The Ken Roberts Company - Amazing Technique for Success

The Ken Roberts Company Letter #15

06 AWAI Direct Mail Hall of Fame


AWAI Direct Mail Hall of Fame Page 107

— Overview —This letter takes an incredibly unusual approach to a hard-to-sell product — it never actually tells what the product is! How? Not only with a very personal tone and great storytelling, but also with a methodical effort to isolate and overcome objections. Plus, the very exclusive “velvet cord” lead. “I write to you today only because I want to,” it says.

This may be the most relentless “Velvet Cord” lead I’ve ever seen!

The “rags-to-riches” story is a classic. And very effective.


Page 106 AWAI Direct Mail Hall of Fame



— Overview —This letter takes an incredibly unusual approach to a hard-to-sell product — it never actually tells what the product is! How? Not only with a very personal tone and great storytelling, but also with a methodical effort to isolate and overcome objections. Plus, the very exclusive “velvet cord” lead. “I write to you today only because I want to,” it says.

This may be the most relentless “Velvet Cord” lead I’ve ever seen!

The “rags-to-riches” story is a classic. And very effective.



So mysterious. But intriguing too ...



Notice how he lifts the responsibility for past failures away from the reader?





This whole letter is “Indirection” brought to an art form ...

... He starts with a call for success stories — then promises to make us successful to get them!

He gives us a vivid picture of how we’ll feel once we succeed. Very well done ...





Never have I seen someone turn the cost of direct- mailing into a credibility booster. Clever ...

Why so much detail about the work he’s done for us? Because it makes us feel we owe him ...





The best part of this letter — He knocks down every objection.


6 AWAI Direct Mail Hall of Fame



Here’s “The Gauntlet.” The writer practically dares you to accept!





Here’s “The Gauntlet.” The writer practically dares you to accept!



What’s a “lookey-loo?” I don’t know, but it adds to the letter’s charm ...



The “Velvet Cord” again — Don’t subscribe if you’re not up to it!

The Ken Roberts Company - Amazing Technique for Success

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