Six of the Greatest Direct Sales Emails Ever Written

Six of the greatest Direct Sales Emails Ever Written

How To Go From Zero To 50,000 Subscribers With Email Marketing SIX OF THE GREATESTDIRECT MAIL SALES LETrERSEVER WRITTERN

I reprint here six of the greatest sales letters ever written.

They are great not because of their eloquence. They are great not because I think they are great. They are great for one reason and one reason alone. They are great because these letters, combined, have generated billions of dollars in sales.

These letters are successful because these letterwriters understand exactly what people want and specifically what their readers are looking for.

Sales letterwriting is a specialized genre, involving the science of persuasion.And it is a science, with establishedlaws and rules, that can be learned by anyone who is willing to take the time and expend the effort.

The easiest, fastest way to learn askill is to study the best.

These lettersfollow a proven set of rules that all sales lettersmust follow to be successful. If you study these lettersa nd learn these rules, your sales letterswill impro ve dramatically. These letters (some of them writtena half century ago} will also demonstratewhy the well-executed letteris still,by far, the mostpowerful s ales tool. Read these lettersagain and again. Here they are.••

WALL STREET JOURNAL The DailyDi ary ofthe American Dream 22 CortlandtS treet/NewYork , New York10007

Dear Reader:

On a beautifullate spring afternoon, twenty-five yearsago, two young men graduated fromthe same college. Theywere very m uch alike,the se two young men.

Bothh ad beenbetter than average students, bothwere personable and both-- as young college graduatesa re -- were filledwith ambitiousdreams fo r the future.

Theywere stillvery much alike.

Bothwere happily married. Both had threechildren. And both, it turned out, had gone towork forthe sameMidwestern manufacturing company aftergraduation, and were still there.

But therewas a difference. One of the men was manager of a small department of thatcompany. The otherwas its president.

WhatMade TheDifference

Have you ever wondered, as I have, what makesthis kind of differencein people'slives? It isn't alwaysa nativeintelligence or talent or dedication.It isn't thatone person wantssuccess and theother doesn't.

Thedifference lies in what each personknows and howhe or she makesuse ofthat knowledge.

And that is why I am writingto you and to people like youabout TheWall StreetJournal. For thatis the whole purposeof TheJournal: To giveits readersknowledge - knowledge that theycan use in business.

A PublicationUnlike Any Other

You see,The Wall Street Journali s a unique publication. It's thecounby's on ly national business daily. Each businessday , it is put togetherby the world's largeststaff for b usiness-news experts.

Each businessd ay, The Journal'spages include a broad range of informationof interest and significance to business-minded people,no matterwhere it comesfr om. Not just stocksand finance, but anything and everything in the whole, fast-movingwor ld of business .•. The Wall StreetJo urnal givesyo u all the business news you need - when you need it.

KnowledgeIs Powe r

Right now, I am reading page one of The Journal. It combines all the important news ofthe day with in-depth feature reporting. Everyphase of business news is covered, from articles on inflation,wholesale prices, carprices, tax incentivesfo r industries to majordevelopments in Washington, and elsewhere.

And therei s page after page inside The Journalfilled w ithfasc inatingand significant information that's usefult o you. A daily column on personal moneymanagement helps you becomea smarter saver, better investor,w iser spender. Thereare we ekly columns on small business,marketing, real estate, technology, regional developments. If you have neverr ead TheWall Street Journal, you cannoti maginehow usefulit can be to you.

Much of the information thatap pearsin TheJo urnal appears nowhere else. TheJournal is printed in numerous plants across theUn ited States, so thatyou getit early each businessda y.

Put our statements tothe proofby subscribing for thenext 13 weeks forjust $28. Thisis the shortest subscriptionterm we offer- and a perfectway to get acquaintedwith The Journal.

Or youmay preferto take advantageof a longer-termsubscription for greater savings:an annual subscriptionat $107 savesyou $20 offThe Journal's cover price. Our bestbuy- two yearsfor $185 - saves you a full $69!

Simply fillout the endorsedorder cardand mailit inthe postage-paid envelope provided. And here's TheJournal guarantee: ShouldThe Journal not measure up toyour expectations,you may cancel thisbial arrangementat any point and receivea refundfor the undelivered portionof your subscription.

If you feel as we do thatthis is a fair and reasonableproposition, then you will want to findout without delay if TheWall StreetJournal cando foryou what it is doing formillions of readers. So please mail the enclosed ordercard now, and we will startserving you immediately.

Aboutthose two college classmates, I mentionat the beginning of this letter.They graduated from college togetherand togethergot startedin thebusiness world.So what made theirlives in business different?

Anlnvesbnent In Success

I cannot promise you that success will be instantlyyours if you startreading The Wall StreetJournal. ButI can guarantee thatyou will findThe Journalalways interesting,always reliable, and alwaysuseful.

SincerelyYours,

Peter R. Kann ExecutiveVice President/ Associate Publisher

PRK:vb Enc:

P.S. It's importantto notethat The Journal's subscription pricemay be tax-deductible.

You've probably received many versions of this in your mailbox over the years.

