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Knowledge Products Letter #23
Page 178 AWAI Direct Mail Hall of Fame
— Overview —
This letter tackles the challenge of making audiotapes of famous philosophers appealing. The writer
uses short, active sentences to keep the letter fast-paced. She also manages to convince the reader
that the compilations on these tapes make listening to philosophers fun, without ever suggesting that
philosophy is over the reader’s head.
This letter openswith the offer —
a successful
technique in this
case because the
offer is so
appealing.
Note the short
sentences and
sentence
fragments —
It makes the
letter an easy
read.
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Knowledge Products Letter #23
AWAI Direct Mail Hall of Fame Page 179
The great offer
is key to
making this sale.
The writer
highlights that.
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8/18/2019 Knowledge Products - Ideas That Rocked the World
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Knowledge Products Letter #23
Page 180 AWAI Direct Mail Hall of Fame
The
history of
philosophy
summed up
in 5 lines
— brilliant!
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4/6
Knowledge Products Letter #23
AWAI Direct Mail Hall of Fame Page 181
It’s a great
idea to help
the reader
picture his
own
success ...
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8/18/2019 Knowledge Products - Ideas That Rocked the World
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Knowledge Products Letter #23
Page 182 AWAI Direct Mail Hall of Fame
Use full
names to signtestimonials
whenever
you can ...
Is this
direct
mail?
I’m
actually
ready
to buy!
Aren’tyou?
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Knowledge Products Letter #23
AWAI Direct Mail Hall of Fame Page 183
“... and allfor just $1.”
This simple,
non-
threatening
offer is
impossible
to turn
down.