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© 1989,1992 Abraham Publishing Group, Inc. All rights reserved Reproduction, in whole or in part, without written permission from the publisher is prohibited.

Jay Abraham's Marketing Contracts is a publication of: Abraham Group
27520 Hawthorne Blvd. Suite 263 Rolling Hills Estates, CA 90274 • 310-265-1840

apgi@abraham.com www.abraham.com

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Preface

Each technically superb example in this collection of successful advertising was chosen because it clearly illustrates an important advertising principle. To help guide you in the learning process, each ad, direct mail piece or sales letter begins with an introductory note alerting you to the technique(s) used within the piece. Keep in mind, these ads were chosen for good reason — they are winners. They've earned millions upon millions of dollars for the people that conceived and ran them. More than a few of them are mine. But I also wanted you to be exposed to a broad range of other, equally profitable styles and approaches. Study these ads. Absorb the way they tell their story. Emulating their style is not just educational — it could be one of the most lucrative studies you've ever undertaken. I hope you'll profit from the study of these advertisements in two ways: first, I want to inspire you to take these time-proven techniques and apply them to every ad you write. But more importantly, I hope they'll open new windows of awareness and cause you to examine the advertising and direct mail you see every day with a more discerning and informed eye. This way, you will continue to advance and grow and profit even more from your study every day — for the rest of your life! Enjoy!

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Listing of Contents

1. 2. 3. 4 5. 6. 7. 8. 9. 10. 11. 12. 13 14. 15. 16. 17 18. 19. 20. 21. 22. 23 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40 41. 42. 43. 44. 45. 46. 47. 48.

Challenge Systems Bicentennial Papers $495 Transcript Method To My Madness Coin Dealers True Story Muscles Lugers Endorsement American Media Group Direct Response Agency Unique Selling Proposition Baseball Cards Virgin Customer List Marginal Net Worth Theory Marginal Net Worth Theory II Post-Purchase Possibilities Better-Than-Risk-Free Killer Headline The Right Pitch The Moving Parade Working the List Great Retail Ads The Ultimate Tax Shelter Blitzkrieg Survival The Bump The Magic Word The list Is Crucial Free Seminars Consultations Post-Purchase Reassurance Self-Promotion Tax Shelter Seminar Joel Nadel's Boot Camp Financial Intelligence Reports GaryHalbert More Halbert Tidbits Marketing Test Special Importance Grow or Die John Schauub Ethical Bribes Financial Survival Bizar Financing Contingency Client Solicitation Selling a Business Irresistible Bonus The Perfect Diamond www.abrahaminternetstrategies.com

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Robert G. Allen CHALLENGE SYSTEMS, INC. 2010 Jimmy Durante Blvd./Suite 224 Del Mar, CA 92014

9:20 a.m., Thursday December 22, 19 8 8 Del Mar, California Dear Friend, As you can see, I have attached a penny to the top of this letter for two reasons: 1. 2. I have something very important to tell you and I needed some way to catch your attention. Since what I am writing about concerns money, I thought a little "financial eyecatcher" was especially appropriate.

My name is Robert Allen. On March 13th, my staff hand-selected and taught 189 people from all over the country my secrets to wealth. Within 60 days, those people had profited an average of $12,916 per person. 5 This same staff will be in Southern California January 5th thru 14th and, if possible, they would like to meet with you on a personal basis. On those days, a brand new way to make some very serious money in the 1989 real estate market will be revealed to a select group of people, utilizing two almost unknown advantages "hidden" in the new tax law. With the changing economic climate that follows a presidential election, right now is the best time to buy real estate. If you're interested in high cash flow real estate, spending the day with these specialists could be worth a virtual fortune to you. In fact, we personally guarantee your success. Not only will you learn the latest techniques of real estate investing from us... "You Must Make $10,000 Or More In The Period Of One Year Or We Will Refund Your Tuition!" This intense training is not for everyone. It is only for those people who are serious about having or controlling huge sums of money. When you meet with us, you will receive FREE a special collection of four reports containing information not included in my two best-selling books: "Nothing Down" and "Creating Wealth".

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Here are the titles of those reports: 1. A Hidden Twist In The New Tax Law That Once Again Makes Real Estate The Number One Investment In America Today An Amazing Secret That Lets You Talk To Owners Of Bargain Properties Before Anyone Else 12 Telephone Numbers That Can Double Your Income In The Next 12 Months A Simple 4-Paragraph Letter That Helps Yc. Flush Out Motivated Sellers

2. 3. 4.

