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BACHE FINANCIAL PLANNING "RATING A GENERAL" LETTER
Writers addressing sophisticated audiences about sophisticated products all too often feel a need
to exhibit their own sophistication through the use of big, academic-sounding words and long,
involved paragraphs. Sig Rosenblum, who has written classic letters for a host of direct marketers,
knows better. In this letter for The Bache Financial Planning Program, he sticks to short,
action-packed words and easy-to-follow sentences and paragraphs.
The letter begins:
How would you rate a general . . .
. . . who rushed into a battle without a plan? A general who squandered
blood, sweat and tears without a blueprint?
And yet you fight the toughest battle in history. Every day. And it's
not just your skin that's at risk. But your nest egg. Your home. And
those you love.
You fight a battle against inflation that erodes your purchasing
power . . . against recession — or worse — squinting ominously
over the horizon . . . against volatile markets, rearing and plunging
this way and that.
When it comes to describing the product, the action continues:
Your plan covers every aspect of your financial life. It gives you specific
answers to key questions such as:
Can I cut my taxes? How?
Can I improve my cash flow?
What's right — and wrong — with my investments?
Do I have enough insurance? Too much? The right kind?
How do I plan a comfortable retirement now?
What's the best way to protect those I love?
And there's much more. All of it in straight talk, not the jargon of specialists.
With all the facts and figures you need to make it work. And
remember, it's your plan. As individual as your fingerprint.
The language of the letter amplifies the "straight talk" of the plan. And the same straight talk continued
when it came to the price:
It's not cheap. But it will be the best $1,200 you ever invested. Yes,
twelve hundred dollars. But just measure that against the hundreds
of thousands of dollars such a plan can protect. Not to say multiply.
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