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A sales letter.
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The Ken Roberts Company Letter #15
Page 106 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 107
— Overview —This letter takes an incredibly unusual approach to a hard-to-sell product — it never actually tells what the product is! How? Not only with a very personal tone and great storytelling, but also with a methodical effort to isolate and overcome objections. Plus, the very exclusive “velvet cord” lead. “I write to you today only because I want to,” it says.
This may be the most relentless “Velvet Cord” lead I’ve ever seen!
The “rags-to-riches” story is a classic. And very effective.
The Ken Roberts Company Letter #15
Page 106 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 107
— Overview —This letter takes an incredibly unusual approach to a hard-to-sell product — it never actually tells what the product is! How? Not only with a very personal tone and great storytelling, but also with a methodical effort to isolate and overcome objections. Plus, the very exclusive “velvet cord” lead. “I write to you today only because I want to,” it says.
This may be the most relentless “Velvet Cord” lead I’ve ever seen!
The “rags-to-riches” story is a classic. And very effective.
The Ken Roberts Company Letter #15
Page 108 AWAI Direct Mail Hall of Fame
So mysterious. But intriguing too ...
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 109
Notice how he lifts the responsibility for past failures away from the reader?
The Ken Roberts Company Letter #15
Page 110 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 111
This whole letter is “Indirection” brought to an art form ...
... He starts with a call for success stories — then promises to make us successful to get them!
He gives us a vivid picture of how we’ll feel once we succeed. Very well done ...
The Ken Roberts Company Letter #15
Page 110 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 111
This whole letter is “Indirection” brought to an art form ...
... He starts with a call for success stories — then promises to make us successful to get them!
He gives us a vivid picture of how we’ll feel once we succeed. Very well done ...
The Ken Roberts Company Letter #15
Page 112 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 113
Never have I seen someone turn the cost of direct- mailing into a credibility booster. Clever ...
Why so much detail about the work he’s done for us? Because it makes us feel we owe him ...
The Ken Roberts Company Letter #15
Page 112 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 113
Never have I seen someone turn the cost of direct- mailing into a credibility booster. Clever ...
Why so much detail about the work he’s done for us? Because it makes us feel we owe him ...
The Ken Roberts Company Letter #15
Page 114 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 115
The best part of this letter — He knocks down every objection.
The Ken Roberts Company Letter #15
Page 114 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 115
The best part of this letter — He knocks down every objection.
The Ken Roberts Company Letter #15
Page 116 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 117
Here’s “The Gauntlet.” The writer practically dares you to accept!
The Ken Roberts Company Letter #15
Page 116 AWAI Direct Mail Hall of Fame
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 117
Here’s “The Gauntlet.” The writer practically dares you to accept!
The Ken Roberts Company Letter #15
Page 118 AWAI Direct Mail Hall of Fame
What’s a “lookey-loo?” I don’t know, but it adds to the letter’s charm ...
The Ken Roberts Company Letter #15
AWAI Direct Mail Hall of Fame Page 119
The “Velvet Cord” again — Don’t subscribe if you’re not up to it!
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