This direct mail letter has been called one of the best sales letters in the world.

I can’t remember who said it, but it was someone who knew what they were talking about. One of the copywriting greats of today. Still gushing over some long-form copy from the 70s.

And because the best way to improve your own writing, and therefore your own conversion rate, is by studying the good stuff, I’ve had a good read of this one. I’ve also pulled out the techniques that make this letter so effective, so you can take your landing pages, emails and sales copy up a few notches. Thank me later.

Come along for the ride as I ditch brand voice for direct response, for one day only.

Open up the letter before reading on.

1. The heading itself promises big returns for low effort

“The Lazy Man’s Way to Riches”

That’s something worth exploring, no?

2. The first sentence is loaded with emotion

“I used to work hard.”

It instantly feels relatable. The reader thinks: That’s me, I work hard.

It instantly raises curiosity. The reader thinks: What do you do now? Why/how did you stop working so hard?

It instantly creates a bond. It says: I know how you’re feeling; we’re in the same club.

3. It offers an alternative

“But I didn’t start making big money until I did less - a lot less.”

This goes against all normal expectations of: Work hard, make money. It’s a much more appealing alternative.

4.It’s honest

“I’m going to ask you to send me $10 for something that’ll cost me no more than 50 cents.”

An honest sales letter interrupts everything you think about sales letters - and the people who write them. It lets you believe the writer isn’t trying to trick you. If they’re being transparent about x, they must be being transparent about y.

5. It uses repetition

“It doesn’t require education”...

“It doesn’t require capital”...

“It doesn’t require luck…

Repetition is catchy, memorable, and moves the reader along easily to the next line. And the job of every sentence is to get the reader to read the following sentence.

This clever little section also eliminates any potential objections in the reader’s mind. They can stop thinking “This won’t work for me - I’m not educated/rich/lucky.” 

6. It describes the reader’s perfect future state

“I live in a house that’s worth $100,000…”, “my office is right on the beach…my view is so breath-taking”, ‘I have two boats and a Cadillac…”, “the most important thing I have is priceless: time with my family.”

Sounds like the life, dunnit? The writer knows his audience well, especially what they desire.

He brags, yes, but he also explains his reasoning for the brag. It’s because he’s achieved what his audience wants. He shows what that perfect future state looks like - the destination, not the journey. 

Plus, if he can prove he’s reached his audience’s goals, they’re more likely to pay attention to what he has to say. 

7. It instills trust with a massive guarantee

“If you don’t agree it’s worth a hundred times what you invested…your uncashed check or money order will be put in the return mail.”

Guarantees like this pour confidence into a reader - especially one that’s about to part with a tenner. (It was the 70s!) If the writer’s willing to give refunds if his product isn’t worth 100x more than the cost, it’s got to be good.

8. It uses one of the most powerful phrases in copywriting… “What if?”

“But what if I’m right?”

Nick O’Connor of The Fix has said “what if” is one of the most powerful phrases you can use. It points readers in the right direction from the outset, and gets them imagining the possibility of a new world.

9. It includes social proof

It’s signed and approved by the writer’s accountant.

This works like a testimonial. The accountant is willing to put his name on the fact that the writer’s claims are accurate. Trust is everything, especially for high-ticket offers.

10. It uses light humour

“Joe, you may be full of beans, but what have I got to lose?”

Humour builds connections. We like people who can make us laugh, and brands are no different.

This letter even makes his CTA section a little funny. By making a dig at himself, he puts himself on the same level as the reader, in a “I know what you’re thinking about me…” kind of way.

11. It feels like a one-on-one conversation

“Why should you care if I made $9.50 profit if I can show you how to make a lot more?”

Lots of “you”, “I” and conversational questions make this feel personal. This is advice from an old friend, not a mass letter going to anyone with a letterbox.

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So what can you take from this direct response letter? Try this: Almost everyone can write; not many people can write well.

If you’re a business owner or marketing manager without specific copywriting training, outsourcing is your friend. You might just find yourself with “50, maybe a hundred thousand dollars” when you work with someone who knows how to engage your audience and convert them.

Chat to me if you’ve got something to sell.

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