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Purpose

This mailer is essentially an advertisement for a 100% guarantee on the RevoLix, a surgical laser used to treat prostrate enlargement. HealthTronics wanted to present this guarantee as a challenge to doctors to prove that their different brands of lasers could beat the RevoLix. To make this interesting, we at JDAnthony used a fencing methaphor.

Audience

Initially, the staff of HealthTronics; upon their acceptance, the doctors and medical professionals HealthTronics would target.

Process

In creating this copy, I:

• Analyzed the creative brief to see what HealthTronics wanted and what JDAnthony’s designers had in mind.
• Researched fencing terms.
• Brainstormed what the various sections of the mailer should contain.
• Wrote a list of possible headlines—the best became headlines, the rest subheads.
• Wrote the mailer content.
• Worked with co-workers and HealthTronics staff to edit the document.