From the Archives of the National Mail Order Association
you ever had trouble coming up with an opening line to start a direct
mail sales letter? Or maybe you've been stuck on the closing sentence
before; those final words that compel someone to take the action you
want! If you've been writing copy for any time at all you have, we all
have. It's a constant challenge to come up with something different
Yes, we all need something at one point or another to help stimulate
our creative juices when it comes to writing effective direct mail
That's why we are excited to bring you this rare collection of sale
letter 'Openings and Closings' from our archives. What makes them so
special is that they are old. They were created by some of Americas
best copywriters from yesteryear. They are pure gold for today's
copywriter...they are literally so old they are new again. Openings
and closings so unique that you'll have people wondering how you came
up with such a powerful sale letter.
collection is truly a
must-have for any copywriter to pull from. It is a powerful compilation of tested ways to get your
prospect's attention, "forcing" him or her to read your message and to
This collection will give you practical ideas for strengthening
the most important parts of a sales letter: the opening and the
Experienced letter writers agree that the first few sentencesgetting the reader's attention and interestare the
toughest part of
any letter-writing job. Once you get to the "body" of your sales
letter, the going is easier. You know your own productyou can
describe it, tell how it works, and play up its features.
If, however, your sales letter falls short in the opening sentences, your
prospect never gets to read those good sales arguments of yours!
Here's what history's great copywriters say about 'Starts and
“Small Wonder that experienced sales-letter writers take the start of
their letters so seriously. They know that success depends on those
fateful few lines immediately under the ‘Dear Sir.’ They know that
once they have hit upon a good start, the rest of the sales letter
almost writes itself.”
FRANK EGNER, in “How to Make Sales Letters Make Money.”
“Just as the headline of a mail order advertisement decides whether or
not the prospect will read the copy, so the first sentence of a direct
mail letter usually decides whether or not the prospect will read the
JOHN CAPLES, “Tested Advertising Methods.”
“What is said about headline writing is equally true of letter
writing. Your opening sentence may make or break your letter, no
matter what is said afterwards.”
MAXWELL SACKHEIM, in “Advertising and Selling.”
“Somebody ought to invent a self-starter for copywriters. Getting the
first ten words on paper is the copywriter’s hardest job.”
JULIAN ROGERS, in “Printers’ Inc.”
“As the tail is to the kite, as the rudder is to the ship, so is the
‘close’ to any important letter.”
ROBERT COLLIER, in “The Robert Collier Letter Book.”
“The most difficult part of a sales letter is the beginning; the most
critical part is the close.”
G. B. ROTCHKISS, in “Advanced Business Correspondence.
Experts have noted that
the right start can make a difference of as much as 800% in the
pulling power of a sales message!
After you've developed a good "start" for your letter, and after
you've told your sales story, you need a good close. Many a sale has
been lost because the sales letter was weak in making a bid for
action. A powerful, action compelling ending for your sales letter
can mean an extra 25% to 50% in sales!
In this compilation of 199 "starts" and "stops" for sales letters, you
will find tested ways to get your prospect to read your sales message—tested
ways to get your prospect to act. The material shown here has been
compiled from among thousands of outstandingly profitable letters.
These are NOT theoretical writings of "armchair wizards." They are
NOT stock phrases of a "ready letter writer." They are the
openings and closings of letters that have brought in hundreds of
thousands of dollars worth of actual orders.
Each selection was chosen on the basis of effectiveness and
adaptability. If you are alert to recognizing the possibilities, this
historic volume gives you many times more material than its title promises.
For although the title is 199 Starts and Stops for Successful Sales
Letters, each example given here will suggest additional variations
and adaptations. 199 examples? No! 10 times 199 examples, or as many
times 199 as human ingenuity can devise.
How much is it?
199 "Starts" and "Stops" for
Successful Direct Mail Sales Letters is only $24.95 and includes FREE the
Wants To Direct Your Sales Appeal To, a listing of human
emotions that will help you understand the psychological part of
advertising. This helps you determine the right buttons to push in your sales message. Both items are
conveniently downloadable in one PDF document.
here to order and receive instructions for the
downloading of the Book and Guide.
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Order 199"Starts" and "Stops" for
Successful Sales Letters and FREE Listing of
the 24 Human Wants to Direct Your Sales Appeal To.