Tufts' Mail and the Power of Fear
There’s nothing like an intriguing teaser, like the one on this direct mail piece, to stop you in your tracks.
Mailer Name: Tufts University Health & Nutrition Letter
Date Mailed: October 2014-April 2016
According to the headline on the front of this subscription acquisition package, this newsletter reveals “What Not to Eat.” It plays off fear, one of the seven key copy drivers that drive action. It’s a tactic that works well in the health publishing and supplement niches. For example, a competitor, Nutrition Action Healthletter mailed a long-time control with a similar take. “10 Foods You Should Never Eat” read its teaser.
Here, below the headline, four photos and “fascinations” or mini-facts, make the reader question themselves. And, then, turn to the contents of the package for answers.
At first, the letter inside takes the same tack, questioning conventional wisdom and creating unease. But slowly, leveraging the powerful reputation and expertise of the Tufts name, it begins to offer an alternative view. To further entice the reader, a free issue and two reports are offered.
An insert provides breakdowns of both of the free reports. In keeping with the theme of much of the mail package, one side focuses on the negative. The “Nutrition Blacklist” uses bullet-pointed fascinations to tease its content.
The other side, however, calls attention to the second free report. The “Tufts Top 51 Superfoods,” it claims, can provide protection against a variety of conditions and diseases.
You can view the entire direct mail package to fully appreciate how the copywriting and design work together. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
When tapping into a negative emotion like fear or anger, provide an antidote or solution to balance it out.