Mayo Clinic Health Letter Landing Page Review

ARTICLE SNIPPET - There are a number of consumer health newsletters being published today, mainly in two categories: “guru” or doctor-driven (e.g., The Atkins Letter, Dr. Andrew Weil) and institution-driven, such as the Mayo Clinic Health Letter, a newsletter published by the prestigious Mayo Clinic in Rochester, MN.

One of the challenges of selling paid-subscription consumer health newsletters is that there is already an abundance of health information available on the Web for free. That’s why virtually all successful health letters have either a guru or institution behind them: the subscribers trust the editor; and they rely on him to provide wise, expert counsel in health matters.

The other challenge is price sensitivity. Consumer health newsletters always have low price points, and believe me, all the publishers have arrived at these low price points through testing, not charity. Therefore, you are always at risk of encountering consumer price resistance when asking for the order, and should use copywriting techniques to minimize that resistance. In this sales letter landing page review, Robert W. Bly gives the Mayo Clinic an online check-up and determines that their landing page optimization efforts are only worth a C.

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