Forbidden Cures
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CHAPTER TWO
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Forbidden Cures This is the follow-up package to my famous “Give Me 90 Days…” promotion that launched the Health & Healing newsletter for Phillips Publishing and the entire “alternative” health newsletter industry. This package and two others I created for Health & Healing went onto mail 100 million pieces and generated nearly 2 million subscribers in just 3 years! And what’s more, these promotions enabled Phillips Publishing to found a supplement division which generated hundreds of millions of dollars per year. I ripped the word “Forbidden” right out of a National Enquirer headline and came up with the now famous headline “Forbidden Cures.” (Which another marketer recently swiped directly and it’s again working like crazy 15 years later.) Rob Davis, probably the greatest direct mail graphic designer in the business, came up with this breakthrough design. The green leaves on the cover were so innovative at the time that they became mandatory elements on health promotions for years to come. And to this day they are a common design element. The subhead, “Remarkable Cures CENSORED By Knife-Happy Surgeons and Greedy Drug Companies” encapsulates the theme of this package – the medical establishment would rather make money off you than heal you. This theme has become the workhorse of the alternative health industry and you’ll still see it trotted out on every occasion. Human nature doesn’t change and that’s why the same themes can continue to work over and over again. Case in point, one subhead inside the letter asks, ‘Who Can You Trust?’ A theme Arthur Johnson used to fantastic effect for a recent blockbuster control for the very same newsletter.
©2008 The Total Package™
Steal These Secrets 2
www.MakepeaceTotalPackage.com
CHAPTER TWO
w
Forbidden Cures This is the follow-up package to my famous “Give Me 90 Days…” promotion that launched the Health & Healing newsletter for Phillips Publishing and the entire “alternative” health newsletter industry. This package and two others I created for Health & Healing went onto mail 100 million pieces and generated nearly 2 million subscribers in just 3 years! And what’s more, these promotions enabled Phillips Publishing to found a supplement division which generated hundreds of millions of dollars per year. I ripped the word “Forbidden” right out of a National Enquirer headline and came up with the now famous headline “Forbidden Cures.” (Which another marketer recently swiped directly and it’s again working like crazy 15 years later.) Rob Davis, probably the greatest direct mail graphic designer in the business, came up with this breakthrough design. The green leaves on the cover were so innovative at the time that they became mandatory elements on health promotions for years to come. And to this day they are a common design element. The subhead, “Remarkable Cures CENSORED By Knife-Happy Surgeons and Greedy Drug Companies” encapsulates the theme of this package – the medical establishment would rather make money off you than heal you. This theme has become the workhorse of the alternative health industry and you’ll still see it trotted out on every occasion. Human nature doesn’t change and that’s why the same themes can continue to work over and over again. Case in point, one subhead inside the letter asks, ‘Who Can You Trust?’ A theme Arthur Johnson used to fantastic effect for a recent blockbuster control for the very same newsletter.
©2008 The Total Package™
Steal These Secrets 2
www.MakepeaceTotalPackage.com
