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THE ALLEY DELI "FREE LUNCH" LETTER
Murray Raphel is not a prophet without honor in his own country. His classic copy works just as
well in Atlantic City as it does in Melbourne. For example, a letter he created for a newly-opened
restaurant was sent to 120 VIPs in the area near the new restaurant. More than 100 of the recipients
accepted the free lunch offered, and more than half of them ordered additional lunches at the
same time. Within a week, about 75 of the recipients came to the restaurant and most of them are
now steady customers.
The restaurant owner, Norman Gordon, comments: "It would have taken me six months to bring
in the kind of business direct mail brought me in six days. And I couldn't afford to wait six
months."
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