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1993-11-26
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THE POWER OF THE WRITTEN WORD*
It's probably the most powerful tool of any business, but
may also the most neglected. Using this tool properly can make
the difference between success or failure. Between happy
customers or no customers. Between growth or closure. To use
this powerful tool requires no special skills or equipment, costs
less than 40 cents to implement, but can have a most profound
effect on any business large or small.
This tool is--written communication. Usually in the
form of a letter. Sometimes in the form of display or classified
ad. Regardless of the form used, the results can be dramatic.
Our own business grew from an idea and $200 in 1988 into an
international marketing company with over a million dollars in
sales in less than three and a half years. And almost every penny
we earned, every project we undertook, every major advancement we
made was the result of a letter we had written to someone.
A single letter can make a difference. The investment in a
single stamp, piece of paper, and an envelope may be under 50 cents,
but the return on that single letter can be worth hundreds of
thousands of dollars. We know. It worked that way for us. And
it is working that way for many other beginning and growing
businesses.
Still, many businesses don't understand the need or beneficial
return of writing letters. And some that do, don't know exactly
where to start. So to show others how it has worked for us, we
compiled this book of letters we've used to help our business grow.
And as you read through this book you'll see how we used the
written word in many different ways to make our business grow.
You'll see how a single letter can save you hundreds of dollars, or
earn you thousands. You'll see how to use letters to build customer
good will. To make connections with celebrities. To find new
clients. And how to get free publicity for your new business or
product.
And alongside each letter you'll see information I've supplied
telling you why the letter was created, how it was used, and the
effect it had. Plus, in many letters I'll tell you the psychology
that went into writing the letter so you'll understand why I did
certain things the way I did.
I've also included some personal letters I wrote that may also
help you in your personal like. You'll see the letter I developed
that allowed me to sell my home in just 14 days -- in one of the
most depressed real estate markets in North America.
Everything you see in this book is an actual letter, display
ad, or classified ad I've used in my own business, or something we
developed to help other people use in their business. Some letters
are actually one of a series of letters. Each series of these
letters is so noted so you can keep up with the development over
time.
Anyway, this is the real thing. Just the way it happened.
Except in some cases the names have been changed to protect the
innocent.
You have my permission to use these letters any way you like (as
long as you don't sell them to others).
Again, I wish you all the success in your business ventures.
Sincerely,
Bill Myers
*NOTE: This is the introduction to, "The Unfair Advantage Letter
Book" created by Bill Myers and from which the information in this
electronic book was taken. Because of their difficulty to reproduce
effectively in a text format, the actual letters and ads from "The
Unfair Advantage Letter Book" are NOT included on this file--
presented here is only some of the powerful tips and advice for
creating effective, profit-producing advertisements and sales
letters that Bill Myers has used to create millions of dollars in
sales. They can work for you also.
However, to gain an even bigger advantage in your advertising
efforts, you should get a hold of the complete "Unfair Advantage
Letter Book," which contains dozens of profitable classified ads,
display ads, press releases, and sales letters which you can freely
emulate, modify and downright *steal* for use with your own products
or services. To get this valuable book, see the last chapter "For
An Even BIGGER Advantage."
GOOD LUCK!