[GET] How To Write Letters That Sell: Winning Techniques for Achieving Sales Through Direct Mail [pdf]

***NonConformer*** · (This post was last modified: 04-01-2014 12:57 PM by NonConformer.)

How To Write Letters That Sell: Winning Techniques for Achieving Sales Through Direct Mail

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The author details the headlines, sample letters, checklists, techniques
and tricks that he has found successful in his own career as a
direct-mail copywriter. He advises on how to capture the reader's
attention straightaway, how to make sure that a letter is read and how
to generate interest in a service or product. Christian H. Godefroy runs
two direct-mail publishing companies. His other books include "The
Complete Time Management System", "The Power Talk System" and "Super
Health".

"The book is out of print and silly-expensive to obtain
so this review is a little academic. It's not as
valuable as Robert Collier's "Letter Book" or Eugene
Schwartz's "Breakthrough Advertising" - both
extremely useful and both obtainable and in print.

Godefroy has a lot of useful tips about direct mail,
but this book is hardly a thorough preparation
for launching a direct mail business. Instead,
it's something of a roadmap for how to develop
as a CREATIVE copywriter.

Emphasis on creative.

If there is any prime lesson here it is that enthusiasm
can carry your copy very well. You don't have to
be a phenomenal writer but you do need to be willing
to sweat the details of writing an enthused letter
to sell your product.

The book has some interesting creative exercises in
it and, honestly, I was a little charmed but
bewildered by the Swiss writer's use of the
English language. Godefroy wrote his book on
copywriting at a level a child can understand -
and I suspect his ability to use simple words
with enthusiasm was the root of his phenomenal
success in direct response.

Just because enthusiasm can carry a letter doesn't
mean you can sell stuff people don't really want.
That should be common sense, yet a lot of ideas
folks have for direct marketing products are
pretty hairbrained. I looked at Godefroy's
books in print; on self-esteem, talking well,
self-hypnotism, mind power, and so forth, and
was struck by the similarity to the books written
by some of the other mail order greats,
particularly Melvin Powers.

Success, as they say, leaves traces."

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