Direct Marketing in India at its best
If you are living in India and not subscribed to Reader’s Digest then you are missing free marketing lessons by one of the best direct marketers. My father has been subscribed to this magazine for last 8(or may be 10) years. And I have seen really GREAT examples of direct response advertising, powerful sale copy and magnificent sales process.
Ah, For example, I was looking into my swipe files and I found this letter from RD. 
I think I got this one about 3-4 months ago.You can click on it to read the first page.
Here are few things to consider about this package.
1. How do you think this letter will work in country where people are obsessed with English?
2. Where often English is going to be 3rd language?
3. When English is considered to be Important for career success.
4. This product cost at 1100 rupee (5 times of your specialized expensive books on vocab, 10-12 or more times of your grammer books)
If you take all these into accounts and with the elaborate package this sales letter came with. I guess RD is making mint on this letter.
If you read it in the letter, then take a note of few things. Notice how copywriter is handling all the objects and questions upfront. He’s making them into think about their future. For example in 2nd paragraph
“I won’t pretend that the book will turn you overnight into a best selling novelist, a nationally famous columnist or a successful politician. What it’ll will do is equip you with some of the basic skills of proffessional communicators, such as journalist and politicians”
Phew, loaded paragraph. In this paragraph, he’s not only handling the biggest objection but also giving them ideas on becoming famous columnist or novelist. Well according to the copy, you won’t be super star overnight but will learn if you buy this book…
Let me tell you this whole letter is loaded with things like this. Its about 4 pages long (on web page it’ll be about 10-12 pages long). This letter builds confidence, invoke curiosity and play with dreams and does an exceptionally job on selling.
I am subscribed to many magazines but trust me I only found Readers digest’s packages to be the best. I know because my father has bought tons of things from them (and we get 5-6 packages like this every year). And at one time, he was buying almost everything RD was sending it to us… Too bad, I don’t have swipe of those old letters. I was pretty naive, young about Direct response at that time.
There are others who are doing direct response marketing (but their copy, selling mechanism and everything sucked). Oh btw, I recently got a sales pitch for Jokes book for RD. Again, great package and all… even though I was wondering who’ll order the joke books yet I ordered it… 
damn them…
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