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Gene Schwartz Letter #14 Page 98 AWAI Direct Mail Hall of Fame — Overview — This letter is a great example of benefits-oriented copy. The copywriter, Gene Schwartz, was legendary in the direct mail business for his ability to recognize and pack in benefits. In this letter he relied on testimonials, credentials, and explanations to help his readers become comfortable with an unfamiliar concept. And it worked. This famous headline promises great benefits with almost no work — a powerful promise if you can make it honestly.
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Gene Schwartz - Burn Disease Out of Your Body

Dec 05, 2015

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A Gene Schwartz ad.
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Page 1: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 98 AWAI Direct Mail Hall of Fame

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 99

— Overview —This letter is a great example of benefits-oriented copy. The copywriter, Gene Schwartz, was legendary in the direct mail business for his ability to recognize and pack in benefits. In this letter he relied on testimonials, credentials, and explanations to help his readers become comfortable with an unfamiliar concept. And it worked.

This famous headline promises great benefits with almost no work — a powerful promise if you can make it honestly.

By quoting directly from the book and sharing illustrations, the writer “Shows” instead of “Tells” how effective this technique can be ...

Page 2: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 98 AWAI Direct Mail Hall of Fame

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 99

— Overview —This letter is a great example of benefits-oriented copy. The copywriter, Gene Schwartz, was legendary in the direct mail business for his ability to recognize and pack in benefits. In this letter he relied on testimonials, credentials, and explanations to help his readers become comfortable with an unfamiliar concept. And it worked.

This famous headline promises great benefits with almost no work — a powerful promise if you can make it honestly.

By quoting directly from the book and sharing illustrations, the writer “Shows” instead of “Tells” how effective this technique can be ...

Page 3: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 100 AWAI Direct Mail Hall of Fame

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 101

Admit it ... weren’t you just thinking about stopping to try these techniques yourself?

Page 4: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 100 AWAI Direct Mail Hall of Fame

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 101

Admit it ... weren’t you just thinking about stopping to try these techniques yourself?

Page 5: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 102 AWAI Direct Mail Hall of Fame

The writer hits the “No Effort” many times over ...

Page 6: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 103

Page 7: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

Page 104 AWAI Direct Mail Hall of Fame

This is almost a “Liquidating Bonus” — Even though it’s FREE, it sounds as valuable as the main product. Resistance just melts away.

Page 8: Gene Schwartz - Burn Disease Out of Your Body

Gene Schwartz Letter #14

AWAI Direct Mail Hall of Fame Page 105

Testimonials “show” rather than “tell” too. These are like little stories all by themselves.