The lettermakes itspoint by startingwith a brief, but compelling story about the fortunesof two young men who have similar educations and backgrounds. lnteresti ngly, the letterdoes not claim that the more successfulyoung man was a reader of the Journal.

But the storyis an attention-getter.

A brief, compelling storythat illustratesyour point is one of the mostpowerful sales techniques because you are telling by showing. Aesop's fablesare farmore powerfulthan simply telling a child the rules of morality.

Jesus taught by using parables. He knew that a storywould have farmore impact on His audience than simply telling us how to actand how to think.

In fact,almost the entire Bible is stories. Yes, we're also given the Ten Commandments, the Sermon on the Mount and Paul's Epistles-in case we missed the point of the stories. But more than 90 percent of the Bible is stories. Most of us can't recite all Ten Commandments. But we all remember the stories.

The Bible is the bestselling book of all time. So storiesclearly work.

Can you think of ways to use brief, but compelling, storiesto strengthen your sales letters and presentations?

Notice, also, that This Wall StreetJ ournall etterincludes a strong offer and a guarantee-mandatoryfeatures of everysu ccessful sales letter. Study the "twoyoung men" lettercar efully. Your sales lettersw ill imp rove significantly and immediately.

Now examine closely each and everysentence of this amazing letterN ewsweek used for decades to build its circulation. In each case, ask yourself,w hat is the purpose of this sentence? Why did the writer choose this word? Because every sentence and everyword in this letterhas a definite purpose. This is a truly brilliantly constructed sales letter.

Dear Reader:

If the list upon which I found your name is any indication, this is not the first -- nor will it be the last-- subscriptionletter you receive.

Quite frankly.your educationand income set you apart fromthe general population and make you a highlyrated prospectfor everything from magazines to mutualfunds.

You've undoubtedly"heard everything"by now in theway ofpromises and premiums. I won't tryto top any ofthem.

Nor will Iinsultyour intelligence.

Ifyou subscnoeto Newsweek,you won't getrich quick. You won't bowlover friendsand business associates withclever remarks and sage commentsafter your first copy of Newsweek arrives. (Your conversationwill benefit from a betterunderstanding of theevents and forcesof our era. but that'sall. Wit and wisdomare giftsno magazinecan bestow.) And shouldyou attainfurther professional or business successduring the term of yoursubscription, you'll have yourown nativeability and goodluck to thankfor it -- not Newsweek.

What.then. can Newsweek do foryou?

Theanswer depends upon what typeof personyou happento be.

If you are not curiousabout what'sgoing on outside yourown immediate dailyrange of concern... if you are quicklybored when the topic ofoonversation shifts from your house, your car,your ambitions ... ifyou couldn'tcare less aboutwhat's happeningin Washington or WallStreet, in Londonor Moscow... then forgetNewsweek. It can't do a thingfor you.

If. on theother band. you are thekind of individualwho would like to keepup withnational and internationalaffairs. space and nuclearscience, the arts-- but cannotspend hours at it ... ifyou're genuinely interestedin what's goingon withother membersof thehuman race... if you reoognizethe big stake you havein decisionsmade in Washingtonand Wall Street.in Londonand in Mosoow...

thenNewsweek may well be the smartestsmall investment you could make forthe weeks ahead.

For just1 1 cents a week.as a Newsweeksubscriber, your interest in nationala nd international affairs willb e servedby over 200 top-notch reportersher e and aroundthe world. Ea ch week.you'll rea d themos t significantfa cts taken fromth eir dailyd ispatchesb y Newsweek'seditors.

In theeventful political arena,in weeks to come, you'llread about...

JOHNSON - How will governmentspending for the Great Societyprograms affect the nation'seoonomy?

FOREIGN POUCY - Whatsettlement is possiblein Viemam? Whatrole forthe Buddhists, the army,the Viet Cong?

THE ISSUF.S - Ourstance toward Red China. Domestic crises incivil rights,in education, thewar on poverty!What solutions are best?

You'll stayabreast of eventson theworld sceneas the Kremlin bossescope with unrest in thesatellite nationsand withPeking's bid to dominateRed affairs... asWestern Europe developsnew economic ties and increasinglycompetes in worldmarkets ... and aschaos and unrestseethe up in Africaand Southeast Asia.

You'll alsokeep on top oflatest developmentsin the exciting fieldsof spaceand nuclearscience. Whetherthe storydescribes a manned spaceprobe ofthe Moon or theopening of a newchapter in peacefuluses of atomic fission,you'll learnthe keyfacts -- in plainEnglish - fromNewsweek's regular departmentof Science and Space.

Thefascinating world ofart will be reviewedand previewedfor you inNewsweek. Whetheryou're interested in books or ballet, paintingor plays, movies or music -- or all of them -you will findit covered fullyand fairly in Newsweek.

Subscnbenow and you'll read about

Internationalfilm awards ... controversialart shows atNewYork'sMuseum ofModemArt or thegreat galleries of Europe ... triumphantconcert tours byfamed virtuosos ... glitteringfirst nights on andoff Broadway ... plusrevealing int erviewswith colorful personalities- authors,prima donnas, actors, musicians.

