Direct Mail (Long Form)
The request was to promote a program designed to address a little known problem – financial illiteracy. The target is parents, primarily mothers. The strategy is to present the product as the solution to a frightening and inevitable future. To motivate the reader to buy, I decided upon a primary appeal to “security” with a secondary appeal to “pride.” Credible evidence, a substantial discount, a limited offer, and an appeal to “generosity” are used to comply with the call to action.
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