In 1975 Martin Convoy wrote a sales letter for the Wall Street Journal that generated $2 BILLION in sales...

What made it so effective? Lets dive in


https://swiped.co/file/wallstreet-letter-conroy/

Take a peak at the letter here to scan it for yourself if you'd like (2 min read)

1/ Power of Contrast

Right away - he introduces 2 characters...

They are the exact same.

Same college.
Same class of students.
Same charisma.
Same company

Both ambitious...


Except 1 is a manger...

The other is the president of the company...

This created a HUGE gap between the 2.

So what made them different?


2/ 1 Big Idea

Knowledge.

Knowledge is what enabled 1 to be the president of the company

While the other was just a manager...


WSJ is selling the knowledge

They are selling the transformation of being just another employee...

To being THE GUY in charge.

All because you can level up your brain through their subscription.


3/ Offer Structure

The first offer is presented as the shortest subscription they offer... makes this feel as if its a trial

AKA - feels like a small commitment...


Because the reader likely committed to the smaller offer

The next offer feels like a smaller ask.

They position it as "the better" offer...

If you're going to subscribe, you might as well get the better offer of the 2


4/ Eliminates Risk

The subscription is risk free.

Cancel at any time.

If someone is hesitant to subscribe, its comforting knowing that they can cancel and get the money back...

So why not just try it out?


5/ Clear CTA

The next steps are clear.

No confusion. No wondering. No hesitation...

Just follow the instructions & your subscription will be started.

Simple.


2/30 sales letters have been broken down so far.

Stay tuned for the following breakdowns & hit me with a follow to catch them :)