The Ken Roberts Company Letter #15

Overview
This letter takes an incredibly unusual approach to a hard-to-sell product it never actually tells
what the product is! How? Not only with a very personal tone and great storytelling, but also with a
methodical effort to isolate and overcome objections. Plus, the very exclusive velvet cord lead.
I write to you today only because I want to, it says.

This may
be the most
relentless
Velvet
Cord lead
Ive ever
seen!

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The Ken Roberts Company Letter #15

The ragsto-riches
story is
a classic.
And very
effective.

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The Ken Roberts Company Letter #15

So
mysterious.
But
intriguing
too ...

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The Ken Roberts Company Letter #15

Notice how
he lifts the
responsibility
for past failures
away from the
reader?

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The Ken Roberts Company Letter #15

This
whole
letter is
Indirection
brought
to an
art form ...

... He starts
with a
call for
success
stories
then
promises
to make us
successful
to get them!

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AWAI Direct Mail Hall of Fame

The Ken Roberts Company Letter #15

He gives
us a vivid
picture of
how well
feel once
we succeed.
Very well
done ...

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The Ken Roberts Company Letter #15

Never have
I seen
someone
turn the
cost of
directmailing
into a
credibility
booster.
Clever ...

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The Ken Roberts Company Letter #15

Why so
much detail
about the
work hes
done for us?
Because it
makes us
feel we
owe him ...

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The Ken Roberts Company Letter #15

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AWAI Direct Mail Hall of Fame

The Ken Roberts Company Letter #15

The best
part of this
letter He
knocks
down
every
objection.

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The Ken Roberts Company Letter #15

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The Ken Roberts Company Letter #15

Heres
The
Gauntlet.
The writer
practically
dares you
to accept!

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The Ken Roberts Company Letter #15

Whats a
lookey-loo?
I dont know,
but it adds to the
letters charm ...

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AWAI Direct Mail Hall of Fame

The Ken Roberts Company Letter #15

The Velvet
Cord again
Dont
subscribe if
youre not
up to it!

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