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The Semontier Strategy Letter #20
Page 146 AWAI Direct Mail Hall of Fame
Overview This letter is the first project done by Paul Hollingshead, written under the guiding hand of Michael Masterson. It netted sales in the millions of dollars. This letter is a classic direct mail promotion, using the architecture of direct mail perfectly: promise, picture, proof. It is also a great example of the power of knowing your audience.
The letteropens with a bold promise.
This story about two prospects was made popular by the Wall Street Journal promo on page 1, but it can work for all kinds of products.
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The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 147
When you can make huge claims honestly, then dont be shy about making them!
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The Semontier Strategy Letter #20
Page 148 AWAI Direct Mail Hall of Fame
The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 149
Paul turns the absence of a discounted offer into proof of product value ... genius!
Transub-stantiation again. He shows how this small investment is a lot like gaining a huge asset ...
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The Semontier Strategy Letter #20
Page 148 AWAI Direct Mail Hall of Fame
The Semontier Strategy Letter #20
AWAI Direct Mail Hall of Fame Page 149
Paul turns the absence of a discounted offer into proof of product value ... genius!
