The Greatest Sales Letter of All Time
So, just for interest, this is considered to be the greatest sales letter of all time. Apparently, this generated $2 billion in revenue for the Wall Street Journal. And that was decades ago I believe. However, the principles still hold true today.
Firstly, personalisation is key. Address your reader by name. Notice how it says "have you ever wondered" rather than "people often wonder".
Next, tell the story. Invoke emotion and make the reader want to know what happened. And everybody loves a success story.
Then, target your audience. When this letter was written, it was to persuade men to subscribe to the Wall Street Journal. Hence, the readers could relate to the people in the story.
For those of you who have an email list, you could perhaps learn from this. Tell a story that really grabs attention. You could certainly use something similar for a make money online site, with a call to action to join WA? Here is an excerpt from it. I hope you get some inspiration from it.
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future.
Recently, these two men returned to college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t always a native intelligence or talent or dedication. It isn’t that one person wants success and the other doesn’t.
The difference lies in what each person knows and how he or she makes use of that knowledge.
And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge – knowledge that they can use in business.…
What’s your story?