The Anatomy of a direct-mail WINNER!
Larry Owen
Confessions of a veteran white-haired artistubject of the autopsy:
Digest-size bookalog; 48-pages, full-color
Client category: Vitamins and Health Supplements
Writer: Carline Anglade-Cole
Designer: Larry Owen
“The Shocking Truth About Chlorella”
I chose this direct-mail Bookalog to examine because:
a. It is a very recent 2008 package
b. Carline Anglade-Cole was the copywriter
c. Carline’s copy strategy is clever and unique
d. It posed interesting graphic design challenges
e. I think I was able to overcome these design challenges
f. It’s a WINNER!
The covers of this bookalog get attention. “The Shocking Truth About Chlorella” … reader, take WARNING! … Suggesting there’s something inherently WRONG with this popular health remedy — even though it outlines on the same cover the many health benefits of the supplement. Tricky.
The back cover even suggests this nutrient might be ILLEGAL! Ban it!?
