In 1971, Gary Halbert started mailing out a simple one page sales letter.
30 years later, the letter had been mailed to more than 600 million people and it was still being mailed out. It had grown a business that made hundreds of millions of dollars. At one point, the business had 40 employees just to process all the orders that were coming through the mail.
Gary Halbert is widely considered the world’s greatest copywriter, largely because of this one successful sales letter he wrote.
To see the letter, watch this video.
THE COAT OF ARMS LETTER
Gary Halbert’s sales letter would begin with “Dear Mr. Macdonald,” where “Macdonald” was replaced by the recipient’s own last name at the time of printing. In other words, every copy of the letter was personalized to its recipient.
The letter would read along the lines of, “we have some friends with the same last name as you, and we discovered that your family name was recorded with an ancient coat-of-arms.”
There was a call to action to send just $2, if the recipient would like to order their personalized coat-of-arms.
Finally, the letter was signed off by Nancy L. Halbert, who was Gary’s wife.
On this website, you can read the letter in full. You can also listen to an audio interview with Gary Halbert himself, who discusses the principles behind the copy and why it worked so well.
HOW TO BEGIN DIRECT MAIL MARKETING
There’s no question that Gary Halbert was an extremely talented copywriter. However, even the best copy is powerless if the wrong people are reading it.
The best audience for your marketing is always going to be a list of buyers who have bought similar products.
In the direct mail industry, you can rent lists of buyers in different markets. SRDS is a popular service for direct mail marketers to rent lists from.
The MOBE Titanium Mastermind goes into more depth on this topic. Members learn how to deploy advanced marketing campaigns and scale their businesses through successive revenue ceilings. To learn more about the Titanium Mastermind, click HERE.