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 but preventable future. To motivate the prospect, I primarily appeal to security with secondary appeals to pride and generosity. Credible evidence, a substantial discount, and a limited offer persuade the prospect to complete the call to action.
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