Force - Hall of fame: great selling ideas from 50 super successful direct mail letters and direct response ads

This book made available by the Internet Archive.

Confessions of A Junk-Mail Junkie

I used to be like you.

I once thought I hated junk mail. That is, until I started writing the stuff myself.

Today, it s called direct mail if you please a medium that s united millions of anxious consumers with quality products, created hundreds of thousands of jobs over the years, and given me, personally, a pretty nice living besides.

So when my friends Lori Appling and Katie Yeakle at the American Writers & Artists Institute asked me if I would help them sift through the landmark collection that follows, I jumped at the chance. Why?

Because these aren t just letters that put a few dollars in the pockets of copywriters. Most are career makers. More than a few of are company makers, having created jobs and fueled corporate revenues for five and ten years at a clip.

But perhaps most of all, because there are few better shortcuts to direct-mail mastery than reading what worked in the past.

I ve made notes in the margins to help you find the key techniques. You 11 be shocked by how many patterns repeat. You 11 be surprised, too, by simplicity. Most of these mega-profitable mailing campaigns had no fancy graphics... no funny headlines... and no clever twists.

Yet, they worked. Millions of dollars were made. In some cases, billions. As you read, you 11 begin to see why.

Notice how fast you get sold. That s the real mark of a winner. The classic from Admiral Byrd will have you aching to go to the North Pole. You 11 wonder why you don t get the Wall Street Journal. Or how we let bureaucrats spin our national debt spin so wildly out of control.

Read the letters that follow. Read them twice. If you re ambitious, pick out your favorites and write them out by hand. In exchange for a few hours of your time and a little writer s cramp, you 11 be surprised by how much you learn.

John Forde January 6, 2002

#23 Knowledge Products: Ideas That Rocked the World. 178

#24 WEKA Publishing, Inc: The Novell Companion 184

#25 Options Hotline: How's This for Stellar Profits 188

#26 Mind Travel: Journey Into the Fourth Dimension 200

#27 Admiral Byrd: Transpolar Expedition 216

#28 Omaha Steaks International: A Private Message 223

#29 Thompson Cigar Company: 15 Rivers to Cross 227

#30 Red Cooper: You're one of the First to Enjoy This! 229

#31 United States Historical Society: Iwo Jima Stained Glass Plate 233

#32 The Easton Press: Moby Dick for Only $4.95 237

#33 The National Arbor Day Foundation: Gift of Trees 241

#34 The Nature Conservancy: The Sandhill Crane 245

#35 The National Taxpayer Union: Inside Information 249

#36 Sherwin Cody School of English: Do You Make These Mistakes in English? 257

#37 Verbal Advantage: Fearless Conversation! 258

#38 U.S. School of Music: They Laughed When I Sat Down at the Piano 259

#39 Joe Karbo: The Lazy Man's Way to Riches 260

#40 Dale Carnegie: How to Win Friends and Influence People 261

#41 American Freecare Systems: How to Get Free Health Care 262

#42 Biohio Research: Greedy Dentists & Doctors Scream Bloody Murder 263

#43 Rolls-Royce: At 60 Miles per Hour the Loudest Noise is the Electric Clock 264

#44 Harry 8c David: Imagine Harry and Me 265

#45 Phillips: Medically-Proven Miracles 266

#46 Health Sciences Institute: 11 Medical Breakthroughs 274

#47 Strategic Investments: 716^ Plague of the Black Debt 296

#48 The Oxford Club: A Man's Right to Wealth 302

#49 Bob Bly: Physician's Desk Reference: Warning! 308

#50 Jay Abraham: Dutch Auction 313

The Wall Street Journal Letter #1

Overview

This classic is estimated to be directly responsible for producing $1 billion in revenues. It's a strong example of the "show, don't tell" rule. The writer paints a powerflil picture and makes a very strong promise.

American Writers & Artists Institute Direct Mail Hall of Fame

The Wall Street Journal Letter #1

Watch here, as the writer transforms features into benefits..

And fhcfc i pi after page iiuide The KMnal, Okd whh fcadmtmg and Mfnificant mfomMtion that^ uaeftil to jou. A diily cohunn on pcnonal

iBoocy maragemcat hdm you become a ioiancr aavc^ bcner invoaoc, ipcadei: THoc ttt wcckJy columm on laiaU buanraa. marietiac, reaJ caote, ediaotogjr, re|^onaI devctopmenta. If voa have newer read THc W&il Sncct (oumal, you cannot imagine how uaenii it can be to you.

Much of the informaiioa that appcMB in The kMmai appcaa nowhoc dac. The JournaJ it pnmcd in numraoui plama acaoaa the Umiad States, ao that you ger it eariy each buaineai day.

"^ ?%\CV Put our a t a a emcn ta to the proof b^ aotMcribiag fix the next 13 weeks fiar lUU S2I Thit tt the Aoncat Mbacnpaon term we oAcr-and i pcrfea way to get acquaiated with The Journal. Or you may pivCer to take advtnca^ of a (onger term aubaciiption fiar greater aaviagp: an annual nibaonpcion at S107 aaC8 you $30 olTThe Journal^ oowcr ptke. CXir bcsJaiy-two yean fix SlS-ia y euifuUSm

Smply fill out the endoaed airier caid Mid mail it in the poaaK-paid envelope provided. And hen^ The Journal^ guaiantcc: Should Tnc )oumaI not meaaure up to your eipc o a ti om, vou may caacel thk trial arrangemem at any point and aecciwe a icfiind for the u ndeli v cit d ponion of your

If you fed aa wc do that thia i* a feir and leaaonsblc ocopoutioo, then you wil warn to find out without dckiy if The Wdl Street loumal can do for you what it ia doing for miBion* of readcn. So p4eaae nail the endoaed otder card low, and wc wil tan icrving you immediately.

About thoae two oolege damnaces I atention at the beguuiing of tha letter: They were paduaaed from coBcgc together and together gcN tcarwd in the buaincia worid. So what made meir b!Si in buaineai diffatntf

Knowledge: Uaeful knowkdge And its appl i c a tion.

I cannot promiae you that sttoccas will be inslandy youn if you acart leading The Wall Street loumal. But I can piarantec that vou wUI find The )ouraal always intetcating. always idiable, and always uaefttl.

Sinociely youis.

IVter R. Kann EMCuttc Vice IVeadeni/

PIK:^

PJ. It\ U oportant to note that The Joumal^ a u ba ci iption price may be lu deaucQDK.

The "Icing" in the P.S., the writer tacks on something to sweeten the deal. Very common, very effective.

Page 2

American Writers & Artists Institute Direct Mail Hall of Fame

Newsweek Letter #2

Overv/ew

Nobody thought this letter would work. But it proved itself. In fact, it became an instant classic. You'll notice how the writer uses the "Secret of the Velvet Cord" powerfully. Also well done a sharp differentiation between possible over-promises and the very real benefits the product Newsweek magazine can provide.