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THE FRANKLIN MINT "GALLERY OF AMERICAN ART WESTERN ART" LETTER
The other classic Franklin Mint letter introduced its first non-metallic collectible — a limited edition
collection of western art prints. The challenge of this letter was to convince non-collectors
(who had previously purchased more easily understood coins, medals, ingots, and plates) to buy
a collection of art prints.
The whole concept of print collecting — and the value of western art — had to be introduced in
this letter. No mention of anything related to appreciation value of limited edition prints
appeared until the middle of the second page of the letter. Even then, there was a strong qualifier
for the non-collector audience:
This doesn't mean that all prints will increase in value. Indeed, this is
not the best reason to build a collection of fine prints. You should only
purchase those prints which you truly admire.
A suggested reason to acquire the collection — easily understood by Franklin Mint collectors —
was added near the close of the letter:
For you and your family, this collection will become a lasting heirloom
— a portfolio of fine art to be enjoyed and admired for many
years to come.
This "benefit" wasn't just a copywriter's whim. Constantly monitoring customer correspondence
had shown this to be one of the key reasons why non-collectors had purchased previous Franklin
Mint products.
The letter also clearly established an action-compelling deadline:
There is only one time you can acquire The Franklin Mint Gold
Medal Portfolio of Western Art. That time is now. The very last date
by which subscriptions may be placed is May 15, 1973. Any subscriptions
postmarked after that date must, regretfully, be returned. I
suggest you mail the enclosed subscription form as early as possible.
This mailing won a host of awards. But its most important "award" was that 4,333 Franklin Mint
collectors responded to the single mailing, producing over $2 million in sales. And it quickly
established The Franklin Mint as a multifaceted collectibles company rather than simply a maker
of coins and medals.
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