This letter is rumored to have brought in almost $1 BILLION.
Would you care to copy in your business the strategies and tactics of a sales letter with such an impressive track record?
Quite frankly, the first time I read this letter I couldn’t understand what made it so special.
But I read it again and again, and again …
And finally, the Red Sea started to part.
Here’s what I see now (do you agree or disagree with my analysis):
Dear Mr. Smith:
Quite frankly, the American Express Card is not for everyone. And not everyone who applies for Card membership is approved.
1) This is a provocation to the reader. Perhaps the reader would respond, in their head, with, “Not for everyone? Let’s find out if you’ll approve me / I bet you’ll approve me.”
However, because we believe you will benefit from Card Membership, I’ve enclosed a special invitation for you to apply for the most honored and prestigious financial instrument available to people who travel, vacation, and entertain.
2) The reader continues the conversation in his mind, “A special invitation for me? Yes, I knew it. I’m a special person and, yes, I travel, vacation, and entertain.”
The American Express Card is the perfect example of the old adage, “You get what you pay for.”
3) This sets the price expectation for the reader. At this point the reader might be thinking, “Boy, is it too expensive / I hope it’s not too expensive.”
For example, you get a truly impressive array of extra privileges, all designed for your convenience and security:
4) Again, this part cements the feeling that the reader is important. Because, only important people get privileges designed for their convenience and security.
But most important of all is that the writer allows the reader to reach these conclusions on their own.
You can resist what I tell you, but you can’t resist what you tell yourself.
Yours for a higher income – faster,
P.S. Would you like my complete analysis of this letter?
Just send me an email: firstname.lastname@example.org with the subject line: American Express Complete Analyses Please
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And if you want to study the letter yourself, I’ve attached it here: The Sales Letter That Built American Express