SimpliSafe’s Mail Taps Into a Different Kind of Fear
This direct mail piece proves that a powerful emotion like fear can motivate action.
Mailer Name: SimpliSafe
Date Mailed: April 2016
The 6”x9” outer used in this direct mail package boasts two strong sides. One shows a happy family outside their house. Instead of sales copy, it includes simply a quote from a review by CNET, a respected authority.
The address side of the envelope, though, leads with a more traditional approach to home security. “Homes without an alarm system are 50% more likely to be targeted by burglars,” it reads. The subhead is more worrying: “But criminals aren’t the only ones with their hands in your pockets.”
Who else? The prospect needs to go inside to find out. The Johnson Box in the letter has the answer: “Don’t get robbed by your home security company.” The letter focuses more on the company’s advantages versus its competition, instead of leveraging fear of criminals. Benefit copy centers on price, convenience, and simplicity. And, a peel-off card makes following a call to action easier. The reverse side includes both testimonials supporting SimpliSafe and complaints about its competitors.
In an industry or niche with a nearly even playing field, focus on benefits that lift you above your competition.