23 replies
Delta Air Lines, Inc.
P.O. Box 20706
Atlanta, Georgia 30320-6001







Dear

Mr Bates




It happened last week at Sea-Tac, as I was swilling the last drop of frothy chilled soda around the bottom of its cold glass.


My travel wallet, half open on the table revealed a photo of Jessica, my wife of five-years. As I gazed at the 6 x 4 and drifted into my own little world: as I do when thinking of her. I heard a sharp clunk through the lounge glass: and quickly turned.


Across my shoulder; I squinted out from my snug Sky Club chair and saw a middle aged man much like myself. Outside the lounge in the main boarding area. He stumbled hastily with his carry on.


To the point where he eventually spilled his own canned soda into his belongings. I recognized the shear horror on his face immediately.
The look of a man who had just soaked his passport: and a flicker hope in his eyes that the TSA would allow him on the flight.


Most would of sniggered, I gently frowned.


You see, I had only seen this man for a second. But I knew right away how he felt. Rendering his passport unreadable was one thing, ruining the photo of his wife was another.


In a world where digital memories are fleeting at best. Those paper stamped imprints of our loved ones mean so much. They make travelling worth while for me. Something to smile at as I count the hours left.


Before I see my Jessica again.


I joined Delta Sky Club around a year before: after an identical incident. That gut wrenching: heart stopping realization that you may have just blown your chance to fly today.


We are all just a rushed soda away from heartache. We are all: each one of us, a few rushed steps away from disaster.


And having sat for the 11 hours across the Atlantic from Sea-tac to Charles De Gaulle on that day of my identical accident. I couldn't help wonder two things.


How on earth security had accepted my passport. And how sad the flight had been. Not having Jessica propped up against the seat tray. Of course I'm not suggesting: that you too carry a photo of your loved one during long flights.


I'm not a mind reader. But I know that everyone has a routine.
A good luck charm. Something they do or carry about their person to make flying the best it can be.


Sure Delta offer outstanding service and industry leading levels of comfort. But inside us all is a little world we call home.
And the fragments of love and familiarity we carry with that world: are so important to us.


A day or so after I had landed in France: I called and joined Delta Sky Club. The comfy chairs and superior meals and drinks were nice: in the sky club lounges. But it was really the other benefits that sold me. Not having to rush because I had pre security clearance.


Not having to stress about seating as I could cherry pick my best seat: and given access to board a good while before anyone else. Which in turn gave me more time to rest in the club lounge and enjoy a beer and sandwich. Even take a shower if I needed to.


All while the staff made sure the satellite TV had the latest news. And the Wall Street Journal sat open among the other newspapers set out for my convenience.


But oddly enough I still didn't join Sky Club for those reasons.


No the real reason I joined Delta Sky Club is because after my incident, with my soda soaked passport. I had resolved to never again let stress dictate my life. To never rush or be rushed.
Because if the consequence was not seeing Jessica for my lonely flight back to France. Then frankly it wasn't worth it.




Of course every person is different. I can no more convince you to join Delta Sky Club: as you could convince me that it isn't worth the money.
In those circumstances we would both be stubbornly self assured.


But for me, flying is always easier when I have comfort and peace of mind. When I know that the end of the journey, is going to be as settled and cosy as the start.


And that the bit in the middle is just right. And for me being just right.... is seeing that 6 x 4 of Jessica.


11 hours without her long auburn hair and crystal blue eyes would seem like an eternity.


But every time I relax back into my chair, and smile at her.


I remind myself why I pay the $495 annual fee.


I pay it because it sure beats the hell out of dashing around.


What do you need to make your flight "just so"? Or more importantly, what do you intend to take advantage of when you sign up?


Have a great flight next time you fly Delta.


And I will see you in the Sky Club Lounge.




P.S - I know you are smart enough to understand... that the guy I saw.
Was just a ghostly memory of myself a year earlier. But that's the beauty of Sky Club. It allows you to reflect on how far you have come in life. A privilege for those that have earned it.




