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  1. New Comment
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    Posted 31st July 2021 at 04:22 AM by marcuslim marcuslim is offline
  2. New Comment
    Adie's Avatar

    A Single-Page Sales Letter So Successful ... They Had to Build A Bigger Bank!

    I think this is the greatest sales letter I ever read. I've known Gary Halbert back then (around 2004) and though I didn't meet him personally, I was saddened when he passed away... I have a copy of his book "The Boron Letters" which I read from time to time to get motivation.
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    Posted 19th August 2013 at 04:59 PM by Adie Adie is offline
  3. New Comment
    michaelhearne's Avatar

    A Clayton Makepeace Swipe for Your Collection

    Thank you - thank you - thank you!!!

    Been kicking around a the pieces for a conspiracy based sales letter for the last week - but didn't have a successful piece to model it after...

    This will be a huge help in getting this thing hacked out by deadline - thanks!!!
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    Posted 1st October 2011 at 01:16 PM by michaelhearne michaelhearne is offline
  4. New Comment
    Len Bailey's Avatar

    Copy Critiques, Coaching and Mentoring

    Hey, Warriors!

    I hate to say it, but I'll be suspending my coaching services for a few months. Not that I don't love helping out -- I just don't have the room in my schedule.

    I'll let you know when I can resume coaching. In the meantime, best wishes for big profits!

    Len
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    Posted 8th July 2011 at 04:32 PM by Len Bailey Len Bailey is offline
  5. New Comment
    Len Bailey's Avatar

    Buy Volvos. They're Boxy But They're Good.

    Hey, folks… I have some more information about this ad. And while they weren’t able to tell us the results, they were kind enough to share some insights into the thought process behind their advertising…

    Here’s what Dan Johnston (Product Communications guy for Volvo Cars of North America) had to say:

    “There is no one here from that era, except me, and I wasn’t doing advertising back then, nor now. In those days, what we needed to do was trade off our Swedishness, that what we do is about value, durability, quality, gosh something IKEA does today. Swedish design mentality is one of building something that lasts, even in terms of styling. In those days square box design crushed very well, good accident protection, again very Swedish to have a belief that whatever we do, it is about protecting people. In 1927 our founders wrote that concept as our charter for what we will be doing.

    “Not certain if that particular advertisement single handedly increased sales on 164’s. What it did do and all our advertising was toned for, was value and safety. As you can imagine the kicker was we had to deliver. Funny, when a Swede makes a promise, 99% of the time they keep it. With truthful advertising, product that supports our claims, we have delivered what customers expect.

    I know this isn’t what you were looking for but there are no people around who would remember is that ad was effective. I’d say that all our ads in those days were clever, support a brand promise, and helped up sell Swedish cars to Americans.

    “Marketing is about branding. Keeping a promise. Few believe corporate advertising these days, they look to media to judge products.

    “If you want an automotive example of how to ruin a brand, look at Nissan. In the ‘60 Datsun was a cheap, fun to drive, throw away car. Toyota was well built, Honda quality, Subaru cheap awd wagons. Datsun was forced to change their name to Nissan and no one knew what a Nissan was, they had to start all over. In fact, even today, you would be hard pressed to find from consumers what Nissan stands for. Brands are not made, nor changed over night. All too often marketing people stray from what the brand is about, in an effort to modernize a brand, they loose the equity of whatever was before their changes. Just like when MB tried to sell entry level cars, to capture more market share, buyers just would not accept that change, MB is all about my arriving in life, my ability to afford a prestigious car. Marketing people really need to understand what a brand is about, at very deep gut level, take away the icing and what is that cake made from kind of research. Tough for marketing/advertising people who don’t live the brand to understand all its funny little sweet spots.”

    Hope this helps!

    Until next time…

    Best wishes for success!

    Len

    PS - Dan was also nice enough to share another classic Volvo ad with us. You can view or download it here:
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    Posted 18th June 2010 at 08:34 AM by Len Bailey Len Bailey is offline
    Updated 17th May 2011 at 10:45 AM by Len Bailey (Fixed Photo Link)


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