Easy Sell vs. Tough Sell: The Anatomy of Two Direct Mail Controls
When an envelope arrives in the mail, it could be personal correspondence from a friend or relative. Or it could be a piece of direct mail trying to sell you something. In either case, a letter is de rigueur — normal, customary, socially obligatory.
A mailing that keeps coming in month after month says two things to a marketer:
- It is a control mailing — having beaten back all contenders — and is generating revenue.
- A control is worth studying, because it may contain elements and ideas worth stealing.
I recently reviewed two control mailings from Harvard Women's Health Watch and Learning Strategies.
The letter from Harvard Women's Health Watch is textbook correct, whereas the letter from Learning Strategies breaks all the rules.
Harvard Women's Health Watch Letter Excerpt
"I owe my life to a doctor
I never even met!"
You're entitled to 2 FREE "visits" with this same doctor—
and her entire team — plus 2 FREE Gifts! Read on for details...
I'll never forget that Thursday as long as I live.
It was a beautiful fall morning and I was having breakfast with my friend Cindy.
We were halfway through our omelets when I told her the day before my husband had taken me to the ER because I was so exhausted, I was getting winded just running the vacuum.
I told her he was worried I was having a heart attack, but the hospital ran tests and I checked out okay. I laughed and joked that I needed a cleaning lady.
But instead of laughing with me, Cindy paid the check and took me right back to the hospital. And am I ever glad she did.
Because frankly, if anyone else had taken me, I'm not sure I'd be alive today.
Related story: Building a Mail Piece That's Meant to Last