How one direct marketing piece brought in more than $2 BILLION!
This one letter was the Wall Street Journal's leading direct marketing piece for more than 20 years. During that time, nothing beat it. Created in 1974 by Martin Pommeroy, it's been called a circulation manager's dream. Best of all, the concepts used can be used in any marketing letter and for just about any offer.
Just take a look at the opening ...
'On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college,' it begins. 'They were both very much alike, these two young men. Both had been better than average students, both were personable and 'as young college graduates are'both were filled with ambitious dreams for the future. Recently, these men returned to their college for their twenty-fifth reunion. They were still very much alike. Both were happily married. Both had children. But there was a difference. One of the men was a manager of a small department of that company. The other was the president.'' Of course, the difference is the solution offered. One subscribed to WSJ and the other did not.
How can you create your own $2 BILLION letter?
Use this letter as template to create your own story about two people and explain what happens when one person uses your product and the other doesn't. Begin by talking about how similar the two people are and how they seem to be on parallel paths. Next, talk about how one enjoyed success while the other did not. Then explain how the person who became successful did so as a result of using your product. Tell your own story! Remember, he who controls the story, wins!