The cold “email” that generated 7,300,000 responses and millions in sales
In fact, it wasn’t an email. It was a “cold” letter, written in the 20th century.
But the question is… what was so special about this letter that generated such numbers? And how you can use this “template” in your business…
Let’s read it and break it down:
1. Personalized Question and Pattern Interrupt:
The letter’s opening starts with a personalized question by addressing something personal (their last name) while sparking curiosity about its historical significance. This is a creative “pattern interrupt” that breaks the reader’s expectations.
2. Personal Voice and Storytelling:
The second line makes the reader feel like it’s written by some random lady (it doesn’t seem like it is written by some company that needs leads) and the “discovered for friends” angle adds authenticity. Classic storytelling that lowers sales resistance and builds trust.
3. Building Trust:
Building trust by explaining what’s in the report and giving the facts about the “product”. The mention of historical significance, meaning, and the family motto taps into an emotional connection while offering value.
4. Genuine Offer and Scarcity:
The mention of friends being delighted by the report acts as social proof, implying that others would’ve found value in it. The “few extra copies” line creates a sense of personal connection as if one human being is genuinely reaching out to share something meaningful with another.
5. Second-Level Benefit:
The report isn’t just a family history—it’s also a unique gift and something the reader can feel proud to display. It also sets clear expectations and builds credibility but also makes it valuable.
6. Free Plus Shipping Offer and Logical Scarcity :
This is a great example of a Free plus shipping offer in the nineties. The limited supply creates logical scarcity and urgency.
7. Upsell:
p.s. it allows buying more with a logical upsell, which increases the average order value for the company.
By the way, the steps to purchase are simple and clearly explained, reducing any friction for the reader.
P.S. If you enjoyed this post, every Tuesday I share more “not-ordinary” growth strategies like this in my newsletter. Try it – It’s FREE!