ANDy ou'llb e briefed on happenings int he worlds of businessand finance(What's ahe ad now for steel output,auto sales? How willthe market react?) ... Education and Religion{More "machine"te aching? Closer interfaithc ooperation?)... Scienceand M edicine (Newbreakthr oughs in cancerand arthritis research?) ... Sportsand 'IV-Radio(Ne w higherst andards,les s violence inboth?)

27 WEEKS OF NEWSWEEKFOR ONLY $2.97'K

That'sjust 11 centsa week -- a littlemore thana penny-and-a-halfa day!

And !!Iit with thisguarantee: if, after examining severalissues inyour own home, you do not agreethat Newsweeksatisfies your news interests,you'll receive a promptrefund on unmailedcopies.

Anorder formis enclosed, along with a postage-paidreturn envelope.

Do initialand returnthe orderform today.We'll bill you later ifyou wish.

Sincerely,

S. ArthurDembner CirculationDirector

rm almost certain(though not 100%) that this letterwas writtenby the great copywriter Ed McLean,who wrote many of Newsweek's sales letters. For decades, this letterpowered the explosive growthof Newsweek's circulation, making Newsweek a serious competitor to Time.

Here are four elements that make this lettergreat: II Straight Forward Honesty

The letterbegins by telling the reader what Newsweek is not, and what Newsweek won't do for the reader.

This is the classic "start-with-a-damaging-admission" strategy.T his builds credibility for the rest of the letter. Newsweekwon't make you rich, won't help you advance your career, and won't impress your friends.

The letterthen goes into all the interesting topics and issues covered by the magazine. But the letter would not have been nearly as strongi f it had startedwith this catalogue of what you'll find in the magazine. Startingwith a damaging admission not only builds credibility for the rest of the letterin the mind of the reader, it's also justm ore interestingto read about weaknesses than strengths.

In addition, startinga letter by listing weaknesses is one of the best ways to instantly communicate your U.S.P.-your Unique Selling Proposition.

II Casual, conversational, engaging style

This letter sounds a lot like someone having a casual conversation with the reader. It's breezy, filled with interesting detailsand provocative questions. There's nothing pedantic in this letter. A fourthg rader coulde asily read and understand it.

II Understated formatting

This lettercontains none of the screaming headlines that we see in most direct mail solicitations. This helps reinforce the letter's credibility. It just doesn't look like all the other junk mail we receive. It looks like a real letter,even though it's not personalized(t o save on cost).

But the writer does use a number of understatedformatting tricks to catch the reader's eye. You'll see some ellipses as well as some unusual indents.Some paragraphs are indented;wh ile othersa re not. Indeed, some of the formattinga lmost looks like it was a mistake, which is eye-catching in itself-but you can be certain it was all intentional, aimed at catching the reader's eye and making the letter easily scannable.

D Strongo ffer

For a penny-and-a-half a day, you can try Newsweek. And if you don't like the magazine, you can receive a full refund for any unmailed copies.

Nothing very unusual here. This is the type of offeryou'll see in many successful direct mail sales letters. But the casual way in which the letterco mmunicates the offer and the guarantee also helps establishc redibility. The letter uses no intelligence-insulting "hype" words such as 1 "greatest ' or "best ever" that you see in so many sales pitches. Just the facts. Here's the offer-"takeit or leave it,, is the impressionthe letter leaves with the reader. We'd love to have you as a subscriber, but we're not desperateeithe r. And we're certainly not going to sell you hardby overstating what we are. What I'm describing is exactly what you'll get.

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com Wouldntt it be great if every advertiser took this approach? We might then actually pay attentionto the ads. Every sales letterand advertising copywriter would do well simply by imitating the approach of this letter.

Here•s another terrificletter, this one from Popular Mechanics-the language and tone calibrated perfectlyfor the rugged, roll-up-your sleeves, jack-of-all-trades,handy-man-type fellow this letteris trying to reach.

Popular Mechanics

250West 55thStreet, New York, N.Y.10019

If you want to live better...

Don'tmind bardwork ...

Liketo payyour own way ...

Letme ship you VOL I of the exciting POPULARMECHANICS DO-IT-YOURSELFENCYCLOPEDIA.

AndI wantyou to� it. FREE!

GoodFriend )

) This invitationisn t furdeadbeats ) rip-offartists or "gentlemen"who hate toget theirhands dirty.

It's furthe rest of us.

It's furthe a verage guy who works hard fura living{ and wants tolive b etter). Who knowsthe value of a buck{about 50 cents theseda ys.) Whois willing to tradea few drops of sweatfur the chanceto save big bucks.

It's furguys who aren)t afraid to get down under the sinkwith a pipe wrench. Guys who don)t mind stickingtheir b andsi n the toilettank to adjusta ballcock (bec ause they know it>s goingto save a $16 plumber'sbill).

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com Ourcountry was built on the sweat and hard work of do-it yourselfguys. And fromPOPULAR MECHANICS,the #1 do-it-yourself magazine,we'd just liketo say TIIANKYOU.

Our big, illustrated POPULARMECHANICS DO-IT-YOURSELF ENCYCLOPEDIAwas written with "shirtsleeves"guys in mind. Guys likeyou.

Soplease -- let me ship you Volume I FREE. (NQ_strings attached. No purchasenecessary.)

