This wildly famous direct mail letter offered an exclusive, high-end, 26-day expedition throughout the world's polar regions. It was sent out to a list of men...View More
who were owners of large boats & jets. The expedition was modeled after a course set by pioneer Admiral Byrd who passed away and had a center built for others to continue his work. Copywriter, Hank Burnett, does a brilliant job of showcasing Byrd's legacy and stressing the importance of the mission at hand. He continually harps on how much of an impact you would have on the world by going on this trip. Overall, it makes you feel you would be an All-American hero simply by going on this mission. You would be praised by distinguished authorities & receive documentation & photos to show off this once-in-a-lifetime experience with others. Burnett goes into intensive detail as to what the excursion will cover, painting a picture of how legendary the trip would be. Overall, it's an incredibly alluring promotion to read that makes you want to do something this life-changing & significant yourself. Needless to say, the 60 available spots were easily sold, bringing in $600,000 in just a few months. Use this letter as an example of sell high-end experiences & selling people on the significance they will feel by purchasing them.
