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HUMOR IN DIRECT MAIL; THE HABAND LETTERS
For the majority of mailers, humorous letters are a dangerous gamble. All too often, what seems
funny to the writer fails to draw laughter from recipients. And when it does tickle readers' funny
bones, the laughter may easily distract from the selling message.
It takes an exceptional writer to consistently turn out lighthearted messages that produce sales.
And M.H. Habernickel was just such a writer. For 50 years, he kept producing letter after letter
that not only built a following of dedicated readers, but became the cornerstone of his business as
well.
The Haband letter selected for this book is just one of hundreds of masterpieces turned out over
the years by M.H. Habernickel. We could have selected most any of the 100 or so Haband letters
in our files since they, too, are true classics. The real magic of these letters was their continuity.
They had a personal style all their own. They kept readers "up to date" on the Habernickel family
and the Haband staff — particularly Miss Feeney, Mr. Habernickel's long-time secretary. The
letters often brought a host of personal replies from recipients. But, most important of all, they
produced millions of orders.
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