It's BIG -- 168 oversizedpages crammedwith up-to-datemoney-saving plans, photos,diagrams and articles about how-to-do-justabout EVERYTHING!

From fixingyour car'salternator to improvingyour gas mileageby 30 percent!

From drillingan angled hole accurately, to resurfacingyour asphaltdriveway or fixinga smallappliance.

It's PRACTICAL-- oversizedpages lay downflat so you have themright thereon your shop table or car fenderto referto. Sturdyhard-covers laugh at dirt!

Typeis LARGE so it's easy-to-read.

Eacharticle is generouslyillustrated - Volume I alonebas more then600 step-by-stepdrawings, photos anddiagrams.

SPEAKINGOF SAVING,HAVE YOU SEENTO A BODYSHOP LATELY?Hit was within thepast 12 months, you lmowthe cost of autobody repairs haszoomed out of sight!

Sowe got themanger of a big bodyshop nearour officeto sharehis tradesecrets withus. The results? An articleillustrated with how-to-do-it photos thatshows you how to get ridof scratches, dents, rust and rotten spotsyourself -- makeyour fenderlook like new!

Allthis, and much more, is in Volume I of thePOPULAR :MECHANICS DO-IT-YOURSELF ENCYCLOPEDIA.

But remember-- you don't pay a centfor it. Now or ever. And there's no obligation-- NO PURCHASES NECESSARY!

"Well,come on,,. you're probablysaying, "There's gotta be a catch."

Sure,I'd like to sell you thewhole POPULAR MECHANICS DO-IT-YOURSELF ENCYCLOPEDIA.

But I knowfrom experience that I can't"sell" someone like you.You've got to prove for yourself it's worthwhile.So acceptour FREE book andexamine Volume I, then make up yourown mind.

VOLUME I IS YOUR FREE SAMPLE.AND I WANTYOU TO USE ITFORAIL ITS WORTH.

Gotkids? Tum to page 50 forcomplete plans and instructionsfor making your own hockeytabletop game.(You'll have a ballwith it too.)It wouldcost you plentyin astore. But you canmake it witha few dollarsworth oflumber, particleboard, and an old rangeexhaust fan.

Want a greenhouse?On pages30-32 you'llfind plans foran elegant addition- anadd-on Greenhouse.

How about valuable antiques?Why not buildyour own authenticreproduction pine and maple bench... fora fractionof whatan originalwould cost. Completeplans and instructions starton Page 30.

Tumto page 178 to see how easy it is to do allyour own routineauto serviceand maintenance.(H you're spending $200 a yearto havea pro do i4 you couldsave $150!)

Coolyour house inthe summer (and cut yourair conditioningelectric bills) by installing an atticfan. The articlestarting on page 156 shows youhow.

I could goon and on. But why should I? Volume I of POPULARMECHANICS DO-IT-YOURSELF ENCYCLOPEDIAis yours forthe asking.

You don't evenpay to send forit. Postage paid ReplyCard enclosed.

Sowhat are you waitingfor? Say YF.S today!

Whenyour "Freesample" arrives,keep it. And useit. And see foryourself why POPULARMECHANICS is usuallyconsidered the world's leadingsource of "do-it-yourself"information.

NOWLISTEN TO THIS.

If Volume I isn't everythingI've promis�justdrop us a note saying "No more!" That willbe theend of it (of course,you keep Volume I).

But if you are pleased as I expect,just sit backand enjoyyour Free Volume. Then,eight weeks later, you'll reeeiveVolume II of the POPULAR.MECHANICS DO-IT-YOURSELFENCYCLOPEDIA -• Just as bi& beautiful, huskyand crammed with plansand informationas the firstone. For example:

HOW TO TF.ST& RECHARGE MOST BATTERIES ... BUil.DYOUR OWN BARBECUEBAR ...

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com FINISHYOUR BASEMENT IJKEA PRO ... PUT IN ASTAIRWEU. ... INSTAllA HALF-BATIIANYWHERE. PLUS EVERYTHINGYOU OUGIITTO KNOWABOUT HANDSAWS... HOW TO REMOVEA BEARINGWAll ... ALLABOUT BELT SANDERS••• CHOOSINGTHE RIGHTBIKE •.• ANDMUCH. MUCHMORE!

That>s just a sample of VolumeII. But remember - YOU HAVENTYET SPENTOR RISKEDA PENNY:

BecauseVolume II is yoursto examineand use freelyfor 14 days:Then, if you arenot completely"sold" on the POPULAR.MECHANICS DO-IT-YOURSELFENCYCLOPED� just returnit beforethe Free-ExaminationPeriod is over. andowe nothing.

Bynow. however.if you're thekind of guy I thinkyou are, you should be itchingto get your hands on the remaining 18 volumes of the POPULAR.MECHANICS DO-IT-YOURSELFENCYCLOPEDIA. If so,when VolumeII arrives, simply remitthe low subscriberprice of only$5.95 plus a smallcharge for shipping & handling and any applicable salestax.

Then,the remaining volumes will be sent to you over a five-monthperiod -- each.shipment strictly "on approval." Pay foreach. volume (one paymenta month)at the low subscriber priceof only $5.95 - or returnit withinthe 14-day Free-ExaminationPeriod and owe nothing.

