John Carlton’s Best Ads: The Dollar Bill Letter
Sometimes we all like to pretend we’re not motivated by money.
That’s fine to believe if you want…but you cannot afford such delusions if you are a marketer. People respond to money at a visceral level They almost never receive money for free, and especially not in the mail. Certainly not from a mysterious letter writer who only wants your brief attention in return. A chance to tell his story.
Here are three letters that use the lure of actual cash as a “grabber”:
1. The dollar bill letter. The bill replaces the need for any headline. A crisp new buck was hand-stapled onto every letter that went out. The product is a high-ticket item (selling for $377), so the extra cost was justified. Think about the “pull” of a real dollar bill. You might not bother to pick up a penny on the street… but no one steps over a stray dollar bill and keeps walking. You have the reader’s full and undivided attention: Why, he is asking himself, did someone send me a letter with a dollar bill attached?…
This infamous John Carlton ad... along with many others...
... each accompanied by John's breakdown of the strategies and persuasion techniques that made them so successful...
... are waiting for you right here -> John Carlton's Best Ads… And The Stories Behind Them.
This is one of the world's greatest swipe files, packed full of money-making examples you will apply to your own ads, emails, social media posts, etc.
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