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OMAHA STEAKS "PROSPECTING" LETTER
One of the most successful direct marketers is Omaha Steaks International. Executive vice president
Fred Simon is a strong believer in constant testing to seek out new approaches that will beat
his long-running control letter. But so powerful is his classic prospecting letter, even the nation's
top letter writers have been unable to beat it. The mailing features a check made out to the recipient,
and a "Johnson Box" at the top of the letter:
The letter begins:
USE THE ENCLOSED CHECK IN YOUR NAME — in the amount of
$23.00 to get more than a 43% discount on your first box of succulent
Omaha Steaks. Treat yourself to the world's most tender beef,
guaranteed to please you ... at attractive, introductory savings. So
please read this letter right now. If you love good steaks, you'll find
my story interesting — and my offer very tempting!
Can you recall the best steak you ever tasted in your life? One that
was tender, juicy and just full of flavor? I'll bet you can. Most likely,
it was served at an exclusive restaurant or supper club.
I'm writing to you because I believe you would enjoy a box of my
"fork-tender" Omaha Steaks ... the same steaks I sell to fine restaurants
. . . shipped frozen, directly to you. Here's my story.
The letter goes on to explain where fine restaurants get their fine steaks (Omaha Steaks, of course)
and ends with a powerful close:
To order by mail, just endorse the enclosed check, fill in the order
form, enclose your payment — then use the postage-free envelope
before the date shown on your check. After that date, I'll select a new
group of people to receive this rare offer — and your chance will be
past. So please respond now.
Your satisfaction is fully guaranteed.
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