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READER'S DIGEST LETTERS
No one uses customer personalization more effectively and more consistently than The Reader's
Digest. A typical letter begins [comments in italics are mine]:
Later this paragraph:
Imagine the thrill of walking into a bank near the Hodgson [my
name] home — and surprising the teller if you deposited a check for
$250,000 into your account.
And think of the look on the faces of your West Chester [my town]
neighbors if you drove down Johnny's Way [my street] in a brand
new car — a car you completely paid for in cash.
Or how would you like to start out from Philadelphia Intl. Airport [my
closest airport] on an around-the-world vacation — your pockets
bulging with spending money?
A mailman from your West Chester Post Office may soon be knocking
at your door with a check for $250,000!
And a reference to a previous purchase:
As an owner of "That Old Time Religion" [a product I had previously
purchased from them], you obviously enjoy Digest music. You'll find
the same kind of enjoyment in "Jim Nabors Sings."
www.greatestsalesletters.com - 387 -