The Most Successful Single Piece of Advertising in The History of The World

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Denny Hatch to Paul Bell circulation manager at The Wall Street Journal:

"Paul, one million subscribers per year times $100 equals $100 million times 18 years is $1.8 billion times 55 percent equals $1 billion. If these numbers are correct, the Martin Conroy letter is directly responsible for bringing in $1 billion in revenues to The Wall Street Journal, and is, therefore THE MOST SUCCESSFUL SINGLE PIECE OF ADVERTISING IN THE HISTORY OF THE WORLD!"

The famous Martin Conroy 'Two Young Men' letter...

To see this sales letter please go to...

View topic - The famous: Martin Conroy 'Two Young Men' letter • MarketTorrent
#copywriting #advertising #denny hatch #history #martin conroy #piece #single #successful #successful advertising #two young men #wall street journal #world
  • The famous Wall Street Journal Two Men letter is an excellent example of the power of story telling.

    Thanks for the reminder.
  • Hey Pete, I've often wondered if that letter would still be as successful if it were sent out in this day and age.

    I've read a lot of discussions on it over the years and it seems the argument has opinions on both sides -- it's a good letter, but my personal opinion is that it wouldn't have the same pulling power nowadays.
    • [1] reply
    • It's also a good example of a direct swipe of a post civil war "two men" letter.

      That said... the title here is inaccurate.

      The most successful single piece of advertising is the bible.
      • [ 5 ] Thanks
      • [2] replies
  • intresting enough they dont actually state that one guy read th journal and one didnt.. the only thing I see is

    " The difference lies in what each person knows and how he or she makes use of that knowledge."

    and then they just delve into the pitch...
    any copy hacks care to comment on leaving the readership by the rich guy implied rather than stated....
    • [2] replies
  • Don't believe everything you read.

    Last quarter Apple sold 7.7 million ipad2s off a 30 second commercial called "We believe." That's over $3.85 billion in sales. What Apple did in 3 months is double what the WSJ did in 18 years. The quarter before last Apple sold 7.3 million ipad2s... over $3.65 billion using the "If you asked" commercial. The newest commercial is "We'll always" which will probably ring up another $3.xx billion in sales and then it's the holiday season.
    • [ 2 ] Thanks
    • [3] replies
    • That's some serious

      cash
      dough
      moolah
      bread
      bucks
      greenbacks
      duckets
      bacon
      buckaroos
      smack
      bills
      stash
      jack
      loot

      ...however you want to say it -- that's a lot.
    • It's also not accounting for what the dollar was really worth.

      The Wall Street Journal piece is pretty old, and I'd bet $1 then buys you 10 cents today.


      • [1] reply
    • Always remember to allow for inflation. Dollars back then are not the same dollars today.
      Oh I just saw Kelly say the same thing!
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  • If you're into audios, Michael Senoff interviewed Denny Hatch here...

    Denney Hatch Interview

    Pretty good interview.

    (Note To Eugene Schwartz Kool Aid Drinkers: Stop reading now this post now)

    Interestingly, he had some "unkind" things to say about Eugene Schwartz and his work.

    Alex
    • [ 2 ] Thanks
    • [1] reply
    • I know of a 7 million dollar publishing company that uses the 2 people, 2 directions and 2 outcomes approach for all their sales copy.

      Seems to be working fine in this age.

      Best,
      Ewen
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    The Most Successful Single Piece of Advertising in The History of The World

    Denny Hatch to Paul Bell circulation manager at The Wall Street Journal: "Paul, one million subscribers per year times $100 equals $100 million times 18 years is $1.8 billion times 55 percent equals $1 billion. If these numbers are correct, the Martin Conroy letter is directly responsible for bringing in $1 billion in revenues to The Wall Street Journal, and is, therefore THE MOST SUCCESSFUL SINGLE PIECE OF ADVERTISING IN THE HISTORY OF THE WORLD!"