Direct Mail from Lifeline Screening

swiped by Swipe-Worthy in May 2016 from lifelinescreening.com

Direct-to-consumer health screening company, Lifeline Screening, has actively used direct-mail to sell its health screenings for years. Like most screening...View More

Direct Mail from Lifeline Screening

Key Takeaways

  • There is nothing that commands more urgency than your health. Some of us may pay more attention to it than others, but at the core, we all have concerns about dying from a fatal illness. So, the opportunity to "double-check" & make sure we don't have any "undetected" health risks is an intriguing offer, especially if you haven't been to the doctor in a long-time or don't trust that you're tested enough. The idea of a "silent killer" is a scary one & Lifeline uses those feelings to push the sale & present their screenings as the solution.
  • If you have an existing customer base & offer a recurring product or service (especially maintenance-based), consider using Lifeline's strategy of notifying the customer of a certain time when they're "due" & showing the last time they purchased. This is especially effective for the "health" of anything (e.g. your car, your house, your body etc.) It coincides with powerful emotions around "not taking care of" your life.
  • Lifeline's deadline is different in that they specify the next time you'll get an invitation. However, it works because it's not for another 8 months & is combined with a savings offer. Knowing the length of time you'd have to wait could sometimes be better (or worse) than not specifying since people could think it's not going away.
  • Notice how Lifeline closes up the letter with an FAQ targeting unanswered questions & common concerns, followed by a brief section on why you should trust them. This is essential considering that the letter is short, mostly focuses on core fear emotions & the person may not know much about them.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

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18 Annotations
Annotations
May 18, 2016

An interesting close that ties in regular "dentist visits" in order to draw a comparison & make you see the screenings as being just as important.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Takeaway selling, showing they're not desperate for your business & overall, showing they are sincere.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"No advance symptoms" is underlined for a reason -- they're pushing the sale using the idea that this screening is the ONLY way to find out about certain risks. Otherwise, you wouldn't know.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Their price-justification is an an interesting one as it's based on the idea that they care about your health & want everyone to afford a screening.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"Urgency" is the primary selling tool used in this letter.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"Eleven years" is a long-time & a big attention grabber.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Anything "personalized" commands more value & attention.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Using the P.S. to continue focusing on urgency.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"You are due for" -- typical medical language we are used to hearing. It increases urgency.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

They present this is if there could be a "no" option so the "yes" looks more compelling.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

This creates urgency on multiple levels: it's for one day only & if you miss out, you may go on not knowing whether you have serious undetected health issues.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Great final question to help net additional customers.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

A big concern & obstacle - "will it be a time suck?"

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"Bridge the gap" -- great wording for being seen as a crucial service that isn't available elsewhere.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

This question is answered for the majority of their demographic to view themselves as qualified.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Probably the most powerful number & form of social proof -- they've helped 62,000 people identify "potentially serious" health risks that they may not have spotted otherwise.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

8 million people is an impressive amount of social proof. Notice how they use words like "community-based" & "committed" in an effort to build trust.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Building their credibility up via their association with other hospitals. They want to be seen as a trusted establishment like the hospitals.

Swipe-Worthy
Swipe-Worthy The Founder

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