Going ‘New School’: Harvard Medical School Leaves its Stuffy Reputation in the Dust
“I focus on the information and the message that this is information they won’t get anywhere else and absolutely need to know because maybe this supplement you’ve got in your medicine cabinet is going to turn your teeth purple or make you hair fall out. You ought to know this. If it’s the doctors at the Harvard Medical School telling you this, it makes it even better.
“Working on the Harvard product gives you a strong level of authority and trust that’s assumed rather than having to state the credentials. You just say the words Harvard Medical School and its authority is unquestioned. It makes the job much easier.”
The proof of the outer’s success is in the pudding. The 60 percent lift in response speaks for itself, but that’s not the only thing proving its worth. In today’s health culture, supplements are all over the place, with many people taking them on a regular basis, and highlighting supplements on the outer really touched a nerve with prospects. According to DeWitt, a number of people called to find out what the supplement is that they’re not supposed to take. That proved the copy caught their eyes and got them inside.
Once inside, the contents offer further information on the topics displayed on the outer. Scheck again used strong, informational copy to keep the prospects reading, but the really intriguing aspect lies in the reply form. Spouting out, “YOURS FREE! A sample issue of the HARVARD HEALTH LETTER and two FREE reports!” follows the prototypical direct mail model.
However, the reply form takes a left turn in the way it engages the prospect. Instead of simply sending a typical reply, Harvard offers its prospects the chance to say “yes,” “maybe” or “no” with stickers. A “yes” and “no” sticker system is nothing new. Many marketers do the same to help engage the prospect in the mailing. But the “maybe” sticker is very unique, and may address the guy who does not feel comfortable paying for a subscription at this time but would like to get more information. That way, he can get everything the newsletter offers new subscribers without an obligation to buy, DeWitt explains.