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 & detection companies, Lifeline has little medical evidence or proof to support their promise so they use fear & urgency tactics to get the sale. When it comes to medical concerns, this is often all that's needed. The thought of having an undetected and potentially fatal disease is worrisome to say the least & Lifeline emphasizes that theme throughout the letter. To boost urgency even more, they focus heavily on there being a deadline (with a discount) and the idea that you're "due" since your last screening (the envelope even states "Final Screening Notification"). This came from a family member & they didn't recall getting a screening in 2004 so I'm not sure if the "last screening" date is even true, but it definitely made them do a double-take.
Direct Mail from Lifeline Screening Swiped in May 2016
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.
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!
Visit the archives of this swipe's source URL or view past screenshots of lifelinescreening.com below.