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OLD AMERICAN INSURANCE COMPANY "EMPTY SHOES" LETTER
Although most leading direct mail letter writers don't accept the old Chinese proverb, "One picture
is worth more than ten thousand words, there are times when a picture makes such a strong
point it becomes the starting point for a letter.
This was the case with a classic letter that has been used for many years by Old American
Insurance Company. It was the last letter Max Ross wrote before leaving the company to go into
consulting work nearly 20 years ago, and is still used for certain applications today.
It showed a well-worn pair of shoes accompanied by an enlarged typewriter type heading:
The copy goes on to say,
This is an ordinary pair of shoes. They could belong to anybody —
but suppose they were yours?
Empty shoes — you no longer here. Who would pay the bills that
always arise when someone departs this world? Would those you
leave behind have the money to do it? Or would they have to scrimp
and save — and do without things they need — for months, perhaps
even years, after you have gone, just to get these bills paid off?
Imagine how much less impact those words would have if there hadn't been that worn pair of
shoes helping to make the point.
But the letter is classic for more reasons than just its unique illustration. Max Ross is considered
by many to be the guru of effective direct mail letter writing. He is a strong believer in using what
he calls "a bucket brigade" through the copy — joining together paragraphs through the use of
connecting links. As you read the letter, note these connectors:
"To help you do this . . ." "What you do next. . ." "Remember . . ."
"Here is another thing that's important to you." "Of course . . ." "Now
— here is an added feature. So — let me ask you . . ."
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