The Economist Letter #7

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This letter goes straight to an Up-Front Deal ...

Overview This letter with an offer to give you something free is a disarming approach. The whole letter is written with an air of sophistication and structured to make you feel drawn into and included in an elite circle.

Its also good use of the Hare Krishna Principle. Something for nothing makes me want to listen ...

Notice the potent Inner Circle lead. This is just a magazine, but it feels like a secret privilege...

The phrase non-transferable order card hammers it home. This is an Exclusive offer ...

The Economist Letter #7

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The Economist Letter #7

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You cant get much better credibility copy than a respected, third-party opinion ...

Always ask yourself: What is my readers Point of Maximum Anxiety? That is, what keeps him up at night?

Exclusively again. Feel the reader pulling the message taut? This is the Golden Thread...

The Economist Letter #7

This is a Problem- Solution progression. That is ... dont sell, SOLVE.

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The Economist Letter #7

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Genius at work! The writer insists on the deal ... but still lets the reader feel responsible for the decision.

The Economist Letter #7

Ask, ask, ask for the order ...

Exclusively to the end, even in the P.S. this Golden Thread holds the message together.

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