BUYAS FEW ORAS MANYVOLUMESAS YOUWISH. CANCELANY TIME!

Remember -- Volume I of the POPULAR.MECHANICSDO-IT-YOURSELF ENCYCLOPEDIA is your

"FreeSample" -- yours tokeep even if you decidenot to buyanything.

But to getit, you haveto signand mail the enclosed ReplyCard. Do it today.

Cordially.

J. Michael Walters For POPULAR.MECHANICS

P.S. If youtake pride in workwell done, wantto giveyour family the betterthi ngs inlife .•. thenyou need POPULARMECHANICS how-to-do-it information on AIRCONDmONERS ... BARBECUES•.• BOATS .•• BIRDHOUSES... BOOKCASES.•. BURGLARALARMS .•. CAULKING... CAMERAS... CONCRETE... CLOCKS... DOORS.•. DRIU.PRF.SSES ... ENGINES... FAUCETS.•. FENCES ... GUNS ••. GETTINGIN SHAPE ... HEATERS•.• INSULATION... KITCHENS ... KITS••. LANDSCAPING.•• METALWORKING ... OUTBOARDS... PAINTING.•• PLUMBING... PLYWOOD ... REMODELING.•• ROOFS•.• RAINGUTTERS .•• SEPTICTANKS ... SEWINGCENTERS ••. SKIN DIVING... SOLAR ENERGY... SWIMMING POOLS ... TILE ••. TOOLS... TOYS ... TRAILERS... TREES... UPHOLSTERY.•• VACATIONHOMES •.• VACUUMS.•• WINDOWS... WOODWORKING. Theseare just a fewof thesubjects covered in the 20-volume POPULAR MECHANICS

DO-IT-YOURSELFENCYCLOPEDIA. And Volume I is yoursto keep -- but onlyif you mailthe ReplyCard NOW!

WhenPopular Mechanics says free.it reallymeans free. Unlike some of thosebook andrecord clubdeals that promise something special at the beginning,and then commit you to expensive purchaseslater on in the fineprint, this free offer does not obligateyou in anyway.This is not a bookclub. You'll receive your free book with no obligation-- ever-- toaccept anything else. �------

This might be my favorite letterof the six I'm reprinting foryou here. It's anti-establishment, has a slightly angry, us-against-the-world tone. And is clearly writtenfo r guys who like to fix and build things themselves, guys who get a giddy, tingly feeling when they have a hammer or power saw in their hand.

If you understand your reader, you are 90 percent of the way to writing an effective sales letter. I can't imagine many women answering this letter,except maybe on behalf of her husband if he's the roll-up-his-sleeves and get-his-hands-dirty handyman type.

This is actuallymore of a lead-generationletter. Popular Mechanics is willing to invest a significant sum of money to find itsbuyers-giving away an expensively-produced free book and backing-up the offerwith an attention-getting guarantee. If you are a do-it-yourself-guy, I can't imagine turning down this impressive offer.

Clearly, Popular Mechanics is convinced of the value of this product, as it's counting on the strength of the free sample to sell the rest of the encyclopedia set and to createloyal customers for itsmagazine and vast array of do-it-yourself books and manuals. Popular Mechanicsknows the averagelong-term value of a customer, and thereforehow much it can affordto invest to acquire a new customer.

Note also the double use of the "Johnson Box"-at the start. and then again at the close of the letter-which summarizes the offerand restatesthe impressive guarantee.

DearMr. Masterson:

Quitefrankly, the American Express Card isnot foreveryone. And not everyonewho applies forCard membership is approved.

However,because we believeyou will benefitfrom Card Membership. rve enclosed a specialinvitation foryou to applyfor the mosthonored andprestigious financial instrument available to peoplewho travel. vacation.and entertain.

TheAmerican Express Card isthe perfectexample of theold adage. "Youget what you pay for.,.

For exampl�you get a trulyimpressive array of extraprivileges. all designed for your convenience and security:

• A Worldwide Networkof Travel ServiceOffices* is at yourService. Enjoy personal attentionat anyof thenearby 1,000 .AmericanExpress Offices -- Your"homes away from home,. -- aroundthe globe.

• Cash yourPersonal Checkat Thousandsof Locations. Cash up to $250 at participatinghotels and motels, and up to$1,000 at most.American ExpressTravel Services Offices all over the world. {Subject to cashavailability and local regulations.)

• Card Lostor Stolen? You11Get Quicka Replacement. Ifthe Card is lost or stolen,an emergency replacement will provided be at anyTravel ServiceOffice in the world, usually by theend of thenext businessday.

• ObtainEmergency Funds Instantly. Once you•ve enrolled in thisconvenient service, our networkof automated TravelersCheque Dispensers lets you obtain up to $500 ••• in6o seconds or less!

• Carry$100.000 of Travel AccidentInsurance. Just charge your tickets to theCard, and you,your spouse or dependent childrenunder the age of 23 areautomatically coveredwhen travelingby common carrier on land,sea, or in the air. It's underwrittenby Firernan:sFund Insurance Companies, San Rafael,California, for approximately 35 cents of theannual Card Membership fee.

