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NATIONAL WHOLESALE COMPANY "SARAH SMITH" LETTER
Although it's sometimes effective to have a celebrity present a message, most letters are me
believable when they come from a noncelebrity. Eddie and Sarah Smith are celebrities with
direct mail circles, but they aren't a couple you read about in the national news. The pantyho
letter, written by John Lyle Shimek, is a direct mail classic. It begins:
I'm Sarah Smith, and want to share something my husband said the
other day that just about sums up the reasons why you may be disappointed
with most panty-hose made today. Eddie said:
"Most other panty-hose come in two or three sizes today but some
of the prettiest and most shapely legs don't!"
This is so true. He couldn't be more right!
Most of us switched to panty-hose a few years ago and then what
happened?
The manufacturers started switching sizes on us — now some make
only one size and expect the woman who buys them to jump for joy
and think she will get a comfortable fit and look like a fashion model.
Honestly, I just don't know how most women put up with the hitor-miss
fit, poor quality and dime store appearance they get
when they buy panty-hose today.
The letter continues in the same personal tone. On page 2, for example, "Sarah" writes:
And on page 4:
I just wish you could see all the nice letters we get from women of all
ages who write to tell us how much trouble they have had with store
bought panty-hose that don't fit, and how they love their new found
National Panry-Hose.
When our customers from out-of-state stop by to say "hello" and pick
up a few boxes of hosiery, Eddie always likes to give them something
free — kind of like the free gifts offered on the coupon enclosed.
www.greatestsalesletters.com - 166 -