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www.greatestsalesletters.com - 330 -
YECK BROTHERS COMPANY "GRANDFATHER'S WATCH" LETTER Bob Hutchings of IBM submitted his favorite letter, which — like so many others involved in direct mail — turned out to be written by John Yeck. It's pretty hard to beat a letter with as much charm as this masterpiece. www.greatestsalesletters.com - 331 -
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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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UNITED REPUBLICAN FUND OF ILLINOIS
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Page 279 and 280: THE MIAMI UNIVERSITY FUND "EDDIE RI
Page 281 and 282: NATIONAL FEDERATION OF THE BLIND PE
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Page 291 and 292: CHRISTINA L. WOODS MEMORIAL FUND LE
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 337 and 338: R. R. DONNELLEY & SONS COMPANY "FOU
Page 343 and 344: WESTINGHOUSE SECURITY SYSTEMS "CONS
Page 347 and 348: TROY-BILT "INQUIRY ANSWERING" LETTE
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
Page 373 and 374: FAIRVIEW MEDICAL RESEARCH SURVEY ON
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Page 379 and 380: 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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