The Economist Letter #7

Overview
This letter with an offer to give you something free is a disarming approach. The whole letter is written
with an air of sophistication and structured to make you feel drawn into and included in an elite circle.

This letter goes

straight to an
Up-Front Deal ...
Its also good use of the
Hare Krishna Principle.
Something for nothing
makes me want to listen ...

Notice the
potent Inner
Circle lead.
This is just a
magazine,
but it feels
like a secret
privilege...

The phrase nontransferable order

card hammers it
home. This is an
Exclusive offer ...

Page 26

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The Economist Letter #7

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Page 27

The Economist Letter #7

You cant
get much
better
credibility
copy than a
respected,
third-party
opinion ...

Exclusively
again.
Feel the
reader
pulling the
message
taut? This is
the Golden
Thread...

Page 28

Always
ask
yourself:
What
is my
readers
Point of
Maximum
Anxiety?
That is,
what
keeps
him up at
night?

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The Economist Letter #7

This is a
ProblemSolution
progression.
That is ...
dont sell,
SOLVE.

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Page 29

The Economist Letter #7

Genius at
work! The
writer
insists on
the deal ... but
still lets the
reader feel
responsible
for the
decision.

Page 30

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The Economist Letter #7

Ask,
ask, ask
for the
order ...

Exclusively to the end, even in

the P.S. this Golden Thread
holds the message together.

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