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