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AMBASSADOR LETTER-BROCHURE COMBINATION
Although a separate letter and brochure often works best in a direct mail package, there are times
when the two can be combined for special impact. A classic example is a six-page letter-brochure
combination, created by Robert Hanford, which worked exceptionally well for Ambassador in
both the United States and Europe. The product is Ambassador's Super Organizer ladies' handbag,
which is distinguished by a host of special built-in features. To try to explain the features of
the handbag with words alone would have been difficult. But by combining illustrations that normally
would have been used in a separate brochure with the words of the letter, the product's benefits
came through loud and clear. Bob Hanford's letter begins:
I hate a messy pocketbook. But I've always had to carry one. My
handkerchief ... my compact . . . credit cards . . . checkbook . . .
all jumbled up in the bottom of my handbag, no matter how carefully
I tried to keep them neat.
But for the last few weeks I've been carrying an entirely new kind of
purse. The SUPER ORGANIZER. I designed it myself, here at
Ambassador's headquarters. And the difference is amazing. No
more mess . .. no more fumbling for things ... I'm sudddenly a wellorganized
woman again! And I love it.
The secret? Very simple. The SUPER ORGANIZER gives you a
place for everything you carry ... so you can find anything in just
three seconds. Your sunglasses . . . your department store charge
cards . . . your keys ... or the picture of your children. Anything!
I'd like to send you one.
Then, step-by-step, the letter covers each of the many features of the Super Organizer with steadily
flowing letter copy illustrated with inset photographs. One example of how a photograph helps
supplement letter copy is a paragraph about the bag's special strap:
. . . We know that the strap is the weak point on most bags. It's the
strap that gives first.
And so we've developed a "piggyback" strap. Here's what it looks
like. Two straps sewn together. That gives super-strength. And it looks
just great!
www.greatestsalesletters.com - 88 -