Description

From the ambiguous headline to the supporting image, this is a near perfect postcard. It is personalized, simple (just 16 words/numbers), and has a strong offer and call to action. Study everything you can about this postcard design. Memorize it. Learn from it. And then implement the same ideas for your next postcard.

Great postcard marketing design must have the following:

  • A stellar image
  • A short but supercharged headline
  • Concise descriptions of the value offering

***

Scout designed this postcard for Ecovolt Solar. If you are looking to take your campaign to the next level like Ecovolt did, message us today!

Copywriting

If your goal is to write copy that converts and attracts prospects like a magnet (and we hope it is), then there's one rule you must follow: Keep it short and simple. Crafting a brief but power-packed headline with three to seven words is the cornerstone of excellent postcard design. You have to somehow condense every aspect of your product offering into just a few words. But that’s not possible, right? Well, it is, but it will require some critical thinking on your part. Instead of trying to cram in all of your product’s features and successes, only focus on the benefits that are provided to the consumers. Because let’s be honest here, people don’t care about every advertisement they see. They only concern themselves with offers that will positively impact their lives.

In just 16 words (and numbers), this card communicates the following benefits:

  • Your current source of electricity is toxic.
  • Ecovolt solar panels are good for the environment.
  • You need this product.
  • Not only is it affordable, but you'll get cash back to boot!

It provides information, but it’s still ambiguous enough to entice people to read further.

Scout ran this campaign in 2016. Looking back, there is an edit we would have liked to have made in the call to action copy. The content is good ($0 down, $0 more per month), but is is not prominent or clear enough. The reader should know EXACTLY what to do next after seeing the call to action. A QR code would have helped.

Design

This is an image that clearly communicates the message and supports the text in a unique and aesthetic way to the right people. Solar panels are good for the environment, so are trees.

There’s plenty of dark space in the image. This provides a high-contrast background that helps to give the text that extra “pop” it needs to stand out adequately.

Offer

In as few words as possible, this postcard explains the customer benefits in greater detail. Give readers the information they're looking for, but you still need to leave them wanting more. That’s how you’ll get folks to take action like visiting your website or using a coupon.

Key Takeaways
  • A stellar image that reinforces the tone and message
  • A short but supercharged headline that captures the readers attention
  • Concise descriptions of the value offering in three bullet points (two is too few, who has time to read four??)

Description

This card doubles down on the eco-friendly idea. This company knows that its ideal customer is concerned about climate change, and this design is intentionally seeking to target those people. But what if a person is not concerned with the environment and they receive this card? They will probably throw it straight in the trash – or hopefully the recycling bin. But that’s okay. It doesn’t matter. Because chances are, that person would not have purchased solar panels anyway. But by explicitly targeting their ideal prospects, Ecovolt has drastically increased the odds that this card will drive conversions.

Copywriting

First is the name, “Peter.” This is a personalized aspect of card design, and it's a surefire way to grab someone's attention. We won't spend too much on this topic, but if you want to learn more check out one of our articles on personalized postcard design.

“Dump” + “PG&E” = Brilliant word placement! Also, the line before that is a calling to the customers who are eco-friendly, but maybe haven't made the energy shift yet.

Lastly, the concise descriptions of the value offering in three bullet points (two is too few, who has time to read four??) is a game changer. They tell the reader exactly what they want to know.

Design

This is an image that clearly communicates the message and supports the text in a unique and aesthetic way to the right people. Solar panels are good for the environment, so are trees.

There’s plenty of dark space in the image. This provides a high-contrast background that helps to give the text that extra “pop” it needs to stand out adequately.

Offer

Not only do you have the three bullet points (that are all very enticing), but you also have the "earn up to $750 per year" in the top right corner highlighted in green.

No one could miss the call to action because it is big and bolded. Call them (or visit the website) to become more eco-friendly AND to save a nice chunk of cash.

One critique we will give ourselves is that the offer is a little obscure. Now this really wasn't in our hands, but the reader might be feeling unsure because someone has to make money (how does this work??). Too good to be true type situation. So we would have liked to see a little more explanation and designed the back of the card around the offer because it relates directly to the product.

Key Takeaways
  • A stellar image that reinforces the tone and message
  • A short but supercharged headline that captures the readers attention
  • Concise descriptions of the value offering in three bullet points (two is too few, who has time to read four??)

Copywriting:
A+
Design:
A+
Offer:
A+
Final Grade:
A+
Copywriting:
A+
Design:
A+
Offer:
A+
Final Grade:
A+
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