Secrets of The Brand The Best Marketing Letter EVER
Why? Disarming But Charming “We haven’t even printed our letterhead yet” Confidence Breeds Confidence “Will be one of the best sellers you’ve ever handled” Cloak of Credibility He makes sure the reader knows they worked previously on Esquire (one of the most prestigious magazines in America at the time). Credibility is implied as a result
Why? A Unique Advantage Hefner hits his reader with the “big news” that he has the rights to publish a full colour Marilyn Monroe nude study Clarity on the Commerce Hefner sets out the contractual arrangement and potential for profit No Pain and Lots of Gain “postage paid air mail reply card” Eye Catching The highlighted words on the page are not accidental. The phrases in italics are “in full colour” and “on a returnable basis”
Secrets of The Brand DO WE GET TRICKED?
Secrets of The Brand HAPPY CLOCKS
Secrets of The Brand The Elevator Pitch http://www.youtube.com/watch?v=i6O98o2FRHw http://www.youtube.com/watch?v=6GLGOI8zbxA