Sincerely


Jack Larson


Delta Sky Club Member
Tacoma
Washington
#copy #critique #requested
  • Profile picture of the author Tim R
    What is the point of this letter?

    To show off your ability to write prose or to convince the reader to sign up for the service?

    The whole thing is about you, there isn't a single reason why someone would care enough to read the whole letter, let alone take whatever action you want them to (this isn't even clear).

    Best thing you can do is throw this in the bin and then read some copywriting books and study some successful letters.
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    • Profile picture of the author JamesDLayton
      Thank you for you valid input. I appreciate it. James
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author The Copy Nazi
    Banned
    Master Bates, stick to your cleaning job. This is just pitiful. Apart from the excruciatingly awful writing, the grammar is in a world of its own. Where that world is I couldn't say.
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    • Profile picture of the author JamesDLayton
      Originally Posted by The Copy Nazi View Post

      Master Bates, stick to your cleaning job. This is just pitiful. Apart from the excruciatingly awful writing, the grammar is in a world of its own. Where that world is I couldn't say.

      I hope you know I love you and want to have your babies.
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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    • Profile picture of the author Cam Connor
      I'd say you need to follow a process like AIDA (or something similar). The story does get my attention early on, but you never move on from attention, and then slowly, you lose that too. A quick, engaging story to grab the readers attention, then start piquing their interest in what you have to offer. The whole letter focused on Attention and eventually loses it imo.
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      • Profile picture of the author JamesDLayton
        Originally Posted by Cam Connor View Post

        I'd say you need to follow a process like AIDA (or something similar). The story does get my attention early on, but you never move on from attention, and then slowly, you lose that too. A quick, engaging story to grab the readers attention, then start piquing their interest in what you have to offer. The whole letter (at least as far as I was willing to read, which is about halfway) focused on Attention and eventually loses it.
        I actually wrote this from JUST a story point of view. Not really a sales letter at all. More just the bare bones of what the letter would be. Empathy with the guy that nearly screwed up his flight. And how Delta SC could circumvent that. I see your point. I actually thought about following a step by step method (CopyNazi posted one a while back). Which I DO follow for clients I just write what I feel for my own practice letters as this is. As well as writing out others longhand for practice. Dan Kennedy at the moment.
        Signature
        "We are what we think about
        all day long." - Earl Nightingale
        One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author Cam Connor
    Yea, my point was that the story starts out engaging and then drones on a little bit in my opinion.. Great stuff though.
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    • Profile picture of the author JamesDLayton
      Yep yep I do see your point. Get the premise out of the way and move onto why the reader should join Sky Club quickly. Thank you for your input.
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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      • Profile picture of the author sethczerepak
        Originally Posted by JamesDLayton View Post

        Yep yep I do see your point. Get the premise out of the way and move onto why the reader should join Sky Club quickly. Thank you for your input.
        That's exactly what I would have suggested.

        Want to know the real problem? Read your own signature. Don't know where you got that mindset from but it's ridiculously inaccurate.

        Copywriting is more about selling than it is about writing.
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        • Profile picture of the author JamesDLayton
          I know but I'm learning. Everyone looks for an angle and by god if i can give Hunger Games a run for its money (all be it for 2 ******* days in the charts) I would surely go with it right? Yeah wrong. But I know what you mean. I'm getting there....
          Signature
          "We are what we think about
          all day long." - Earl Nightingale
          One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author The Copy Nazi
    Banned
    Dude, nobody's interested in your lame story about the "frothy chilled soda" and Jessica's "long auburn hair and crystal blue eyes". Cut to the chase.

    "Know what? I coughed up $495 to join Delta Sky Club after some idiot spilled a whole can of cherry-cola all over my passport just as I was about to go through security last month.

    That idiot was me.

    $495 sounds like a lot of money just for the privilege of using a pre-flight lounge doesn't it?

    But I'll tell you what... there's a lot more to Delta Sky Club than free peanuts, the newspaper and a comfy lounge chair.

