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

332 Pages·2010·35.75 MB·English

by  Force

Great Selling Ideas from
50 Super-Successful Direct Mail Letters
and Direct Response Ads
E^ted by John Forde

erlcan Writers
Artists Institute
Fame
of
Great Selling Ideas from
50 Super-Successful Direct Mail Letters
and Direct Response Ads
Edited byJohn Forde
Copyright © 2005 by American Writers & Artists Institute, Inc.
All rights reserved. No part ofthis publication may be reproduced or transmitted
in any form or by any means, electronic, or mechanical, including photocopying,
recording, orby any information storage and retrieval system, without
permission in writing from the publisher.
Publishedby:
American Writers & Artists Institute
245 NE 4thAvenue, Suite 102
Delray Beach, FL33483
Phone: [phone] Fax: [phone]
Website: www.awaionHne.com
EndorsedBy
mm
AGORA
LEARNINGINSTITUTE
ConfessionsofA Junk-Mail Junkie
I usedtobelike you.
I once thought I hated junk mail. Thatis, until I startedwritingthe stuffmyself.
Today,it scalled directmail ifyouplease amediumthat sunitedmillionsofanxious
consumers withquality products, createdhundredsofthousandsofjobsovertheyears,andgiven
me,personally,apretty nice livingbesides.
Sowhenmyfriends LoriAppling and KatieYeakle attheAmericanWriters&ArtistsInsti-
tuteaskedme ifIwouldhelpthemsiftthroughthelandmarkcollectionthatfollows, Ijumpedatthe
chance. Why?
Becausethesearen tjustlettersthatputafewdollarsinthepocketsofcopywriters. Mostare
careermakers. Morethanafewofare companymakers, havingcreatedjobsandfueledcorpo-
raterevenuesforfiveandtenyearsataclip.
Butperhapsmostofall, becausethereare fewbettershortcutstodirect-mailmasterythan
reading whatworkedinthepast.
I vemadenotesinthe marginstohelpyoufindthekeytechniques. You11be shockedby
howmany patternsrepeat. You11be surprised, too,by simplicity. Mostofthesemega-profitable
mailingcampaignshadnofancygraphics... nofunnyheadlines... andnoclevertwists.
Yet, they worked. Millionsofdollarsweremade. In somecases,billions. Asyouread,
you11begintoseewhy.
Noticehowfastyou getsold. That sthereal markofawinner. TheclassicfromAdmiral
ByrdwillhaveyouachingtogototheNorthPole. You11wonderwhy youdon tgettheWall Street
Journal. Orhow weletbureaucrats spinournationaldebtspin so wildlyoutofcontrol.
Readthelettersthatfollow. Readthemtwice. Ifyoureambitious,pickoutyourfavorites
andwritethemoutbyhand. Inexchangeforafewhoursofyourtimeandalittle writer scramp,
you 11be surprisedbyhow much you learn.
JohnForde
January6, 2002

Tkble ofContents
#1 The Wall Street Journal: Two Young Men 1
#2 Newsweek: IfYour Name is On This Letter 3
#3 Prevention: Memories ofGrandmother 6
#4 Fly Fisherman: Trout Spoken Here 10
#5 International Living: Retire Overseas 12
#6 Bottom Line: What never, ever to eat on an airplane 20
#7 The Economist: Three Free Issues 26
#8 Worth: FREE! 32
#9 Jack Wheeler's Strategic Intelligence: Heads Up! 36
#10 Rogue Trader: Profit with the Insiders! 42
#11 Wall Street Underground: ReadThis or Go Broke! 57
#12 Popular Mechanics: Dirty Hands 90
#13 Childcraft: BAM! 94
#14 Gene Schwartz: Burn Disease Out ofYour Body 98
#15 Ken Roberts Company: Amazing Techniquefor Success 106
#16 Swiss Money Strategies: Your Wealth is in ImminentDanger 120
#17 American Express: Quite Frankly 124
#18 National Geographic: Membership 126
#19 The Oxford Club: Invitation Letter. 130
#20 The Semontier Strategy: A Rare Opportunity 146
#21 Porter Stansberry: There's a New Railroad 150
#22 Supper Club: An Invitation to Supper 166
#23 Knowledge Products: Ideas That Rocked the World. 178
WEKA
#24 Publishing, Inc: The Novell Companion 184
#25 Options Hotline: How's Thisfor 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 ofthe First to Enjoy This! 229
#31 United States Historical Society: IwoJima Stained Glass Plate 233
#32 The Easton Press: Moby Dickfor Only $4.95 237
#33 The National Arbor Day Foundation: Gift ofTrees 241
#34 The Nature Conservancy: The Sandhill Crane 245
#35 The National Taxpayer Union: Inside Information 249
#36 Sherwin Cody School ofEnglish: DoYouMake TheseMistakes inEnglish? 257
#37 Verbal Advantage: Fearless Conversation! 258
#38 U.S. School ofMusic: 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:At60MilesperHourtheLoudestNoise istheElectric Clock 264
#44 Harry 8cDavid: ImagineHarryandMe 265
#45 Phillips: Medically-Proven Miracles 266
#46HealthSciencesInstitute:11MedicalBreakthroughs 274
#47 Strategic Investments:716^ Plague ofthe Black Debt 296
#48 The Oxford Club: A Man's Right to Wealth 302
#49BobBly:Physician'sDeskReference: Warning! 308
#50 Jay Abraham: DutchAuction 313