Bowflex’s Mail Promises a Better Way to Feel the Burn

Fitness and weight loss aren’t billion-dollar industries for nothing, as this direct mail brochure proves.

Fitness and weight loss aren’t billion-dollar industries for nothing, as this direct mail brochure proves.

Mailer Name: Bowflex
Date Mailed: January 2016

BowflexM_01“Do you wish you could lose weight, tone-up and slim down?” asks the teaser. Millions of people would likely answer “Yes!”, which is what this mail piece counts on. To drive interest in its TreadClimber machine, Bowflex employs a number of tactics.

First, it describes the features of two of its models as benefits to the customer. For example, “Sleek, compact design that fits easily in any home” answers common objections. Next, it uses testimonials from people who lost weight on the machine. Each customer talks about how it changed their lives, including the number of pounds lost.

BowflexM_02One panel focuses on how it raises one’s metabolism. A bar graph displays the number of calories burned by the TreadClimber compared to its competitors. Then, another panel uses a quiz to help prospects realize that the machine is indeed right for them.

Bowflex also provides discounts, via two “coupons”, one for each model of the machine. Each shows the amount saved on the sale and on shipping. Finally, the company guarantees results in six weeks and offers a money-back guarantee.

The Takeaway
Try to cover as many bases as you can to head off any hesitations customers may have in buying your product.

One thought on “Bowflex’s Mail Promises a Better Way to Feel the Burn”

  1. “Fitness and weight loss aren’t billion-dollar industries for nothing.” No it’s because very few people understand their body will become accustomed to any exercise in six weeks and they’ll stop seeing the results from their latest “silver bullet.” A transparent marketer should be educating their prospects on the need to “shock the body” and change what you’re doing as well as the fact that your metabolism slows, and your muscle mass decreases by 10% every ten years beginning at age 30. A combination of diet and exercise is necessary to “lose weight, tone up, and slim down.”

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