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Ihe left side of the report told
the origin and meaning of a person's family name and the right side had a drawing
of the earliest known coat-of-arms that was recorded with that name. MORE IHAN 7,000,000 REPLES! It was a fascinating little product and the sales letter I wrote about it
became the most…

It is a unique high and it
makes your greed glands immediately fire up to full secretion! Anyway, after that euphoric experience with direct mail, I couldn't wait to
try my hand at space ads in newspapers and magazines. My first effort was for a
$3.00 book on how to get government benefits and the headline was:
HOW…

lere are some of the head-
lines I used: HOW TO MAKE MONEY WITH YOUR CREDIT CARDS (for a book titled "How to
Tum Plastic into Gold"); HOW TO KEEP YOUR MONEY FROM BEING MURDERDI (for a book
titled "How to Rob a Bank Without a Gun"); THE WORLD WOULD BE A BETTER PLACE
WITHOUT FAT PEOPLE - HERE'S HOW…

in Advertising Age, Madison Avenue and The Reporter of Direct Marketing and it had
a modest headline that went like this:
HOW TO WRITE COPY THAT
WILL MAKE YOU RICH
- A challenge fran the best
advertising writer alive today -
This ad did not seek sales, it sought other advertising people who would
write ads for me and add to my…

One of the dumb things I used to
lo back then was waltz into our little local bank with a duffle bag full of checks
and money orders and rather unceremoniously dumo them onto
ver seen twenty or thirty thousand checks and money orders
It makes a hell of
a impression on you and I milked it for all it…

There I was, helpless inside a mail sack
(that's ironic isn't it?) and these two guys were ransacking my home and making
They took some gold and silver coins,
some cash, some of my wife's
jewelry (including a heirloon ring given to her by a treasured relative),
about $80,000 worth of orders for one of the…

Soor after writing the stamp book, I became interested in trading cormodi-
(go to Page 5)
- Page 5 -
ties and I developed a system that I used to execute 78 consecutive winning
mail promotion I created to sell this book was spectacular. The book sold for
$35.00 (a dumb price) and one list pulled as high as 35%! Are…

...... was such de
posit ate you freed go and tune 1 to at to you starting to te the
HOW TO BURN OFF BODY FAT
HOUR-BY HOUR! The hottest diet ad ever written. It did up t
25 times ad cost in daily newspapers! Or how about this one? ERNEST BORGNINE TELIS THE TRUI
ABOUT IHE MAFIA
(to promote…

Well, what I did was create a full page ad and, if you
are any kind of marketing man at all, you will realize that the ad almost had to
work as soon as you read the headline. Here it is:
(go to Page 6)
- Page 6 -
TOVA BORGNINE SWEARS UNDER OAITI
THAT HER NEW PERFUME DOES NOT
CONTAIN AN…

It will reveal my secret method of how to create
"fake computer letters" that 100k and feel so real that tens of millions of people
(including many DMA members) actually thought they were individually typed. But
wait, That's just for openers. The rest of the article will tell you how to use
"suphane selects" and "A-Pile" direct mail…

It is my conceit that this is the single most important article on direct
wait, that's just ior openers. "sumane selects" and "A-Pile" direct mail in such a way as to exponential 1)
expand your customer universe and increase your cash with-order response almost
Preview #2:
HOW TO MAKE SURE YOU GET THE SAME RESULTS
WHEN YOU…

I an especially sure you will get enormously excited when I
reveal to you a simple inexpensive technique that will, all of a sudden, make many
previously unprofitable lists begin to pull like crazy! Preview #5:
HOW TO OFFER A DOUBLE YOUR MONEY-BACK GUARANTEE
AND INCREASE YOUR RESULTS BY 50%
AND DROP YOUR REFUNDS TO ALMOST ZERO! Everybody knows…

almost hate to reveal this stuff but, don't worry, I'm going to anyway. other things you're going to learn thy one most important element or good witing
is physical not mental and why the very best aà men are door-to-door salesmer
who've learned how to write and NOT college graduates who think it's…

simple: You see, good writing is not the same as good selling and al though most
agency guys know how to write, hardly any of them have ever gone door-to-door
selling pots and pans or encyclopedias or anything eise. And therefore, my
friend, they do dumb things. Really dumb. However, the smart ones (those who
- Page 8-
subscribe…

Enough,
There's a lot more but, if I keep on going, I'll make my printer
rich with just, this one letter. Don't want to do that. No sir. Got to keep that
sucker hungry so he'll continue to take my midnite cal Is whenever I've got a hot
promotion I want to get into the…

Either way, you won't be sorry. I promise. Sincerely
Hary CHallet
Jary T. Halbert
(In-print Salesman)
P. S. If you decide to subscribe for two years, I'll send you an exciting free
gift that will be very inspiring and exciting for you and your staff. You 11 find details in the enclosed "Hot Flash" pink sheet. Thank…

# tugboats

From:

Los
Angeles, California

Saturday,
10:20 A.M.

March
5, 1988

Dear friend and
subscriber,

I
don't want to get mushy here but I would be truly remise if I failed to
acknowledge all the generous and heartfelt feedback I received from
last month's letter. You know, I don't think anything I've ever written…

Thank
you all.

O.K.,
enough of that stuff. Now, sharpen up and pay attention. Listen: did
you ever wonder if maybe you're overlooking something very important in
your advertising?

I
bet you are. You see, if you're at all like most people, there is a
huge and vitally important advertising concept to which you never give
a…

Don't
worry. You're going to know all about it before you finish this issue.
However, I think it'll be best if I sort of "sneak up" on it for a
couple of pages rather than give it to you cold. That's the best way, I
believe, to make it stick in your mind forever. Anyway, a…

ITEM
#1: A guy buys a beer joint
that's doing a good business in a blue collar neighborhood. His first
move is to decorate the joint and give it a little class and to lower his prices.

Can
you guess what happens? It's quite simple. He loses most of his customers!