tugboats

TO
LET SOME EGOMANIAC

TEACH
YOU HOW TO ADVERTISE?

It's
no contest. No contest at all.

Sincerely,

Gary C. Halbert

AKA

"The Benevolent Ambusher"

P.S.

Recently,
I had the pleasure of speaking with a really sharp 74-year young
gentleman by the name of Bill Carroll. Bill's from Dallas, Texas and
back in 1968 he wrote a letter that is an absolute masterpiece. The
letter was to top execs and it was designed to get leads to sell office
trailers.

Now, I
dare say if you'd run his rope ̃em in gently letter by any ad agency in
America, they'd tell you this folksy, low-key approach doesn't have a
chance.

Oh yeah?
It pulled in 31% and $1.2 million worth of trailers were sold because
of that letter. Check it out; it's on the next page.

W.H. CARROL
11680 HARRY HINES BLVD. DALLAS, TEXAS 75229

Mr. J. W. Scallan

Executive Vice President

200 South Michigan Avenue

Chicago, Illinoise 60604

Dear Mr. Scallan:

My wife (she's a school teacher) said I shouldn't write this letter.
She said when you write to a big outfit you should write a real formal
letter on fancy stationary. She said you wouldn't answer it.

Maybe she's right. She's smart...has a master's and everything. Me? I
was luck to squeek through a little cow college in West Texas.

I sell American office trailers. You know the kind. Outside, they look
like mobile homes. Inside, they have built in desks, plan tables,
washrooms...the whole bit. They're mobile offices, sell at a fair price.

No Mr. Scallan, I'm not trying to sell you a trailer. You don't bother
with nit-pickin' stuff like this, but somebody in your company buys or
rents trailers from time to time.

Big outfits like yours with lots of divisions and branch offices may
have a dozen men who buy or rent trailers. I'm referring not only to
purchasing agents, but the project managers, engineers, the
"wheels-in-the-field" who use these rigs.