ferekw.blogg.se - Letter d coat of arms

His epiphany? Steal her idea and scale using print and direct mailĪt the time, no one in marketing believed in the telephone book… Names aren’t ordered by common interest.

So, keen on exploiting the little old lady’s humble source of side income, Gary decided to start a company that would bring in today’s equivalent of $300,000 per day. Then, she’d go to the phone book and compile a list of every person with that last name, and mail them a postcard… a postcard including the ink sketch, as well as an invitation to buy a painting of that coat of arms, in full color. She supplemented her income by crafting personalized paintings of family crests.ĭuring her trips to the library, she’d find a surname with a coat of arms associated. In this article, a little old lady… who split her free time evenly between visits to the library and her workshop… told her story. He found himself skimming an article on how to make some extra cash, on the side. The idea for this letter, in particular, came to Gary in the morning, while reading the newspaper.

Nothing that would even remotely hint “sale,” until the end of the letter.Īn honest-to-goodness, personal letter.

Just a personally addressed, white envelope… sent first-class. So, rather obviously yet widely ignored, the goal of every mailing should be to get that piece of mail into the A-pile. This includes anything that looks like a personal letter.ī-pile mail is sometimes opened… includes anything that looks promotional. “…The average American sorts through his mail while standing over a waste basket.”Ī-pile mail is always opened. The product was his A-pile/B-pile philosophy: “Gary, what would you do if you had to make your next mailing work? What if you could only mail one letter and, if you didn’t get a response… you would, quite literally, be beheaded?” He had no running water… no electricity, and his wife was soon to leave. So, we learned in day 1, of our 5-day copywriting crash course, Gary’s philosophy… but we need to recap: Have a pen and notepad handy, and locate your “print screen” button – swipe file at the ready. Wear a seatbelt, a helmet, or light some sage and clear your mind. If you are, on the other hand, one who has not yet had the pleasure, I urge you to first prepare… No matter how many times we read Gary’s letters, we expect to be floored… one insultingly brilliant insight after another.

I’m sure too you can empathize when I say it’s an almost meditative experience. (I speak as though he’s alive because, for us copywriters, he is.)Īnd, as a copywriter, I’m sure you’ve come across and studied his work. I can’t listen to him speak without laughing, and it’s not because I find him funny… The way he thinks is humbling – humbling to the point of borderline hysteria. I’m afraid you and I will never quite fully understand the mind of Gary Halbert.