Are You Writing for Spiders?
How to stay out of court: Part 2 of Fred J. Halsey, Jr.'s series on avoiding litigation. The mistake that is the biggest single cause of business lawsuits; how to soften a potentially damaging statement made on the phone; ways to defuse an angry customer.
The front page of a single issue of Boardroom Reports might contain 60 to 80 of these teasers. You had to take a look!
Moving Into Direct Mail
Edelston proposed that Mel Martin try a direct mail package to get subscribers for Boardroom Reports. The writer did not have a clue where or how to begin; he had only written ads—never a package. So Martin created an ad, and the two of them converted it into a direct mail package.
Here's Mel Martin's #10 envelope for Boardroom's Bottom Line:
Bills it's okay to pay late
- Supermarkets: Shocking new rip-offs
- How to buy a house with no down payment
- How to slash your property taxes
- What never to eat on an airplane
Sometimes Martin's envelopes used a single fascination in jumbo type, covering most of the envelope face:
WHAT CREDIT CARD COMPANIES DON'T TELL YOU
Here is the letter lede for seven-year control for Bottom Line/Personal:
• What never ... ever to eat on an airplane
• The dirtiest, deadliest airline in the whole world
• How to get VIP treatment in hospitals. (All patients are not treated equally.)
• How to find out if someone has a "past" — criminal record ... bankruptcy ... or whatever they're hiding.
• The little-known casinos in Atlantic City and Nevada that offer the best odds.
• Deduct the cost of your hobby as a business expense, even if you never show a profit.