What the Wall Street Journal’s Sales Letter can Teach us in FE

sales letters ework when sent by email or snail mailSales Letters Aren’t Dead .. Even in the Digital Age

In fact in many ways sales letters are more important than ever for one simple reason.  They work.

And actually today you have two options to choose from.  You can send them by snail mail or by email.  Both work.

Why Do Sales Letters Still Work?

Simple.  Because a good sales letter follows a simple formula that works in any situation  .. by snail mail, online or even if used verbally.

The content of  a good sales letter can also be promoted on social media.


The World’s Most Successful Sales Letter. 

I’m told the most successful sales letter known was written by Martin Conroy and it was used continuously for 28 years.  It allegedly brought in over $2billion in revenue in the 28 years.

The letter runs to two sides of A4, no more.  Page one relates a story .. you can read it below.  Page two makes an offer.

The letter is relativity low key, isn’t overly salesy (especially bu US standards) and worked for 28 years.


How to Use the Wall Street Sales Letters Today

This letter is your template to recruiting students, employers and employees to your college.  You don’t need to even send a letter via snail mail.  Just follow the principles used here to produce a webpage, email or even a video aimed at a niche audience.   Bring a story to life and engage people with your “sales letter”.


The Wall Street Journal Sales Letter …. page one


Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future.

Recently, these two men returned to college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t always a native intelligence or talent or dedication. It isn’t that one person wants success and the other doesn’t.

The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge – knowledge that they can use in business.

When will you write your sales letter?

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