A sales letter that promises empowerment. (SPECULATIVE) 

click to expand

The why

The Week can leverage the growing fear of “fake news” and need for assurance that we’re getting quality journalism, but in bitesize chunks to increase its subscriptions. A printed sales letter suits an audience that still prefers to read the news in print. At 3 pages long, you might be thinking, “hmmm, too wordy”. But longer copy here soothes more objections and provides a strong argument to try The Week to an audience that's willing to put in the reading time for something they value. 

The how

 

  • Tone is higher register but relatable. It’s respectful but addresses the target personally throughout. 

  • Hook: Uses storytelling tactics to entice and deliver the USP; finally all the facts in just one place.

  • Repetition: The call-to-action, including the special offer is prominent on each page.

  • Eliminating objections: subscription form is included to ease purchase and provides solutions to objections: "who wants to read last week's news?"

  • Ethos: testimonial from "worldy" figures such as Sir Ranulph Fiennes. 

  • Pathos/Emotion: “Try it if” terms appeal to the “Lizard brain” in us all; fear that without our subscription we won’t be able to easily consume top-quality journalism in a time of “fake news”. On another level, it appeals to a secondary emotion: pride. Copy leaves the reader to make up their own mind – “we say less so you can think more”.

  • Logos: Including the guarantee gives the target the final push; you've got nothing to lose by subscribing. 

  • From steady state to target emotion: Introduction garners curiosity about what the Week is, how it got started, and leads the target on a journey to feeling empowered if only they would subscribe. 

  • Promise: "within just one hour, it’ll bring you up to speed on what matters most."