These reports alone are worth the $59 cost of tuition. Yet they reflect only a sampling of the money-making information that will be shared with you. I have enclosed a ticket to reserve your seat and FREE reports. All you have to do is call and confirm your reservation. Pre-register with your MasterCard or Visa when you call, and the cost of tuition is only $39. Call and pre-register before January 4th, and you'll receive FREE this additional bonus: All The Forms You'll Ever Need To Profit In The New 1989 Real Estate Market We'll meet from 9 a.m. until 3:30 p.m.; the check-in desk will open at 8 a.m. Location details are included on the enclosed ticket. Please call now. Because of the extremely low tuition, we have an idea this meeting will fill up fast. (We turned away 169 people last time!) Call toll-free: 1-800-345-DO IT (3648), ext. 2B0 or 1-619-755-5501, ext. 280

Robert G. Allen P.S. Please let us know even if you cannot come so the reports reserved for you can be released to someone else. Thank you.

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Bicentennial Papers
This promotion provides plenty of meat for the prospect to chew on while making his decision. Note how the copywriter addresses the issues and questions that are probably foremost in the reader's mind concerning the papers: rarity, condition, contents of a sample issue, significance of offering, etc. This "greases the chute," removing objections and obstacles from the customer's path of buying.

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$495 Transcript
Note the hot "bullets" on page 11. They cover a lot of territory quickly, and are bound to hit a bull's eye with a fairly large percentage of the readership's concerns.

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Method To My Madness
A great example of taking customers on a journey through the workings of your mind, clearly and logically showing them why you can make such a seemingly overgenerous offer, and why it is mutually beneficial for you both to follow the call to action.

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Coin Dealers
These letters go a long way in establishing confidence in a few practitioners in a profession with many operators of questionable integrity.

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True Story
The specificity of the case history in this ad presents compelling case for calling this dealer.

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Muscles
Testimonials, plus a great story, make this easy and pleasureable to read; the realistic tone is crucial to the believability of this ad.

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Endorsement
An endorsement carries so much more weight than bloated first-person claims of greatness.

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American Media Group
This letter invites the reader into the "inner workings" of the organization, building credibility, trust, and business.

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Direct Response Agency
A novel approach to the concept of an ad agency— improved results on advertising are possible at no financial risk and guaranteed. The testimonials are sincere and confidence-building.

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The Lazy Man's Way to Riches
The classic ad that built an empire. If you learn nothing else from this ad, learn that the warm, one-on-one conversational tone in advertising yields results.

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Unique Selling Proposition
A great example of a Unique Selling Proposition; the coin dealer who will undo the wrongs of other dealers at no charge. It exudes confidence as well as good will— a genuine concern for others.

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Baseball Cards
The impressive display of facts arranged in an easy-to-analyze manner, coupled with the high perceived value bonus, make this a compelling offer. Also note the continuity nature of the offering, as explained on the coupon.

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Virgin Customer List
This headline would pique the interest of just about any business owner, the letter than proceeds to educate, and offers a way to take advantage of this newly-discovered "asset."

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Marginal Net Worth Theory
This bargain-basement offering of pricey newsletters made its money from the fact that a certain percentage of readers re-subscribed at the regular rate after their cheap subscription ended. The newsletters got the opportunity to prove just how valuable they could be to the reader. A customer's value must be computed to figure out just how much you can spend to acquire him and still turn a reasonable profit over the course of his business lifetime with you.

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Marginal Net Worth Theory II
Here's another angle on Marginal Net Worth Theory, well-presented for the average reader. By investing in marketing before tax time, you can delay profits until the next fiscal year.

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Post Purchase Possibilities
This post-purchase letter does a few things simultaneously; it builds good will with the free gift, it offers another expensive kindred item for sale, and finally, it warms up the respondent to fill in a marketing survey questionnaire, which will be of great use in effectively planning future promotions.

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Better Than Risk Free
The valuable bonus offered at the bottom of the coupon could be the kicker that makes the deal enticing enough for a customer to give it a try. That kicker, or bonus, can vastly increase the profitability of the offering. The key is to get a bonus with high perceived value and low actual cost.

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Killer Headline
The headline on this letter is a real grabber. The sincere, believable tone is convincing and easy to get involved with. It's an entertaining and convincing pretense for a letter.

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The Right Pitch
This letter contains an effective outline to emulate: first, offer free, useful samples of information to bring the reader into the copy—then, plenty of benefits promised to be delivered to stir his interest and desire, and finally, a risk-free guarantee with a call to action to get the reader to place an order.

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The Moving Parade
This story about Jay's experience with an interior decorator clearly illustrates the necessity of building growing client relations.

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Working the List
This letter starts off by first validating the prospect's original wisdom in purchasing the basic course, and gracefully segues into the compelling reasons for stepping-up to the advanced course.

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Great Retail Ads
These ads tell a complete story. They satisfy the prospect's hunger for knowledge about the product.