• YourHotel Reservationsare Assured. As an American Express Card Member, if you request, yourhotel room willbe held foryou untilcheckout the following day at nearly 8,000 participatinghotels.

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com • EnjoySpecial Express Hotel Service.Speedy check-inand checkout is availableto Card Membersat morethan 1,000 hotels,including Hilton, Hya� Marriott,Sheraton, and more.

Extraslike these ooly beginto tell thestory of AmericanExpress Card security, emergency protection, andconvenience. You'll also enjoy:

• UnequalledMobility. The Card is welcomedby the world's major airlines,car rental agencies, railroads,and cruise lines. Plus it paysfor auto parts and servicingat thousands of locationsnationwide.

• A WorldwideWelcome. Fine restaurants,hotel resorts,and a host of otherestablishments around this world, and rightin your hometown,recognize the Cardand welcomeyour patronage.

• PurchasingPower. No needto carry largeamounts of cash. TheCard takes care of shopping needs, whether you're choosing a wardrobe, buying theatertickets, sending flowers,or hostinga dinner(even if you can't bethere!)

• FinancialFreedom. Unlike bankcards, the American ExpressCard imposesno pre-set spendinglimit. Purchases are apprvovedbased onyour abilityto pay asdemonstrated by your past spending,payment patterns,and personalresources. So you are free tomake your owndecisions about when and whereto use the Card.

In a fewwords, American Express Card Membership is the mosteffective letter of introductionto the world of travel, entertainment,and the good lifeyet devised. Yet surprisingly, these benefits are all yours to enjoyfor the modest fee of just $35 a year.

Whynot apply forCard Membership today? Allyou have to do isfill out andmail the enclosed application.As soon as it isapproved, we'll send alongthe Car�without delay.

Sincerely,

DianeSbalb Vice President

P.S. Apply today,and enjoy all thebenefits of CardMembership. Those listed hereare just a handfulof what's available. A fulllisting is includedin theGuide to Card Member Servicesyou'll receivealong withthe Card.

This is the offerthat built American Express. You1ve probably received one {or many) of these letters. The letterrel ies on one of the mostpowerf ul human desires-the desire for status. People want to be membersof an exclusive club. Possession of the card tells those who see

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com it that you've made it in life, that you're successful, that you are good enough to be in this exclusiveclub. This card shows the world that you are a cut above most. At least, that's what American Express wants us to believe.

Plus, American Express delivers a menu of attractivebenefits and conveniences, mostly aimed at appealing to the desire many have to be pampered. "Privileges" is the word the letter uses. In addition, the lettertaps into our fearsand anxieties by promising to be there for us in times of emergency.

Notice also that this letteris personalized-essential if your offerrelies on an argument built around the honor of receiving such an invitation. This letter is a superb example of how a short letter can pack a powerful punch. In this case, gilding the lily with a long letter would undermine the prestige of the invitation.

The tone of the letteris arrogant and elitist. "We don't need to sell you;' the letterimplies. "You should feel honored by this invitation.,, This letteris really more of an announcement than an invitation. The tonesuggests there's no possibilitythat any right-thinking person would refuse to join if invited. In fact,this letteris really just an invitation to apply for membership. We're supposed to feelhonored to be invited justto apply. This is an offerbuilt on snob appeal and the desire for status.

Think about how you might make an offeralong these lines to your very best clients and customers-your VIP list? Everyone wants to be treated like a VIP.

Prevention Emmaus, PA18099

DearReader:

My Grandmotherlived with us whenI wasgrowing up.

She used to give me chamomiletea when my stomach wasu pset. She insistedthat the familyu se vinegar to rinse hair and made a cucumbercleanser fo r my face. As I grew older, I decided Grandmotherw as hopelesslyo ut ofd ate.

Then a fewyears ago , I beganre memberingh ow it waswh en I livedwi th her. How shinyand healthy o ur hairhad alwaysbeen. How beautifulmy s kinr emained throughoutad olescence.How full of energyand vitalityall of uswere without oursoft drinks,can diesand snack foods (she wouldn'tallow them in the house- - "emptyfood.st s he'd snort •.. and handme a box ofraisins or driedapri cots).

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com I wasreminded of grandmotherwhen I noticedhow often thegovernment removed a chemicalfrom the marketafter evecyone had been eating it foryears. I beganwondering whether the products I was using today would beforbidden tomorrow.

And thatstarted me thinkingabout howmany chemicals I usedand ate. Almosteverything contains chemicals!I kept readinghow scientiststhought some of themcaused seriousmedical problems. How simplethings like headache remediescould createother 1roubles.

,, I wasstunned by thenumber of foodsthat were almost completely"fake - most of thegood thi ngs had been takenout and chemicalsubstitutes put in.

You read aboutthreats and dangers toyour health like these everyday inalmost every newspaper and magazineyou open.

But I knowof onlyone publicationthat tells you -- sincerelyand consistently-- how you may combat theseproblems ... what you maydo to tryto live healthierin thisoften unhealthy world of ours: PREVENTIONmagazine.

If you'veever seen PREVENTION,you knowits style.Understandable. Practical. Down-to-Earth. It's the magazine that overtwo million.Americans regularly turn to for the help andadvice that theycannot find fromany othersource -- sometimesdoctors included.

