn the headline and offer which is what you want.

***

This postcard is pretty good, but it could be even better. There are a couple more ways we would improve this postcard, to optimize for the highest possible conversion rate.

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Copywriting

The headline is probably longer than it needs to be. Same with the offer at the bottom. They have the Valvoline business logo on the bottom right, did they need to include "Come in for a Valvoline" ? Just keep the $7 Off | "Full-service full synthetic.."

Design

So here's the deal. The messaging is great. You are able to watch your car being worked on. Cool. The banner at the bottom is a bright red that contrasts the rest of the card which works well because it draws the readers attention to the offer.

What is confusing is this whole invisible car imagery we are looking at. We have one person working of the car (cool). The driver still has his hands on the wheel like he is about to cruise right on out of there (yikes). The third individual is just staring at the drive (double yikes).

A regular image of someone smiling in their car watching it being worked on would have served the purpose. They tried to get too fancy and cool with this design.

Offer

$7 off on an oil change isn't bad. That's probably a 15% off discount? This would have been a good campaign to do and A/B test on to see if the $7 off or 15% off drove more customers to the location.

Key Takeaways
  • Being unique is a good way to catch the eye of the reader. But this card's imagery was over the top and ended up confusing the readers more than anything
  • The offer is very easy to find and is straightforward. Hopefully it was big enough to drive people to take action.
Description

The back drags the entire postcard down. It's confusing for a reader to see one offer on the front, then four different offers not the back. It forces them to read into each one and people won't take the time to do that. There are a lot of things this backside could go without: the second headline, multiple offers, and listing the hours of a location even though they are the same each day except Sunday.

They added the customer satisfaction score on the right hand side where it is sandwiched between a barcode and address. Who is paying attention to that? Why not combine it into the headline: "We average a 4.5+ customer satiscation score out of 250,000 annual customers just like you!"

Copywriting

How does staying in your car make for a "clearly better oil change"? Does that mean they mechanics work harder when you are watching? You don't want to have to worry about watching your car to make sure you get a good oil change do you? The headline is off.

The second headline is a bit repetitive and doens't serve a strong purpose. You could take that out and make the 4.6 customer satisfaction score out of 250,000 customer bigger and bolder! That is what builds credibility. It's not being fully leveraged here.

Design

So here's the deal. The messaging is great. You are able to watch your car being worked on. Cool. The banner at the bottom is a bright red that contrasts the rest of the card which works well because it draws the readers attention to the offer.

What is confusing is this whole invisible car imagery we are looking at. We have one person working of the car (cool). The driver still has his hands on the wheel like he is about to cruise right on out of there (yikes). The third individual is just staring at the drive (double yikes).

A regular image of someone smiling in their car watching it being worked on would have served the purpose. They tried to get too fancy and cool with this design.

Offer

What happened to the $7 off discount? Now the reader is looking at 4 others and the last thing you want to do is confuse the reader. We would also consider bolding the expiration date to create more urgency.

Key Takeaways
  • Being unique is a good way to catch the eye of the reader. But this card's imagery was over the top and ended up confusing the readers more than anything
  • The offer is very easy to find and is straightforward. Hopefully it was big enough to drive people to take action.
Copywriting:
B+
Design:
B
Offer:
B+
Final Grade:
B+
Copywriting:
Design:
Offer:
Final Grade:
B+
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