knowledge products - ideas that rocked the world

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  • 8/18/2019 Knowledge Products - Ideas That Rocked the World

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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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    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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    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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    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.