If you haven'tseen the magazine... rd liketo sendyou the latest issue so you cantake a good look. rm sureyou11 find its "feelbette� ideas as stimulating as a breathof freshair.

To get yourno-tis� no obligationcopy of PREVENTIONmagazine •.•

1. Justmail the enclosed postpaid card.BUT SPEND NO MONEYNOW.

2. We'llsend you PREVENTIONand enter a trialno-risk 12-month subscription in yourname.

3. If youlike what you seeand want to subscribe to PREVENTION magazine'sunique brand of "'feed bette�advice, simply pay the $8.99 invoice.

If not, justmark "cancel ,, on our bill,retum it andowe nothing.You keepthe first issue freeof charge.

Now, that'sa fairoffer, isn't it?

And we'remaking it so easybecause we wantyou to takejust one look-- so youcan justsee how valuablePREVENTION magazinemay bein yourlife.

Why so valuable?

BecauseP REVENTION is the cheapest,mo steasily accessible source th at youhave to muchof the l atest medical researchfin dings ... to some ofthe al ternative wayst o 1ryt o "getbette� an d "stay better# without resortingto drugs andsu rgery. .. to the basic, earthy,n aturalappr oach.t o better livingthat m y Grandmother (andperhaps. yours, too)knew almost intuitively.

It's anhonest question.And, basically,the answer three-fold:is

1. PREVENTION1ries to help youeven out the increasingodds against your better health.

Open any newspaperor magazineand you're likely to readabout anotherchemical in yourenvironment ... anotheradditive in yourfood •.• anotherway that may shortenyour life span; another way perhaps leadingto diseaseslike cancer or hearttrouble.

It's gettingso epd ressingthat many people blockit out oftheir minds. Th ey" grow accustomed"to the newd angers.They try pretendto they don't exist.But thatdoesn't make these potential d angersdisappear; it doesn'tmake life any healthier, longer ... or evenhappier.

PREVENTIONtries to alertyou to the dangers,too. But wecan't stop them.Every issue tells you what you may do to tryto avoidthem •.• possiblycorrect them ... and,in some cases,even perhapsrepair some of thedamage that th eymay have alreadydone.

2. PREVENTIONtells you more thanyour doctor perhaps can or will.

Today, surgeryand drugs are not theonly "get better,. alternativesavailable to you. Thereare other optionsopen. Optionsthat, often, are safer, cheaper, gentlerthan those of "traditionalmedicine.,. Time aftertime, we've foundthat a numberof today'sph ysiciansmay not evenbe aware of thesealternatives. So how canyou expect to knowof them?

PREVENTIONtries to be yourlink. You learnabout how yourbody functions what•.• it needs forbetter well-being ••. howyou may, manytimes, correcta minor illnessor ailmentyourself. PREVENTION may help you be a more intelligent,more aware medical consumer.(After all, your health is your responsibility.)

3. PREVENTIONseems to workwell. The PREVENTIONSystem for BetterHealth apparentlygets results.

Ifit did not, wewould most certainlynot be thenumber one healthmagazine in the world today -- whichwe are -- withover two millionregular subscribers.

We makeno miracle claims; offer no instantresult. All we sayis if you trulywant better health ...

•.. if you want to tryto live a longer, more activelife •.. if youwant to treat what may beth e source-- not symptoms alone - of your health problems.•• if you wantt o know more about what you may do to live healthier in this unhealthyworld of ours...

•.. PREVENTIONmay show you -- step by step- - thethings that you may do to help achieveth ese desires.

Isn't it worth a free look? And if PREVENTIONworks fory ou, isn't it wellworth th e $6.99 subscription price?W e thiokso. Over two million monthly readers think so.

Here•s how ..•

REMEMBEROUR NO-RISK OFFER: LOOKNOW. DECIDE TO SUBSCRIBELATER.

Of course, I couldgo on andon about PREVENTION.Sharing with. you the many ways the PREVENTIONSystem has helped me personally.•. tellingyou aboutsp ecificnatural healing techniques.•. quotingsome moving testimony from PREVENTION readers•.•

•.. but 111spare your time.

One freelook isworth a thousandwords of advertising.And PREVENTION sp eaksfor itself - POWERFULLY.

Soyou be thejudge.

Ju.stmail the enclosed card to inspect PREVENTION-- themodem "get better, feel better,n naturalhealth system whoseroots go verydeep indeed.

rm onthe PREVENTION System. AndI've got to tell you, I feelbetter -- andlook better- becauseof it. It has helped me. It may help you too.

I hopeyou tryPREVENTION. I hope everybodydoes. We needa littlemore "real,, in ourlives and a few lesssubstitutes.

Sincerely,

SandyGibb

P.S. ACTNOW ANDGET A FREE BOOK ABOUT THE PREVENTION SYSTEM! For all thosewho mail the enclosedcard .•.

... We have a freebonus: a copyof thePREVENTION SYSTEM FOR BETTER HEALTII-- thebook that explains in plain language how thisnatural health methodworks. Here arethe basics of the 35-year-oldsystem that has helpedimprove the well-beingof so many overthe years.

