National Taxpayers Union Letter #35

— Overview —
Identifying a common enemy is a great way to establish a bond with the reader. The short, punchy
writing style also makes this long letter a quick read.

Comparative
story technique?
We also saw
it work earlier
in the Hall of
Fame Wall
Street Journal
letter.

In this pitch,
safety is just as
smart a selling
point as the tax
savings ...

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 National Taxpayers Union Letter #35

These questions are

tough for a reason ...
it’s a way to “show”
the problem!

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 National Taxpayers Union Letter #35

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 National Taxpayers Union Letter #35

The writer
just turned
a standard
guarantee
into
3 FREE
bonuses
(without
increasing
the
mailing
costs a
dime!)

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 National Taxpayers Union Letter #35

Notice how he’s

given the product
an implied value of
$5,000 or more?

Here’s
another
“TLC
Payoff”
argument
— The
more work
that goes
into the
product,
the more
valuable it
feels.

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 National Taxpayers Union Letter #35

This letter
is in Plain
English,
too — the
kind of
“Barstool”
talk that
people can
follow
easily.

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 National Taxpayers Union Letter #35

Sometimes
bullet
lists feel
stronger
if the
structure
of each
bullet is
repeated ...

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 National Taxpayers Union Letter #35

Even
though
every
American
has to
pay taxes,
this is an
exclusive
offer ... Clearly, a
“Friendly
Ultimatum”...

Here’s something
tax filers can
understand —
a deadline!

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