Dear Friend
Let’s finally get along and clinch our glasses.
Write a sales letter that stops people in their tracks. “Wow! I want that!”…
There are certain mandatory floor exercises that you should do.
1. Grab your reader’s throat.
Direct Response is interruptive type of advertising. Your prospect shouldn’t stop making love and affection to their spouse, neighbor, or favorite concubine… but pay close attention to you!
2. A one-to-1 relationship must be established with the qualified buyer.
(Woah, Soldier! (Woah, Soldier!)
3. Your Unique Selling Proposition must be presented to your prospect using familiar language.
(Right, mate! Why is your bloody bar about cuttlefish so much better than the one I already have?)
4. Present an offer to motivate people to act now.
(What! Derek Jeter will soon break Lou Gehrig’s record. You want me to shut off the TV ?
You need to get this done quickly, did you not?
Ideally, you should have 5-6 paragraphs. Paragraphs shouldn’t be longer than five lines and should contain between 10-12 words per line…in 12 point font. The font can be debated later.
The bad news is that this is it.
This is the good news. This brush has been honed by many talented copywriters, who have left you clear tracks to follow. All you have to do is let your guard down and follow the lead of others. Let’s look at the great letters in action and then I will show you how I do it.
Darlene, you can open the vault, honey. Grab the packet by Ken Sheck from the swipe. The one you know for THE ECONOMIST.
It’s here. This is a true gem.
Dear Colleague
A rather unique publication is delivered every Monday to a few individuals who are in positions of power or influence.
This discreetly (one almost feels tempted to say reluctantly), publicized newsweekly includes presidents of countries, banks and Fortune 500 companies, ranking executives in business, government, and industry, and notable thinkers (in science, law and military strategy).
It may come as no surprise to you that North American subscribers make an average of $144,800 annually. It may be surprising to learn that, despite its fame and wealth, only a small number of Americans know of its existence.
This letter invites you to be a part of the very select group of women and men who would not consider starting a business without The Economist’s unparalleled insight and reporting.
Let’s now see what Ken does to distinguish himself from other typists.
First let’s look at what Ken isn’t saying. Because he doesn’t want to mention what’s happening in the news, any information you could possibly have is likely to be outdated by the time the prospect sees it.
He instead cleverly turns left and focuses attention on the exclusivity and wealth of the pub…and the power and influence of its readers…and by extension, the club you will be joining when you too become a Subscriber.
Note also the tone that he set at the beginning:
A rather unique publication is delivered every Monday to a few individuals who are in positions of power or influence.
He might have spoken…
Walter Cronkite, Henry Kissinger, and Walter Cronkite read the mag every Monday.
He would have had less yardage, however. Capturing the tone of the product is the best way to attract qualified buyers. Ken’s client in this instance is The EconomistIt is not Newsweek. This requires that you have a bit more air in your nostrils.
Allow me to show you now how I shamelessly borrowed Ken in order to put together a package The Far Eastern Economic ReviewAnd kicked some serious, direct response butt.
Darlene! Where are you honey? Get up It is 9:00 am and you are already glowing like the Rockefeller Center’s Christmas tree. I want that box, which is right by my feet.
Two dozen intelligence agencies around the globe receive a high-ranking magazine every week.
The presidents of the prime ministers are eagerly anticipating it… as well as savvy global investors and corporate executives…from Sweden to Swaziland and Pyongyang, to Peoria.
With your permission we’d like to add you to this distinguished group. Introducing…
THE FAR EASTERN ECONOMIC REVIEW
Then, I took my own path — yet not speaking about any news stories…
Dear Executive
The Clearwater Bay Golf Club had a lovely summer day, and the game of golf between these two businessmen was friendly.
It suddenly became more tense.
“How could you borrow $400 million to build our new plant at such a high interest rate!”At the fourth hole, the CEO yelled.
“I’m sorry… sir…”He missed the putt, so the executive lost his voice. “I thought my information was reliable at the time– “
–The CEO cut him off. “Not good enough. The Review has been hinting for months that interest rates would fall!”
Why did the CEO suddenly resign?
What was the point of having another second? He knew the businessman who didn’t take advantage of this opportunity would be punished. “early warning”The Far Eastern Economic Review could miss potential opportunities or be at a distinct disadvantage when it comes to negotiating successful and profitable business relationships in Asia.
You get the picture? Darlene loves to remind me it’s okay to keep your mouth closed. Saying less is better when you are selling news publications.
Cheers!