You can'tbuy a copy of th.isremarkable book anywhere. But it's yours free-- whetheryou subscribe to themagazine or not -- so take actionnow, whileyou're thinking about it

P.S.S AN EXTRAFREE BOOKLET... ANDADDED SAVINGS!

Ifyou're planning to give PREVENTION a try,w hy not try 24-months? There arep lenty of good reasons why you should.

1. THERE'S NO EXTRARISK. Our money-back on unmailedc opies privilege assures it.

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com 2. GUARD AGAINST PRICE INCREASF.S.They're almost inevitablewith our presenteconomy. Buyinga 24-monthsubscription could be an insurancepolicy against highestpries.

3. GET THISBOOK AS A BONUS.In addition to your freecopy of THE PREVENTION SYSTEM FOR BETTERHEALTII, we1l send youa copyof our HERBS FOR HEALTIIwhen you subscribefor 24 months.

Now you canget acquaintedwith o ne of the alternativesto drugs andmedi cations:the healin g herbs. Here are the"m edicineso f yesterday' thatare m akinga comeback.Y ou'llfind herbal treatment s andfo lk "remedies" for dozensof commonailmen ts.And you'll learn to knowand use 70 wonderful plantsand herbs inHE RBS FOR HEALTH.You can't buy it anywhere,but it's yoursfree from PREVENTI ON with.this trial subscription.

Here's another letterthat begins with a story-this one about the letter-signer's grandmother.T he letteruses nostalgia-a desire to return to simpler and perhaps happier times of old-as a way to put us into a buying frame of mind. And the lettert aps intoth e most powerfulmotive driving people to buy-fear. In this case, fear of all the chemicals {poisons) companies put into our foods, in addition to all the healthy ingredientsc ompanies strip out of our foods.

And this lettermakes a strong argument forman y of the old-time remedies that worked so well for many ailments and illnesses-remedies our grandmothers knew, but that have been forgotten by modern medicine, but also which are coming back into vogue because they are effective.

Similar to the Popular Mechanics and Newsweek lettersre printed earlier, this letteris folksy, conversational and very easy to read. You'll see the kinds of grammatical errors you hear in regular face-to-faceco nversations. The writer is perfectly capable of using proper grammar that would pass musterin a college writing course, but chooses not to in order tocapture the casual style of someone sitting across your kitchen table having a conversation.

More rigorousu se of correct grammar would be important foranother audience-perhaps when writing to college-educated corporate executives or to English professors-but not here. The writer is not trying to impress a college English professor. This writer is talking to average folks who are worried about their health and who suspect there's something wrong with many of the processed foodsw e buy at the grocery store. Prevention'stwo million subscribers attest to the success of this approach.

Notice also that the P.S. is packed with special bonuses. Books and special reportsth at can't be found anywhere else, and that are exactly in line with the subjectof the main product offered,a re proven response-boosting devices. Many readerswi ll make the decision to subscribe to the magazine just to get the valuable bonuses.

(c) eMail MarketingUnlocked. All Rights Reserved. www.neilpatel.com I love the understatedtone of this famoussales letter for the Kiplinger WashingtonLetter 1 the bestselling financial advice newsletterof all time.

Kiplinger The Kiplinger WashingtonEditors, Inc. 1729H Street, Northwest, Washington, D.C.2006 Telephone: 202.887.&roo

More Growth and InflationAhead •.. and what you cando aboutit.

The nextfew years will see business climb to the highest level thiscountry has everkn own.And withit .•• inflation.

This combinationm ay be hardfor you to acceptun der todaysconditions. But thefact remains that those whodo prepare for both inflation.AND growth ahead willr eap big dividends for theirforesight, and avoidthe blundersot herswill make.

You11 get theinformation you need forthis typ e of planning in the Kiplinger WashingtonLetter .•• and thee nclosedfo rm willbring you thenext 26 issuesof thish elpfulservice on a "Try-out" basis.The fee: Less than 81 centsper week ..• only $21 for thesix months•.• andtax-deductible for busi ness or investment purposes.

Duringt he depression, in193 5, the KiplingerWashingt on Letter warnedof inflationand told what to do aboutit. Those who heededits advicewere ready when prices begant o rise.

Again,in Januaryof 1 946, the Letter renouncedthe wid ely-heldvi ew that a severe post-ward epression wasin evitable. Instead, it predictedshortages, rising wagesand prices,a high level of business. And again, those who heededits advice were abl e to avoidl osses,to cash in on the surgingeconomy of the late '40s, early '50s and mid-'6os. It then kept its clients prepared forth e swings of the'70s, keepingthem a step ahead each time.

Now Kiplinger not onlyfore sees expansionah ead,b ut alsoconti nuing inflation,and in this weekly Letter to clients,h e points out profit opportunitiesin thefutur e •.• anda lso dangers.

The Kiplinger Letter not only keeps you informed of present 1rendsand developments, but also gives you advance noticeo n the sort & long-range business outlook ..• inflation forecasts•.. energy predictions .•• housing..• federallegislative prosp ects• .. politics. •• investmenttrends & pointers•.• taxoutlook and advice..• labor,wage settlement prospects •.. upcoming govt rules & regulations .••.ANYI'HING that will have ane ffecton your business, your personalfinan ces,your family.