Overview This letter is the first project done by Paul
Hollingshead, written under the guiding hand of Michael Masterson.
It netted sales in the millions of dollars. This letter is a
classic direct mail promotion, using the architecture of direct
mail perfectly: promise, picture, proof. It is also a great example
of the power of knowing your audience.
The letteropens with a bold promise.
This story about two prospects was made popular by the Wall
Street Journal promo on page 1, but it can work for all kinds of
products.
The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 147
When you can make huge claims honestly, then dont be shy about
making them!
The Semontier Strategy Letter #20
Page 148 AWAI Direct Mail Hall of Fame
The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 149
Paul turns the absence of a discounted offer into proof of
product value ... genius!
Transub-stantiation again. He shows how this small investment is
a lot like gaining a huge asset ...
The Semontier Strategy Letter #20
Page 148 AWAI Direct Mail Hall of Fame
The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 149
Paul turns the absence of a discounted offer into proof of
product value ... genius!
