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north-to-south, the east-to- west. This allone would havebeen dimple, but the space available for these state-by-stae personalizations permitted a maximum of 20 characters for each pair. www.greatestsalesletters.com - 104 -
HOMPSON CIGAR COMPANY "15 RIVERS TO CROSS" LETTER Some years ago, story-telling direct mail letters were quite common. But in this "Age of Skepticism," they frequently fail to win in copy tests against straightforward selling letters. Perhaps prospects are suspicious of a proposition that is introduced with a long story, or, perhaps they prefer TV for stories and want printed copy to get to the point (or it may be that great storytellers are all writing for TV today). Whatever the reason, lengthy stories in direct mail letters often lead to reduced sales. But not so for the Thompson Cigar Company. Among the great direct mail letters are several created by John Lyle Shimek for Thompson. Consider this classic letter that explains the reason for the story: I used to think that the only way to have a real adventure anymore was to be an astronaut or something. But that was before my recent trip to the Hidden Valley in Honduras, where the alluvial soil is six feet deep and everybody and his brother carries a six-shooter for bandit insurance. Maybe you thought I just sit around writing letters to my good customers and wrapping cigar boxes to take to the Post Office. Not so. You don't get the best tobacco settin' at home on your resources. And, believe me, you don't always find the comforts of home elsewhere. Sometimes I wonder why I'm in this business at all — and why I go all over Hell's half-acre to insure my supply of good tobacco. Yet if I didn't go right down to the tobacco farms and check the crops for myself, I'd never be able to offer you the cigars I do. And I certainly would never have found the priceless bales of wrapper I brought back from my last trip to Central America. And I never would have been able to come up with a superior cigar like the Granada, either — a cigar that was born of first-hand, onthe-spot adventure in the kind of country I didn't know existed any more. Getting to the Hidden Valley of the Jalapa River is like going through boot training in the Marines all over again — only rougher. There are 15 rivers to cross and only 7 bridges. We had to ford the streams with four-wheel drive jeeps to get around down there — and the locals had to build a special airport to fly their tobacco crops out to civilization. I was tracked by a jaguar, avoided the embrace of an amorous boa constrictor, was jeered at by monkeys and stared at by a suspicious mountain lion. I ate the eggs of the baby dinousaur (that's what they call their iguanas) and they were delicious. I sampled the dinosaur meat, too, and it's even better than the eggs. www.greatestsalesletters.com - 105 -
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THE GREATEST DIRECT MAIL SALES LETT
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TABLE 1 100 MOTIVATIONS FOR PEOPLE
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BEFORE THE WRITING STARTS Most expe
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whoever has that responsibility mus
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In my direct mail seminars, I've su
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7. A definite statement of value to
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1. Does the lead sentence get in st
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expression that stops your reader a
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Strong management will make it a po
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In this section, more than 100 grea
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THE READER'S DIGEST "TWO PENNIES" L
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Page 55 and 56: BARRON'S "WIDOW & ORPHANS" LETTER A
Page 61 and 62: your part. They're our gift to you,
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Page 81 and 82: So we bought 13 of these islands. T
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Page 97 and 98: THE FRANKLIN MINT "100 GREATEST BOO
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Page 103: BRECK'S PERSONALIZED CATALOG WRAPS
Page 109 and 110: AMERICAN BIBLE SOCIETY "YOUR FAITH
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Page 135 and 136: probably have made me add some kind
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JOHN YECK'S "LET'S HAVE BETTER MOTT
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BANKER'S LIFE "ONE WOMAN TO ANOTHER
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there had been independence. Now th
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FRANK LEWIS "MIRACLE GRAPEFRUIT" LE
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BUSINESS WEEK "INVITATION" LETTER I
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BUSINESS WEEK "INVITATION" LETTER I
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QUEST/78 "CHARTER SUBSCRIPTION" LET
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If it's been too long since you've
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Right away, you save a welcome $3.0
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PREVENTION MAGAZINE "MEMORIES OF GR
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FLY FISHERMAN MAGAZINE "TROUT SPOKE
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TIME-LIFE BOOKS "COWBOY" LETTER Whe
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NEW YORK ZOOLOGICAL SOCIETY "ZOOFER
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UNITED REPUBLICAN FUND OF ILLINOIS
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THE MIAMI UNIVERSITY FUND "EDDIE RI
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NATIONAL FEDERATION OF THE BLIND PE
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CHRISTINA L. WOODS MEMORIAL FUND LE
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THE NATIONAL TRUST FOR HISTORIC PRE
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SECTION VI BUSINESS-TO-BUSINESS DIR
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XEROX "USED COPIERS" LETTER When yo
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INGHAM HALL, LTD. "LAWYER" LETTER P
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YECK BROTHERS COMPANY "GRANDFATHER'
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R. R. DONNELLEY & SONS COMPANY "FOU
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WESTINGHOUSE SECURITY SYSTEMS "CONS
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TROY-BILT "INQUIRY ANSWERING" LETTE
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GENERAL TELEPHONE COMPANY OF ILLINO
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CHAMPION "HERE IT IS A SECOND TIME"
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SECTION VIII RETAIL AND SERVICE LET
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THE ALLEY DELI "FREE LUNCH" LETTER
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DICK'S SUPERMARKETS "CONGRATULATION
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UNITED STATES MARINE CORPS "YES-NO"
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ROBERT BARTLETT REALTY CO. "JUST SU
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FAIRVIEW MEDICAL RESEARCH SURVEY ON
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THE PRESIDENTIAL CARD "DID I LOSE A
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BACHE FINANCIAL PLANNING "RATING A
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SECTION IX PERSONALIZED LETTERS Som
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READER'S DIGEST LETTERS No one uses
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TIME-LIFE BOOKS NON-COMPUTER PERSON
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QUILL CATALOG "WRAP" LETTERS Two ca
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CANADIAN OFFICE OF TOURISM LETTERS
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SECTION X THE LIGHT TOUCH Direct ma
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Letter No. 2: i am s. mouse of s. r
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PLAZA HOTEL "LETTERS FROM A CHAMBER
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Letter No. 2 The second letter sent
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Letter No. 4 On May 9,1963, still a
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SECTION XIV TIPS FROM THE EXPERTS A
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• Form letters using indented par
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12. Use "carrier" words and phrases
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11. Tie newness to an established b
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Bus REED'S THREE BS A handy formula
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standing. Comic-book copy uses almo
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4. Resist the temptation to display
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4. The sin of being noisy. Everybod
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Does the total package get the read
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1. The best way is the simple way.
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5. Not only is it necessary to star
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By writing and rewriting, you will
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d. splitting infinitives e. repeati
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13. Have unknown, unusual, or forei
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BIBLIOGRAPHY Andrews, Francis S. Bi
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