$2 Billion Wall St. Journal Letter: The Most Successful Letter In the History of the World

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I think that for writing effective sales letter we have to master Copywriting, which is writing for selling.

And The best copywriting sales letter is:


Tale Of Two Young Men

Below is exactly what all the marketers think about "The Greatest Sales Letter of All Time."

It leads $2 billion worth of Wall St. Journal subscriptions & ran from 1975-2003 with only minor edits.

What makes this letter particularly interesting is that there is strong proof suggesting the story of the letter was swiped from older ads, specifically from advertisements for The Alexander Hamilton Institute (a popular correspondence school at the time).







I've included those advertisements too so you can see the resemblances.

Now, let's enter the actual letter.

The very first three paragraphs are teeming with optimism. It begins like a feel great story of "two males" who graduated together 25 years ago & are really pleased with essential locations of their life.

We're hit with a down note.

One male ended up being more "successful in service" than the other.

For Wall St. Journal readers, this is a soft area. They crave to be the quintessential entrepreneur that achieves great success & high status.

Now they're confronted with the idea that it might go downhill for them or relatively currently did - now, how can they avoid such a painful situation from moving forward. This is where the Journal emerges as the solution, mentioning that the unique success aspect is "applied knowledge".

Exactly what makes this "single" option particularly credible is that the 2 males are depicted as being the same in each method.

It leads you to the presumption that there must be something very particular that is missing out on between the 2. The pitch would not have the same result if we were led to think that there are many factors included.

The rest of the letter finished with the Journal selling itself & then presenting a soft, low-cost offer followed by a larger yearly deal. Completion of the letter ends up the loop, enhances the resemblances between the males & how applied knowledge is exactly what's the difference aka The Journal.
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  • Profile picture of the author laurencewins
    Do you have that letter in either Word or PDF format? I want to read it but this one is far too blurry.
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    Cheers, Laurence.
    Writer/Editor/Proofreader.

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