Creative Direct Marketing Group shows Health Alert how to increase advertising response more than 115% and boost average unit of sale 11%!

The Marketing Challenge:

Dr. Bruce West, founder and owner of Health Alert, is the last independent alternative health newsletter publisher who pays for his own marketing. The challenge was to produce much greater than average response to keep up with giant publishers, to stay viable, and to grow.

Response rates for all newsletter publishers are down because of intense competition. Dr. West’s promotions were producing mediocre results. He wanted to increase his response at least 25% and position Health Alert entirely differently than his competitors.

The Creative Solution:

Creative Direct Marketing Group determined the solution was to create a tabloid sized magalog, entirely different than all competitors’ mailings. The agency and the client believed this mailing piece would stand out in the mail and be read more completely than "traditional" type mailings.

The magalog was organized by diseases and cures for each disease, with the principal article running from the beginning of the magalog to the offer at the end. A new name, "Natural Healing Library," was created for bonuses. Powerful testimonials were used.

The Results: The response rate increased more than 115% on the highest producing mailing lists, and the average unit of sale increased 11%. Results were far higher than the industry average.