Gary Halbert · whole document (17)
2006 - the answer to the rolls royce letter
- It shows that the dealer is not greedy.
- It describes how a Rolls is different.
- It describes what it's like owning a Rolls
Royce.
- It offers a persuasive price justification
when it says it might be cheaper to own a
Rolls than the car currently owned.
- It has a non-pushy but solid call to action.
- It uses scarcity by saying that these bargains
won't last long.
- The first P.S. talks about the value and
longevity of a Rolls.
- It offers curiosity as to why this dealer
can sell these cars so cheap. My guess is
that the curiosity alone in being able to
sell a Rolls cheap would definitely generate
some calls.
If this letter was a loser please let me know
why."
Okay,
who was right? That last poor lonely voice in the wilderness
that said I did a good job or all the rest of you hurtful
shitweasels who take so much glee in attacking poor me
so viciously?
Well,
I gotta tell you. We never made a second mailing of that
letter. Because... that letter sold out every Rolls Royce
he had in stock in three days and every Rolls Royce he
could backorder. Now, I will tell you a little secret.
There was something I was hiding about those cars that
made them a special bargain. They all had right-hand drives.
You would think that having a car with a right-hand drive
would cause you a lot of problems when driving around
the good old United States of America. Well, let me tell
you that's not true. I drove one and it took me two minutes
to adjust, and none of the other buyers had any problems
with the right-hand drive either, and it sure gave a good
rationale for selling them cheep.
Now,
you listen up! The story does not end here. Two of my
friends and clients in the real estate business were perceptive
enough to see the genius of what I have created. So, they
have sprang into action and recreated this Rolls Royce
buying opportunity. And, not only can they get Rolls cheaply,
they can get Bentleys and other exotics. In fact, their
British contact secured the Rolls that belonged to the
Queen of England.