Gary Halbert is widely considered the world's greatest copywriter and his greatest success is this famous "Coat-of-Arms" letter. This 1-page letter was mailed...View More
for more than 30 years to more than 600,000,000 people. In this edition of his newsletter: http://www.thegaryhalbertletter.com/Newsletters/zlkh_direct_mail_nerd.htm Gary talks in depth about the strategy behind it. It was his "do or die letter." He was struggling financially at the time & created a scenario in which his life depended on this letter. He started at the desired result of having the recipient open the mail & read it. From this end, he theorized that the piece couldn't look like promotional mail. It had to look like personal mail which is why he used a plain envelope hand-addressed & stamped with a single letter inside. On top of this, he targeted specific family names like Macdonald (since he was selling family crests) so he could address letters with their exact name mentioned throughout the letter. If you're interested in hearing Gary explain the 11 "hidden persuaders" in this letter, listen to this MP3 interview of him explaining it all: http://www.markjoyner.name/temp/halbert/joynerhalbert.mp3