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Challenge Systems
Robert Allen does a lot of things right: The bold guarantee. The eye-catching penny that leads naturally into the text of the letter. The $59 price that promises great value. Note also the postscript which asks for action, even if the prospect is not interested in coming to the seminar at the present time. Any mail order responsive name is a valuable asset, and capturing those names is a lucrative endeavor. Finally, the plain simple envelope with a firstclass postage stamp will be opened more readily because it looks like personal mail.

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The Ultimate Tax Shelter
By presenting the features of a familiar product, annuity life insurance, in a fascinating new light, instead of eliciting disinterest or groans of boredom, the promotion generated massive numbers of leads that catapulted this broker head-and-shoulders above his competition.

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Blitzkrieg Survival
A well crafted ad, with the reasons for the preferential price clearly and convincingly articulated. The "stipulations" on page 3 help authenticate that this is truly a test, and not just a promotional gimmick.

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The Bump
Here's a classic example of a "bump" or upsell; the options provided on the coupon (the husband/wife plan, and the smokers supplement)to success! Upselling is critical add dramatically to the profit potential.

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The Magic Word
The word "free" is, was and always will be a strong enticer. The headline in this piece is really just another way of phrasing the contingency client arrangemenL

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The List Is Crucial
This lead generating device operated initially at a loss, but ended up producing millions upon millions of dollars from working the customer list it produced.

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Free Seminars
The exclusivity factor of these seminars greatly increases their appeal. They offer real value for the respondent talcing the time to come listen to the firm's sales pitch.

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Consultations
This ad offers a true bargain with a complete transference of risk onto the seller. The nine month guarantee enhances confidence that the seller can truly deliver on his promises.

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Post Purchase Reassurance
This letter went out with the first shipment of vitamins to a continuity-type customer. It reinforces all the benefits that will accrue to the customer by using this product "You are smart; you have chosen well," should be the underlying message of all post-purchase letters.

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Self-Promotion
These ads present a variety of propositions with similar strategies underlying most of them: Jay takes the onus of risk upon himself. He effectively conveys the upside, while explaining the downside. He explains his motivations up front He makes the deal attractive for both parties. And he presents himself as a knowledgeable, savvy player.

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Tax Shelter Seminar
The credibility of the speaker is firmiy established, and the income criteria is formulated to bring in highly eligible prospects. Note also the ease of registration with the 800 telephone number.

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Joel Naders Boot Camp
The deeply detailed background story brings the man to life. Note the clever, credibly formed guarantee under the heading "A No-Lose Deal." It rings true.

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Financial Intelligence Reports
This testimonial-based ad shows how kind words from third parties carry plenty of credibility.

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Gary Halbert
Yes, the man is outrageous, wildly funny, and utterly unique. But look at how convincingly and charmingly this approach can get free copy writing work done on speculation, perhaps by top copywriters.

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Marketing Tests
This package involves the distilled essence of a number of wealth building principles. It's a clear example of how packaging kindred items can enhance their value.

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Special Importance
This offering, directed to a small select group, is designed to make the reader feel especially important, part of an elite cadre—this is the sort of recognition we all crave on some leveL By recognizing customers as valuable and special, they become that much more receptive to your sales pitch.

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Grow or Die
A densely informative ad, covering a huge number of questions a prospect might initially raise, designed to produce extremely hot leads.

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John Schaub
The endorsements Schaub has garnered add greatly to the credibility of the promotion

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Ethical Bribes
Cayman Island telephone numbers with top secret information. Free Gold. Ridiculously low prices on valuable information. These are ethical bribes; they sweeten deals and fatten profits.

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Financial Survival
Check out the first four paragraphs after the salutation; it's a mini-short course in copy writing! Plus, it congratulates the reader for his discerning intelligence in reading this far—an excellent approach if you want the reader to make it through your whole letter.

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Bizar Financing
A seminar that promises big benefits forprofits; notice the key hot phrases inat a business opportunity crowd seeking large instant $15 admission. It's clearly targeted large letters

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Contingency Client Solicitation
These letters have a triple purpose: a) they establish Jay's credibility b) they give a firee sample of his techniques and c)they provide the criteria Jay is looking for in a contingency client

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Selling a Business
The basic questions any prospective buyer might have arc cogently and credibly answered right up front The image projected is of a very fair, responsible, sincere, and honest businessman.

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Irresistible Bonus
The bonus in this case is worth more than the actual item the prospect is being asked to buy. Here's a perfect example of high perceived value with a low cost of actual fulfillment being used to sell a continuity-type item.

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The Perfect Diamond
This extremely well-crafted ad takes what in reality is a fairly common item and imbues it with greater value by revealing little known facts about it. This is called "pre-emptive" advertising; facts presented for the first time are thought to be unique to the merchant who first informs the prospect. All or most fake diamonds may have the same specifications—but did you know these are created at 5,000 degrees, etc.

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