Denny's Zinger: Spam—Copy We Can All Learn From!
Every once in a while a spam effort catches my eye, and I have to look.
Such was the letter from Dr. George Moore, Director in Charge of the International Monetary Fund.
[See the image in the media player for the complete text of Dr. Moore's message to me.]
No doubt Dr. Moore's office is next to that of Managing Director Christine Lagarde—white haired, rail thin, stylish and a brilliant speaker. Whenever Mme. Lagarde is on camera for an interview or a speech, I'm hooked.
Freelance copywriter Harry Walsh—a red-haired martini connoisseur who taught gunnery to fighter pilots in WWII—wrote for my Million Dollar Mailing$ book:
Tell a Story, If Possible
Everybody loves a good story, be it about Peter Rabbit or King Lear. And the direct mail letter—with its unique person-to-person format—is the perfect vehicle for a story. And stories get read. The letter I wrote to launch the Cousteau Society twenty-some years ago has survived hundreds of tests against it. When I last heard, it was still being mailed in some form or other. The original of this direct mail Methuselah started out with this lead: "A friend once told me a curious story I would like to share with you..."
Dr. Moore concocted the mesmerizing story of a courier in the San Jose, California airport waiting to hear from me about a trunk box containing $30 million for me.
I loved it!
Takeaway to Consider:
- "Everybody loves a good story." —Harry Walsh
Denny Hatch's new book is WRITE EVERYTHING RIGHT!
Question: why didn't you write this book 27 years ago when I started my company and wrote catalog number 1? —Ira Hoffman
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