A number of years ago some clever person at the Wall Street Journal wrote what has come to be considered the greatest sales letter ever.
It generated over $2 Billion dollars in sales for them—quite a feat even for the WSJ.
Here’s a slight variation on the letter:
_______________________________________________________
On a beautiful early summer day, just this year, two young, eager entrepreneurs were attending the same event. They were very much alike, these two business people. Both were better than average at what they did, both were personable and both were filled with ambitious dreams for their future.
And both, it turned out, had started their businesses around the same time, and actually were masters in the same discipline.
But there was a difference. One of them was stuck beyond stuck, and couldn’t figure out how to get customers to build their business to match those ambitious dreams. The other was the company president of a very successful business.
What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t always an innate ability or talent or dedication. It isn’t that one person wants success and the other doesn’t.
The difference lies in what each person knows and how he or she makes use of that knowledge.
And that is why I am writing to you and to people like you about the Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge– knowledge they can use in business.
______________________________________________________
Now there are many adaptations and straight-up rip-offs of this letter over the years that have been created. But most experts agree this is the root.
According to Advertising Age, this letter is responsible for selling the most stuff ever! Having role model marketing examples that work is a great thing.
Thought you’d like to know.
Go forth and do great things,
Martha Hanlon & Chris Williams
P.S. Are you the only salesperson in your business? You don’t have to always do it alone. Get some support and actually begin to enjoy sales…and make more of them. Join our next Sales Rally on Thursday, June 20.