The Blaylock Wellness Report Landing Page Review

ARTICLE SNIPPET - While this Sales Letter is Worthy of a Journeyman Copywriter, There are Additional Tweaks in Design and Layout that Would Improve its Performance.

If the advent of the World Wide Web and the superabundance of information it puts within easy reach has done anything for me, it's made me a much better consumer of medical services and a greater participant in my own healthcare.

For most members of the wired world, the Internet has become our first stop for information about disease—both prevention and cure. Consider this: the word "cancer" was searched about 25,000 times a day at Yahoo! in March of 2006. And that's just one search engine.

With this demand for information about illness and health, it's not surprising that many physicians and traditional publishers have teamed up to begin online newsletters that address these issues. Many of these publications are highly specialized and focus on a single topic or ailment.

Others take a shotgun approach and attempt to address the public's infolust across a wide spectrum of disease prevention, physical ailments and medical remedies. The wider editorial focus that targets a greater number of potential subscribers at a relatively lower price point has a different revenue model from the smaller niche, higher price newsletter. And it creates a special problem for the newsletter marketer and copywriter.

That's because most people don't search for general health or illness prevention information. No, most people search for very ailment-specific information. If you discover that you have hypertension, for instance, you're much more likely to search high blood pressure cure than general health and wellness newsletter.

And you're more likely to respond to a sales letter that promises information about your specific ailment—in this case, high blood pressure—than to a sales letter that promises general health care advice.

That's the conundrum facing the publishers of The Blaylock Wellness Report. One sales letter landing page for that newsletter isn't nearly enough.

Now, whenever I see a URL with a number in the last part of the address, such as the one for this site—www.newsmax.com/blaylock/20.cfm—I always explore what other pages might be available if I simply change the number. You can get a great lesson in advertising copywriting this way. Have a look.

• The URL www.newsmax.com/blaylock/20.cfm is a general, all-purpose sales letter landing page for The Blaylock Wellness Report. It talks about measles, mumps, chicken pox and all the other common maladies, and evokes concern about "sleeper germs and hidden infections."
• The URL www.newsmax.com/blaylock/17.cfm addresses concerns about a grumbling stomach and the fear of lower gastrointestinal tract ailments and prescribes a subscription to The Blaylock Wellness Report.
• The URL www.newsmax.com/blaylock/14.cfm addresses obesity and recommends a diet of The Blaylock Wellness Report.

  The URL www.newsmax.com/blaylock/12.cfm recommends The Blaylock Wellness Report as a cure for diabetes.

Each of these is a well-crafted sales letter landing page targeted at a different subset, or niche, of health and illness-prevention information seekers.

Let's examine just one of this collection of sales letter landing pages used by the publishers of The Blaylock Wellness Report. The URL www.newsmax.com/blaylock/13a.cfm targets users concerned about hypertension. Let's see how it measures up on the Mequoda Sales Letter Landing Page Scorecard.

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