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THE KIPLINGER WASHINGTON LETTER "BOOM & INFLATION" LETTER
Probably no direct mail letter was used — with only minor changes — longer than Kiplinger's
"Boom & Inflation Ahead" masterpiece. It was Kiplinger's control letter for over 35 years, and
during that time hundreds of other letters were tested against it — including those written by
some of the nation's top copywriters.
This all-time great letter, which may be the most widely circulated direct mail letter ever created,
was originally written by Fanny B. Lyle. Although it has been updated annually, Lyle's original
concept remains basically unchanged.
In his great book, Successful Direct Marketing Methods* Bob Stone uses this letter as a classic example
of how his "Seven Steps" formula for direct mail letter writing can be applied.
The underscored heading, "Will There be BOOM and More INFLATION Ahead?" is the first step,
setting forth the most prominent benefit.
The next two paragraphs are the second step, enlarging upon the most prominent benefit.
The third indented paragraph is step number three — telling the reader specifically what he is
going to get.
The fourth and fifth paragraphs are step number four — proving the value with past experience.
The fifth step — telling the prospect what he will lose if he doesn't act — comes in the sixth paragraph.
Next comes summarizing prominent benefits in the closing offer — step six. And the remainder
of the letter is devoted to step number seven — inciting action now.
*Successful Direct Marketing Methods, Bob Stone. Third Edition. Crain Books, Chicago. 1984.
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