If you live in a suburban area, you may have heard of Lawn Doctor before. They’re a franchise that sells seasonal lawn care treatments. This direct-mail piece...View More from them was sent to a New York home that used their service in the past. It’s pitching a $1451.30 long-term maintenance program that’s staged throughout the spring, summer & fall. The key to this offer is that they’re providing the first service free ($290.26 value) & a lawn tick control application (same value) for free. Of course, the free offer is what’s highlighted while the full-time commitment is stated more subtly. Because it carries a significant $1,451.30 price tag, the resistance to buy is going to be higher than a monthly or quarterly offer. Lawn Doctor offsets this by insisting the customer pay only after they receive their first “free” treatment. This lowers anxiety & makes for a softer sell even though the big payment is right around the corner. The insert towards the bottom is for an add-on service that uses a similar offer structure. Note how the free “lawn tick control application” offered in their original deal will set up the conversation for their “Yard Armour” program. It’s a solid upsell strategy & use of demonstration.