It leads you to the assumption that there must be something very specific that is missing between the two. What makes this "single" solution particularly believable is that the two men are portrayed as being the same in every other way. This is where the Journal presents itself as the solution, stating that the special success factor is "applied knowledge". Now they're faced with the idea that it could go downhill for them or seemingly already did - now, how can they avoid such a painful situation from moving forward. They crave to be the quintessential businessman that achieves great success & high status. One man ended up being more "successful in business" than the other.įor Wall St. It starts like a feel good story of "two men" who graduated together 25 years ago & are very happy with key areas of their life. The first three paragraphs are brimming with optimism. I've included those ads as well so you can see the similarities. What makes this letter particularly interesting is that there is strong evidence suggesting the narrative of the letter was swiped from older ads, specifically from ads for The Alexander Hamilton Institute (a popular correspondence school at the time). Journal subscriptions & ran from 1975-2003 with. Below is what many consider "The Greatest Sales Letter of All Time." It sold $2 billion worth of Wall St.
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