From the desk/computer/yacht of...

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Does anyone even still use phrases like that anymore? It's like the "Dear Friend" stuff that makes me cringe any time I read it.
#copywriting #desk or computer or yacht #from the desk of
  • i certainly dont use them anymore
  • Who cares if it makes you cringe, what do your test results show?
  • I immediately think "From the outbox of..." would be amusing, but I don't know if that's a positive thing.
  • Sometimes. Depends on the niche, target market, and who is talking to them. I frequently use a more relaxed tone with some of my non-IM niches that I have products in.

    I've even been known to use things like "From The Cluttered Desk of:"

    Like Kyle said, you have to test to know what is working and what is not.
  • My latest one for one of my niches is "From the Netbook of..."
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    • "From the deepest, darkest recesses of the diseased brain of..."
  • Ditto! Makes me cringe too
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    • It's true it depends on the market and ultimately what the test results maybe.

      The last thing that you want to do is offend your prospect. I remember John Carlton opened up one of his golf ads with... "Dear golf nut". Another one he opened with "From Dr Mike O'leary, Prez OHP Guitar, then the classic If...then... Here's why."

      You want to use what's going to work. So, if the proven yet boring Dear friend works then that's what you should use. If it doesn't then don't use it.

      Best,

      Bill Jeffels
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  • For markets other than IM, I would definitely write something like John Carlton did -- i.e. "Dear Concerned Parent", and such. "Dear Friend" on IM sites make me think of some sleazy used car salesman trying to make me an offer I can't refuse

    Test results for the IM area that I've run with Dear Friend vs. not don't seem to show much of a difference. Likewise with "from the desk of" - although for certain products it does work. It's like people in the IM niche mentally skip over it anyway, which is what I expected to happen when you've seen countless sales letters.

    Just curious what other writers thought - but I'm inclined to agree with Kyle and Mike - use it when it works, drop it when it doesn't. I guess I've read so many letters, it still gets under my skin when people take the "easy way out" and plop "Dear Friend" in there like they know me
  • You can always just write in a "display ad" style and omit the "Dear Friend" opening and even the "Sincerely" close. It's less personal without such pleasantries, but it also cuts right to the chase. I like that.

    Johnny
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