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www.greatestsalesletters.com - 278 -
THE MIAMI UNIVERSITY FUND "EDDIE RICKENBACKER" LETTER The best fortune any group seeking funds could find would be to discover that Direct Marketing Hall-of-Famer John Yeck was interested in their cause. One organization that has benefited mightily from Yeck's interest is The Miami University Fund. Over the years, he has written many classic fund raising letters to support the University. All are equally deserving of recognition as very special direct mail letters, but the one shown opposite is typical of his golden touch. Yeck loves to weave thought-provoking stories into his letters — like the one in this letter about Eddie Rickenbacker's rescue in the Pacific during World War II. He doesn't spend a lot of time spinning a tale, but gets to the point quickly. Note his use of quick, short sentences — point-making thoughts you can't miss: Whose check did that? Somebody's. Waves of checks, really. Through the Fund, small gifts combine to do great things. www.greatestsalesletters.com - 279 -
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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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GAMES MAGAZINE "CONNECT THE DOTS" L
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So we bought 13 of these islands. T
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THE FIRST BAPTIST CHURCH "ORGAN" LE
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THE FRANKLIN MINT "100 GREATEST BOO
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www.greatestsalesletters.com - 101
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BRECK'S PERSONALIZED CATALOG WRAPS
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HOMPSON CIGAR COMPANY "15 RIVERS TO
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AMERICAN BIBLE SOCIETY "YOUR FAITH
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HEWLETT-PACKARD POCKET CALCULATOR L
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DIRECT MARKETING EDUCATIONAL FOUNDA
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probably have made me add some kind
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The big unions had announced that t
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NATIONAL REPUBLICAN SENATORIAL COMM
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JOHN YECK'S "LET'S HAVE BETTER MOTT
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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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Page 233 and 234: PREVENTION MAGAZINE "MEMORIES OF GR
Page 243 and 244: FLY FISHERMAN MAGAZINE "TROUT SPOKE
Page 251 and 252: TIME-LIFE BOOKS "COWBOY" LETTER Whe
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Page 263 and 264: NEW YORK ZOOLOGICAL SOCIETY "ZOOFER
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Page 281 and 282: NATIONAL FEDERATION OF THE BLIND PE
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Page 303 and 304: SECTION VI BUSINESS-TO-BUSINESS DIR
Page 305 and 306: XEROX "USED COPIERS" LETTER When yo
Page 319 and 320: 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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