A few weeks ago, I wrote about a mobile scanner app that reminded me to scan documents because apparently it had been a while since I’d scanned documents with my phone.

I wrote that while this made sense for food chains that incentivize you to come back, it didn’t make sense for all brands, especially a mobile app for scanning documents. 

I critically pointed out that we scan documents only when we absolutely have to (not even always when we need to). 

That said, I recently saw another notification from the same brand, and I was thrilled to see a different approach.

It’s not that they saw my post and changed their message.

But I want to be the first to appreciate and encourage brands when they change what’s wrong and get better with their messaging.

The new message changed drastically from scanning documents (because it’s been a while since you scanned one) to the important pain point of keeping your documents safe. 

Because who hasn’t lost an important document?

We all have, and that specific pain point is what’s being beautifully targeted here.