Great copywriting in the health market
1 January 2007You can access the pdf of this example sales letter by clicking on the link below. The sales letter is promoting a health book.
In the Healthy Heart Handbook letter, the opening paragraph acts as a headline by attracting attention, with the underlined words jumping out: number one cause of death.
That is followed by the ‘did you know?’ surprise questions and answers about the assumed prevalence of cancer and accidents.
Why is there no headline?
Why bother with a headline (the most difficult copywriting job of all) when your audience can immediately see what you are saying without one? The letter is communicating with the audience.
The writer trades heavily on the publisher’s name. The words: ‘From Frank K Wood’ imply an existing relationship, which has been built up by regular mailings. It maintains the personal and old-fashioned theme the writer is looking for.
The offer also has a personal touch – one that many UK publishers would not be comfortable with! Here are the terms:
“Do not send any money .. use this life-saving book for 30 days free of cost or obligation .. then pay just 4 easy payments of only $6.99. I guarantee you will be satisfied forever with my “No-Time-Limit” money-back guarantee ..If you ever become dissatisfied with it, return it for a full refund. That’s the way I’ve done business for over 25 years. .. Return the order card in the enclosed postage paid envelope within 10 days.”
Why don’t UK publishers market like this?
So does anyone know why we UK publishers don’t make offers like this? Perhaps it’s something to do with our view of the credit worthiness of our customers – although that doesn’t square with the enormous business done on credit through mail order catalogues. Beats me. Go look at the letter:
Would you like a full sales letter analysis?
If you’d like the complete analysis of this letter and other promotions with a list of which bits to steal for your own use, ask to see issue 67 of our famous Subscriptions Strategy newsletter.
Order Subscriptions Strategy by clicking here. We’ll invoice you later
Mike Pavlish, the copywriter, has his website here
Previous: Website copywriters
Next: Confidential: the best and worst in subscriptions marketing