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  #1  
Old September 13, 2003, 08:54 AM
Michael S. Winicki
 
Posts: n/a
Default Gary H. Part 2...

Gary Halbert has a new letter up promoting his upcoming seminar. I'm not posting the link below to push his seminar. I'm posting it because in this letter Gary gives you a powerful example of how to weave stories into your selling copy.

This is what separates the great copywriters from all the rest of us. While we'll just start pelting benefits at the heads of the prospect, the great copywriters will sneak a story or two into the mix before they start carpet bombing with the benefits. Gary Halbert does it. Joe Sugarman does it. Ted Nicholas does it. Quite often these icons of marketing will skip the benefits all together and just rely on the story to sell the product. If you can learn how to use stories successfully in your copywriting it will be like someone just handed you a key to the bank vault.

Take care,

Mike Winicki


Gary H. is at it again...
  #2  
Old September 13, 2003, 10:55 AM
Robert Campbell
 
Posts: n/a
Default Speaking of stories ...

Hi Michael,

Do you know where the well-known (and successful) Wall Street Journal sales letter that told the story of two college graduates -- one who read the WSJ and one who did not -- and how their careers turned out for them?

Excellent post.

Robert Campbell


Timing the Real Estate Market
  #3  
Old September 13, 2003, 11:05 AM
Dien Rice
 
Posts: n/a
Default He was browsing in a Paris antique shop in the 18th arrondissement one winter

Here's some more fascinating story copy...



Of course, it's from the J Peterman Catalo - errr, I mean, the J Peterman Owner's Manual. You can read more "stories" at the link below!

- Dien


The J Peterman Owner's Manual
  #4  
Old September 13, 2003, 11:17 AM
Dien Rice
 
Posts: n/a
Default On a beautiful late spring afternoon, 25 years ago, two young men graduated from the same college

> Do you know where the well-known (and
> successful) Wall Street Journal sales letter
> that told the story of two college graduates
> -- one who read the WSJ and one who did not
> -- and how their careers turned out for
> them?

For those who may not know it - here it is....

Dear Reader:

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 men returned to their 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.

A Publication Unlike Any Other

You see, The Wall Street Journal is a unique publication. It's the country's only national business daily. Each business day, it is put together by the world's largest staff of business-news experts.

Each business day, The Journal's pages include a broad range of information of interest and significance to business-minded people, no matter where it comes from. Not just stocks and finance, but anything and everything in the whole, fast-moving world of business... The Wall Street Journal gives you all the business news you need–when you need it.

Knowledge Is Power

Right now, I am reading page one of The Journal. It combines all the important news of the day with in-depth feature reporting. Every phase of business news is covered, from articles on inflation, wholesale prices, car prices, tax incentives for industries to major developments in Washington, and elsewhere.

And there is page after page inside The Journal, filled with fascinating and significant information that's useful to you. A daily column on personal money management helps you become a smarter saver, better investor, wiser spender. There are weekly columns on small business, marketing, real estate, technology, regional developments. If you have never read The Wall Street Journal, you cannot imagine how useful it can be to you.

Much of the information that appears in The Journal appears nowhere else. The Journal is printed in numerous plants across the United States, so that you get it early each business day.

GREAT INTRODUCTORY PRICE!

A $28 Subscription

Put our statements to the proof by subscribing for the next 13 weeks for just $28. This is the shortest subscription term we offer–and a perfect way to get acquainted with The Journal. Or you may prefer to take advantage of a longer term subscription for greater savings: an annual subscription at $107 saves you $20 off The Journal's cover price. Our best buy–two years for $185–saves you a full $69!

Simply fill out the enclosed order card and mail it in the postage-paid envelope provided. And here's The Journal's guarantee: Should The Journal not measure up to your expectations, you may cancel this trial arrangement at any point and receive a refund for the undelivered portion of your subscription.

If you feel as we do that this is a fair and reasonable proposition, then you will want to find out without delay if The Wall Street Journal can do for you what it is doing for millions of readers. So please mail the enclosed order card now, and we will start serving you immediately.

About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?

Knowledge. Useful knowledge. And its application.

An Investment In Success

I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.

Sincerely yours,

Peter R. Kann

Executive Vice President/
PRK: vb Associate Publisher
Encs.

P.S. It's important to note that The Journal's subscription price may be tax deductible.
 


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