This sales letter generated $1.8 million in weeks.
This was a record in 1970 direct marketing circles.
This is an awesome sales letter that uses a number of ideas to trigger the buying desire in the readers.
Remember that these old-style direct marketing letters or newspaper advertisements were mostly seen by cold prospects so the letter had to hit their trigger buttons quickly to get them to read, then keep them engaged to get them to take action.
The action was not as simple as clicking a link or button.
No, the buyer had to fill out and clip the order form, write out a cheque, put it into an envelope, add a stamp and take it to the letter box.
At any point in that process some would decide to not take it further.
This letter was part of a mail-out so there would have been an order form and perhaps a postage paid envelope in the bundle which cuts down some of the steps, but they still had to take a number of steps to complete the transaction.
Then there is the trust factor.
The buyer trusts that they will get what they’ve paid for and that it will meet or exceed the promise in the sales letter because getting a refund and returning the item is also a hassle.
The Franklin Mint was founded in 1964 by Joseph Segel so they probably had some recognition and reputation by 1970 when this letter was sent.