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-   -   The Nancy (Halbert) Letter (http://www.sowpub.com/forum/showthread.php?t=2335)

Mitch Austin February 22, 2002 09:36 PM

The Nancy (Halbert) Letter
 
I've read the so called "Nancy" letter several times to learn the form and structure of the letter and the final product sold. But here's my question. If i'm not mistaken what's being sold is just a copy of an old family coat of arms. Very clever. But what do we have today (product) that we could use inline with this same marketing strategy and repeat this success? Maybe newly born baby names? Street address, maybe an ancient archle of information concerning street address numbers? Or is the coat of arms deal still available today to replicate?

Any ideas?

Mitch

Paul February 22, 2002 10:01 PM

Re: The Nancy (Halbert) Letter
 
Hi Mitch,

A few things to consider...

1. The product outlined in the Nancy letter could easily fit into a regular envelope for mailing out.

2. The letter is personal... as if your brother or an acquaintance wrote it. One of the keys to it's success.

3. The product only costs a couple of bucks so there is virtually no risk in ordering.

4. The product is highly personalized... a keepsake if you will. Most people at one time or another think about tracking their roots or finding out where they came from.

A few years ago on an infomercial on late night TV, I saw an adorable offer for a videotape for kids. It featured that dinosaur Barney talking directly to the kid.

All you had to do was send them a picture of your kid, a little info about them and the company would add a cutout of your kids head to the video in the appropriate places. Barney would sing songs and talk directly to the child as well.

I still have the video. It's SOOOO cute.

Anyway, for something like the product offered in the Nancy letter... IMHO it's the personalization/keepsake/getting in touch with your roots aspect that made it so powerful. Not to mention that Halbert's copywriting is outstanding as well.

Any ideas now!

Respectfully,

Paul Short

Michael Ross February 23, 2002 12:43 AM

The TRUTH about The Nancy (Halbert) Letter
 
Based on previous information about the number of Nancy letters being mailed and the number of orders received, I calculated that the letter was pulling about 2%.

And at that rate, you aint gonna get rich. You're lucky to break even!

The REAL MONEY, in my opinion, was in the back end... a framed coat of arms for $20. A family name book (phone book?) for something similar, plus other similar items.

But even IF the initial mailing did produce a profit, I could not, in good conscience, sell the item or a framed coat of arms...

My research also reveals that a coat of arms was an individual thing... NOT something passed down from generation to generation. The coat of arms was given to the individual of the time.

And while the customer might not know... *I* would know.

If you want to do the coat of arms thing, just do it. Halberts is now out of business. I even bought one during my research into this idea - I got a cheap plastic shield with a sticker on it for $40 or $50 ($80AUS - $100AUS).

But make sure you a clear with yourself that you are probably selling a fraudulent product.

(see links below)

If you want to do something similar - sell a simple one page info. product that touches on historical ideas - why not a brief history of your town? Or historical data related to certain businesses/industries.

You just might discover you can put together a themed website with related products like:
http://www.combatwrestling.com/
http://thinkandreachpar.com/tarp/
http://www.prosperballoons.com/

You don't have to start there... you can grow to it.

As for simple ideas... re-read BYBA - not available anymore at any price, but you've been around long enough and should have a copy.

Links relating to Halberts Coat of Arms (there are plenty more if you wish to do your own search about the genuineness of crests):

http://www.baronage.co.uk/bphtm-01/caveat02.html
http://blacksheep.rootsweb.com/halberts.htm
http://www.ancestry.com/library/view/columns/eastman/3538.asp

Michael Ross.
Get the new and improved Writer's Friend V2 because
it will help you tremendously and you have no risk
http://www.sowpub.com/writersfriend.html

Chris February 23, 2002 01:56 AM

Re: The TRUTH about The Nancy (Halbert) Letter
 
While I didn't know (remember?) about the coat-of-
arms being more an individual thing than a family
thing, something just didn't sit right with me
when I read that letter.

I can accept the letter being written in the
"voice" of his wife. And, while I don't know the
actual origins of the project, I can believe that
it MAY have started out as an actual research
project on behalf of friends. But, we KNOW that
the same letter went to people with dozens
(hundreds? thousands?) of different names. Also,
the statements that they had just "a few extra
copies made" and their "supply is pretty slim" is
ridiculous.

Don't get me wrong -- Halbert is a copywriting
genius, and I "eat up" everything I hear or read
from him. Unfortunately, this is one example
where the ethicality is... shall we say, less
than perfect.

Nevertheless, a wonderful lesson in form & style.

Chris

> Based on previous information about the
> number of Nancy letters being mailed and the
> number of orders received, I calculated that
> the letter was pulling about 2%.

> And at that rate, you aint gonna get rich.
> You're lucky to break even!

> The REAL MONEY, in my opinion, was in the
> back end... a framed coat of arms for $20. A
> family name book (phone book?) for something
> similar, plus other similar items.

> But even IF the initial mailing did produce
> a profit, I could not, in good conscience,
> sell the item or a framed coat of arms...

> My research also reveals that a coat of arms
> was an individual thing... NOT something
> passed down from generation to generation.
> The coat of arms was given to the
> individual of the time.

