Popular Mechanics Letter #12

Page 90 AWAI Direct Mail Hall of Fame

Popular Mechanics Letter #12

AWAI Direct Mail Hall of Fame Page 91

Great “I’m Like You” lead ...

— Overview —This letter uses an invitation to the ‘average guy,’ and it somehow makes that seem like an exclusive group. A Johnson Box, a common enemy, handwritten notes, fascinations, and a strong P.S. are all elements to take note of in this letter.

This is a classic example of the “Johnson Box” — non-headline sales copy before the main body of the letter ...

Do you notice how the handwritten notes throughout make this letter feel more “one-on-one” personal?

Popular Mechanics Letter #12

Page 90 AWAI Direct Mail Hall of Fame

Popular Mechanics Letter #12

AWAI Direct Mail Hall of Fame Page 91

Great “I’m Like You” lead ...

— Overview —This letter uses an invitation to the ‘average guy,’ and it somehow makes that seem like an exclusive group. A Johnson Box, a common enemy, handwritten notes, fascinations, and a strong P.S. are all elements to take note of in this letter.

This is a classic example of the “Johnson Box” — non-headline sales copy before the main body of the letter ...

Do you notice how the handwritten notes throughout make this letter feel more “one-on-one” personal?

Popular Mechanics Letter #12

Page 92 AWAI Direct Mail Hall of Fame

Right in the middle of the guarantee, he injects more big promises. Great idea!

Popular Mechanics Letter #12

AWAI Direct Mail Hall of Fame Page 93

“How To” information never goes out of style. Well done.