    Let's face it - flying is a pain in the ass these days.

    You have to get to the airport at least 2 hours before your flight.

    You have to make sure you don't have any nail-scissors...or mace...or a water-pistol...or a blow-up doll in your bag.

    You have to submit to some asshole giving you a full body-scan.

    (blah blah)

    But when you're a member of Delta's Sky Club you get (blah blah)

    Then work the cherry-cola thing in again and wrap it up. Its the old hit the pain points and then supply the remedy. Get over the $500 joining fee by breaking it down into what you can screw out of them over a year. Make it funny - "Let's see... fill your pockets with crackers and peanuts, steal 3 newspapers and a TIME magazine, take a shower, flirt with the hostess, stuff your face with sandwiches, use the WIFI to access porn, take another shower... Know what that's worth over a year? Lot more than $495 dude.
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    • Profile picture of the author sethczerepak
      Originally Posted by The Copy Nazi View Post

      Dude, nobody's interested in your lame story about the "frothy chilled soda"
      Hey, not so fast. I did get the unshakable urge to head to the fridge and pop open a fresh, ice cold bottle of bubbly bliss.
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      • Profile picture of the author Cam Connor
        Originally Posted by sethczerepak View Post

        Hey, not so fast. I did get the unshakable urge to head to the fridge and pop open a fresh, ice cold bottle of bubbly bliss.
        That's another great point... your story has a bunch of stuff that's irrelevant to the problems you're trying to solve. I would change that.
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        • Profile picture of the author sethczerepak
          Originally Posted by Cam Connor View Post

          Hell, I'm afraid to sign up for the Flyer's Lounge now... what if they give me free soda and I spill it on one of my pics?
          No worries.

          For a limited time you can buy a trusty photo backup service.

          Comes with a free bib.
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        • Profile picture of the author JamesDLayton
          Originally Posted by Cam Connor View Post


          You are actually good at getting people emotional

          Hence why our comments about the hostess were removed??
          Signature
          "We are what we think about
          all day long." - Earl Nightingale
          One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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    • Profile picture of the author JamesDLayton
      Funny thing is I did attempt that very thing!! But then I thought maybe DSC members would not be into that kind of writing? I will take it on the chin then.... I done wrong bubba.
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author Yvon Boulianne
    this thread is a lost of times
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    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by Yvon Boulianne View Post

      this thread is a lost of times
      That's either very profound or just very inscrutable.

      But whichever, I thought the opposite: it's neither bad nor unhelpful at all, as these things go ...


      .
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      • Profile picture of the author JamesDLayton
        I went with profound. I'm sick as a parrot today and quite like the idea of a genius reading my work. When I say read of course, I mean clamber through.

        J
        Signature
        "We are what we think about
        all day long." - Earl Nightingale
        One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author angiecolee
    James, dear. .. You're still in love with your own words.

    To repeat my oft-quoted screenwriting Prof's timeless wisdom: don't be afraid to kill your babies.

    Meaning if a story or phrase or clever play on words is ******* BRILLIANT, but does nothing to advance your story, take an axe to it and put it out of its misplaced misery.

    Your prose, while a little less tight than I personally prefer (I couldn't stand Tolkien, and most my age think he's a god among men), is wonderfully vivid. Find a way to make it work and still make the sale, otherwise save it for your opus.
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    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by angiecolee View Post

      I couldn't stand Tolkien
      Always pleased to know I'm not the only one here with an acute Tolkien allergy.
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      • Profile picture of the author BudaBrit
        Originally Posted by Alexa Smith View Post

        Always pleased to know I'm not the only one here with an acute Tolkien allergy.
        His imagination and ability to create a world is still pretty much second to none.

        His story telling and writing style...well, let's just say it left a bit to be desired.
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    • Profile picture of the author JamesDLayton
      Maybe because I live a stones throw from Sarehole Mill his ghost is rubbing off on me. Gandalf The Violet?
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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