How do you sell a news publication when you can’t talk about the news?

Dear friend,

Let’s clink our glasses and finally agree.

If you’re going to write a great sales letter that will make people stop and say, “Wow! I want that!”…

…there are some mandatory floor exercises that you must follow.

1. You need to grab your reader by the throat.

(The direct response is an interrupted form of advertising. Why should your prospect stop making love to his spouse… his neighbor… his favorite concubine… and pay attention to her?)

2. You need to build a one-on-one relationship with a qualified buyer.

(Woah, soldier! If you don’t go, my husband is going to… wait… come out… you’re cuter than I thought.)

3. You need to slip your Unique Selling Proposition under your prospect’s nose using language that makes them nod with familiarity.

(Right mate, why is your damn cuttlefish pub better than the damn pub I already have?)

Four. You must submit an offer that motivates someone to take action, now!

(What! Derek Jeter is about to break Lou Gehrig’s record, and you want me to turn off the TV…)

Oh, did I mention you need to do all of this, quick?

The ideal is in 5 or 6 paragraphs. Paragraphs should not be longer than 5 lines and between 10 and 12 words per line… in 12 point font. (We can discuss the source later.)

That’s the bad new.

Here’s the good news. Some talented copywriters have removed this brush before you and left clear paths to follow. You just have to swallow your pride and go where they lead you. Let’s see a great card in action and I’ll show you what I’m talking about.

Darlene, open the vault, honey, and take that Ken Sheck package from the slide-out file. You know, the one from EL ECONOMISTA.

Here it is. What a gem!

Dear Colleague,

Every Monday morning, a rather unusual publication lands on the desks of a select circle of individuals in positions of power and influence.

Readers of this quietly (one is almost tempted to say grudgingly) published weekly include presidents (of countries, banks, universities, and Fortune 500 companies), top executives (in business, government, and industry), and leading thinkers (in law). , science, economics and military strategy).

Now, it may not surprise you to learn that the average income for North American subscribers to this unique newspaper is over $144,800 per year. However, you may be surprised to discover that despite the enormous influence and wealth of its world-renowned readership, only a relative handful of Americans are aware of the existence of this exclusive publication, let alone the intelligence it provides.

But now, with this letter, you are cordially invited to join the extremely select circle of men and women who wouldn’t think of starting each work week without the insight and unparalleled reporting of The Economist.

Now let’s examine what Ken does that separates him from typist moms.

First, let’s note what Ken doesn’t say. He doesn’t mention anything that’s in the news because by the time the prospect reads this, everything you can say will be out of date.

So instead, he smartly leans to the left and focuses on the exclusivity of the pub… the wealth and power of its readers… and, by implication, the exclusive club you’ll join when you join as well. become a subscriber.

Also, keep in mind the tone you set at the beginning:

Every Monday morning, a rather unusual publication lands on the desks of a select circle of individuals in positions of power and influence.

I could have said…

On Mondays, the magazine is read by bigwigs like Henry Kissinger and Walter Cronkite.

…but would have gained fewer yards, IMHO. The best way to get a qualified buyer is to capture the tone of the product. In this case, Ken’s client is The Economistnot news week. It requires a little more nose in the air.

Let me now show you how I shamelessly borrowed from Ken to create a package for The Far East Economic Review and kicked some serious direct-response butt.

Darlene, where are you honey? Wake! It’s 9:00 am and you’re already lit up like the Christmas tree at Rockefeller Center. Bring me that package, the one at your feet.

Every week, a highly influential magazine is quietly handed over to two dozen spy agencies around the world.

It is eagerly awaited by prime ministers and presidents… savvy corporate executives and forward-thinking global investors… from Sweden to Swaziland, from Pyongyang to Peoria.

Now, with your permission, we would like to include you in this distinguished group of world leaders. Presenting…

FAR EAST ECONOMIC REVIEW

Then I went in my own direction, still not talking about anything on the news…

Dear Executive:

It was a beautiful summer day at the Clearwater Bay Golf Club, and so far the game of golf between the two businessmen had been quite friendly.

Then suddenly he tensed up.

“How could you borrow $400 million to build our new plant at such a high interest rate!” yelled the CEO on the 4th hole.

“I’m sorry… sir…” the executive stammered, missing his putt. “I thought my information was reliable at the time–“

The CEO interrupted him. “Not good enough. The Review has been hinting for months that interest rates would fall!”

Why was the CEO so abrupt?

Why didn’t he have another second to waste? Because he knew that any businessman who did not take advantage of the “early warning” provided by The Far Eastern Economic Review would miss out on opportunities and be at a distinct disadvantage in trying to negotiate successful (and profitable) deals in Asia.

Get the idea? Sometimes it’s best, as Darlene likes to remind me, to keep your mouth shut. If she’s selling a news publication, saying less may be more.

Health!