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AIRCRAFT OWNERS AND PILOTS ASSOCIATION "FLYING START" LETTER
Recruiting new members is a never-ending challenge for associations, and direct mail is the
method most often used. Usually there's lots to tell and a strong letter is often the best way to present
the necessary information.
A good example of a new member recruitment letter is one written by Washington copywriter
Ginny Daly for the Aircraft Owners and Pilots Association (AOPA). It starts off with this salutation:
Since you're off to a flying start, . . . why not start off flying smart? The letter introduces AOPA to
the new pilot and quickly gets into the benefits of membership:
As an AOPA member, you're entitled to Big Benefits that help you get
the most out of your flying experience. We offer publications to keep
you informed about the world of flying, new developments, trends,
etc. We offer informational services covering personal assistance on
everything from flight routings, both domestic and international, to
questions about FARs and your general flight operation Plus, we
offer insurance and many discount opportunities. Add it all up, and
that's "flying smart" . . . being informed and well covered!
The letter continues for four pages and expands the benefits that come with membership and ends
with a strong close:
AOPA ... 30 MAXI-BENEFITS
As you can tell by now, AOPA is a well-rounded association . . .
run by and for pilots! AOPA was designed with you, the pilot, in
mind . . . and has the experience and proven ability to put you in
touch with all facets of general aviation. It's simple: AOPA works for
you!
FOR 29 MINI-BUCKS!
All this for a low $29 a year now. $29 is minimal compared to the
investment you've made in effort and expense to get into flying . . .
and yet $29 is a big investment in your future flying pleasure!
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