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THE GREATEST DIRECT MAIL SALES LETTERS OF ALL TIME The quotation Jim mentions was from Gottfried Wilhelm Leibniz: "It is unworthy of excellent men to lose hours like slaves in the labor of calculation." The classic one-page letter began: If you concur in this 300-year-old opinion, meet the first pocket calculator that speaks your language. The mailing package pulled 300% better than the break-even quota of two orders per thousand. It received so much attention that it convinced many other companies to use direct mail to sell their products, which were becoming uneconomical to sell through expensive sales forces. www.greatestsalesletters.com - 114 -
www.greatestsalesletters.com - 115 -
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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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BARRON'S "WIDOW & ORPHANS" LETTER A
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your part. They're our gift to you,
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Page 77 and 78: GAMES MAGAZINE "CONNECT THE DOTS" L
Page 81 and 82: So we bought 13 of these islands. T
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Page 103 and 104: BRECK'S PERSONALIZED CATALOG WRAPS
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Page 109 and 110: AMERICAN BIBLE SOCIETY "YOUR FAITH
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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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371 www.greatestsalesletters.com -
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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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