"Copywriters: Inside the Selling Mechanism of the Amex Letter..."

Quite frankly, this video session is not for everyone. And not everyone will benefit from watching it.

If meretricious copy offends you...if you think it can't sell in an upscale market...this video probably won't be your cup of tea. Out of respect for your sensibilities, this is an invitation to return another day.

For the rest of you who want my take on the business end of this selling machine that mailed to over 280 million addresses and generated over a billion dollars, here you go.

--Peter
PS. Finalizing the new agreement tomorrow...

Comments

[Kevin Francis]

Peter,

Quite frankly, this gem of a post appears to have been overlooked by most people! LOL!

This was the first letter I ever wrote out longhand and I remember thinking how the writer really had "created" something and really provided a great example of presenting the features of the product (some of which are pretty ordinary, as you say)in a compelling fashion.

I remember being very impressed and that might explain why I have 3 Amex cards!

Excellent example and this idea can be used in many ways (e.g. calling a continuity program a "VIP Membership").

Thanks again. I certainly appreciate this post.

Kevin Francis

[Copywriter :: Peter Stone]

Kevin,

It's good to hear from you ... thank you for your comments.

...A prime example of selling the sizzle, not the steak, no?

--Peter