> And while the customer might not know... *I*
> would know.

> If you want to do the coat of arms thing,
> just do it. Halberts is now out of business.
> I even bought one during my research into
> this idea - I got a cheap plastic shield
> with a sticker on it for $40 or $50 ($80AUS
> - $100AUS).

> But make sure you a clear with yourself that
> you are probably selling a fraudulent
> product.

> (see links below)

> If you want to do something similar - sell a
> simple one page info. product that touches
> on historical ideas - why not a brief
> history of your town? Or historical data
> related to certain businesses/industries.

> You just might discover you can put together
> a themed website with related products like:
> http://www.combatwrestling.com/
> http://thinkandreachpar.com/tarp/
> http://www.prosperballoons.com/ You don't
> have to start there... you can grow to it.

> As for simple ideas... re-read BYBA - not
> available anymore at any price, but you've
> been around long enough and should have a
> copy.

> Links relating to Halberts Coat of Arms
> (there are plenty more if you wish to do
> your own search about the genuineness of
> crests):

>
> http://www.baronage.co.uk/bphtm-01/caveat02.html
>
> http://blacksheep.rootsweb.com/halberts.htm
>
> http://www.ancestry.com/library/view/columns/eastman/3538.asp
> Michael Ross.
> Get the new and improved Writer's Friend V2
> because
> it will help you tremendously and you have
> no risk
> http://www.sowpub.com/writersfriend.html

Michael S. Winicki February 23, 2002 09:07 AM

I believe Gary came across...
 
> While I didn't know (remember?) about the
> coat-of-
> arms being more an individual thing than a
> family
> thing, something just didn't sit right with
> me
> when I read that letter.

> I can accept the letter being written in the
> "voice" of his wife. And, while I
> don't know the
> actual origins of the project, I can believe
> that
> it MAY have started out as an actual
> research
> project on behalf of friends. But, we KNOW
> that
> the same letter went to people with dozens
> (hundreds? thousands?) of different names.
> Also,
> the statements that they had just "a
> few extra
> copies made" and their "supply is
> pretty slim" is
> ridiculous.

> Don't get me wrong -- Halbert is a
> copywriting
> genius, and I "eat up" everything
> I hear or read
> from him. Unfortunately, this is one example
> where the ethicality is... shall we say,
> less
> than perfect.

> Nevertheless, a wonderful lesson in form
> & style.

> Chris

a woman that was doing something similar...but on a very small scale. It resulted in an 'A-Ha' moment for Gary and the 'Nancy-Letter' was born. Gary proved (as is often the case) the marketing of a concept is more important than 'inventing' the concept. I find the Nancy-Letter to be a terrific example of a powerful direct marketing piece that only takes one page. How many of us are getting direct marketing pieces that consume page after page...and still never get the message home. At least in my own 'swipe-file' I have darn few good, one-page DM pieces. Perhaps someone like Tony B. has a good collection of them but I have to believe there are only a few out there as good as the Nancy-Letter.

Take care,

Mike W.

Mike Rodman February 23, 2002 10:08 AM

My Brush With Deception
 
Michael ~

Couldn't agree personally with you more. When my ex-wife and I shut down our hobby site on cross-stitching, we explored the family 'Coat-of-Arms', as cross stitch patterns.

I had access to quite a list of recent buyers and had considered designing a 'Coat-of-Arms' pattern where they could stitch their names across the top. Along with their town or city across the bottom.

Even went so far as to do the actual designing and layout of the pattern.

Using the Nancy Letter as a template and beginning the test price at $49.95 (This WAS a SPECIALTY ITEM "DESIGNED" just for them... "Perceived Value"), we were almost set to go.

Except it just didn't feel right... A 'Coat-of-Arms' isn't anything historical as you mention. There is no doubt in my mind with the innocence and trustworthiness of the average cross-stitcher, this would have done very well. We cancelled the project.

One thing about being able to create a project so quickly and implement it is.. You get so wrapped up in your development you lose sight of the things around you.

Would it have worked??? Yes...

Would it have pulled many orders??? I believe so...

Could I have cashed the checks??? Oh yeah!!!

Would I have had a nagging voice in the back of my mind??? Certainly would have...

End decision??? Not worth it...

It wasn't illegal and no laws would have been broken. The project was all on the up-and-up as far as legalities were concerned. But it came to close to line for me...

Good call on your reply Michael... Many new people to the Internet are so wrapped up into creating a product or pushing a MLM or affiliate program, they lose sight of the bigger picture for them self. And get involved in something questionable before they realize it.

Success and Regards... Mike

www.CrashCourseMarketing.com
...The fastest growing eZine for Sales
Professionals and Internet Marketers...

Ernani March 8, 2002 08:41 PM

Where ca I get a copy of the letter (DNO)
 

Dien Rice March 8, 2002 08:52 PM

Here's where you can find it....
 
Hi Ernani,

Gordon Alexander posted Gary Halbert's "Nancy" letter earlier....

Here is a link to Gordon's post:

http://www.sowpub.com/cgi-bin/forum/webbbs_config.pl?read=6751

- Dien Rice


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