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TRANS-LUX "9 REASONS" LETTER Long ago, smart direct mail writers learned that benefits are far more important than features in presenting a product or service. An excellent example of this "rule" put into practice is a letter created by William Steiner Associates, the New York direct marketing agency, for Trans-Lux Corporation. It is headed: There are 9 Reasons . . . why you should mail the enclosed card to find out how you can replace your present telex equipment and enjoy greater speed, efficiency . . . and quiet! . . . and it won't cost you one penny more than you are now paying! The letter, which was the first page of a letter-brochure, listed nine specific benefits, briefly amplifying each one, and closed: Learn about these and other benefits by mailing the enclosed card today ... it will bring you information on how to make your telex easier to operate . . . more efficient. . . and less costly, too. www.greatestsalesletters.com - 324 -
www.greatestsalesletters.com - 325 -
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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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Right away, you save a welcome $3.0
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PREVENTION MAGAZINE "MEMORIES OF GR
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FLY FISHERMAN MAGAZINE "TROUT SPOKE
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TIME-LIFE BOOKS "COWBOY" LETTER Whe
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NEW YORK ZOOLOGICAL SOCIETY "ZOOFER
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Page 275 and 276: UNITED REPUBLICAN FUND OF ILLINOIS
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Page 281 and 282: NATIONAL FEDERATION OF THE BLIND PE
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Page 293 and 294: THE NATIONAL TRUST FOR HISTORIC PRE
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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Page 331 and 332: YECK BROTHERS COMPANY "GRANDFATHER'
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Page 351 and 352: GENERAL TELEPHONE COMPANY OF ILLINO
Page 355 and 356: CHAMPION "HERE IT IS A SECOND TIME"
Page 357 and 358: SECTION VIII RETAIL AND SERVICE LET
Page 359 and 360: THE ALLEY DELI "FREE LUNCH" LETTER
Page 361 and 362: DICK'S SUPERMARKETS "CONGRATULATION
Page 363 and 364: UNITED STATES MARINE CORPS "YES-NO"
Page 371 and 372: ROBERT BARTLETT REALTY CO. "JUST SU
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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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