Bowflex’s Mail Promises a Better Way to Feel the Burn
Fitness and weight loss aren’t billion-dollar industries for nothing, as this direct mail brochure proves.
Mailer Name: Bowflex
Date Mailed: January 2016
“Do you wish you could lose weight, tone-up and slim down?” asks the teaser. Millions of people would likely answer “Yes!”, which is what this mail piece counts on. To drive interest in its TreadClimber machine, Bowflex employs a number of tactics.
First, it describes the features of two of its models as benefits to the customer. For example, “Sleek, compact design that fits easily in any home” answers common objections. Next, it uses testimonials from people who lost weight on the machine. Each customer talks about how it changed their lives, including the number of pounds lost.
One panel focuses on how it raises one’s metabolism. A bar graph displays the number of calories burned by the TreadClimber compared to its competitors. Then, another panel uses a quiz to help prospects realize that the machine is indeed right for them.
Bowflex also provides discounts, via two “coupons”, one for each model of the machine. Each shows the amount saved on the sale and on shipping. Finally, the company guarantees results in six weeks and offers a money-back guarantee.
Try to cover as many bases as you can to head off any hesitations customers may have in buying your product.