This was designed and sent to people responsible for Road and Paving repairs for local councils - they were largely unaware that a new law had just come out preventing lifting of paving slabs by hand.

A The Headline captures attention because it tells them something they probably didn't know - in the form of a threat.

I The 'body copy' or text tells them why they should be interested and how this product can help them comply with the Law

D The 'bullet points' make them feel more comfortable about buying the product since it is

Manufactured in Britain

Fully Guaranteed

BS Compliant

A The final paragraph says for more information ... low committment, high response. We're not trying to sell them a product at this stage, simply finding out who is aware of their Health and Safety responsibilities and willing to consider doing something about it