Spodaj je objavljeno prodajno pismo, ki ga je Wall Street Journal uporabljal več let za komunikacijo s svojimi potencialnimi naročniki, saj je bil to eden najbolj uspešnih prodajnih pisem kadarkoli napisanih. Čustvena zgodba, ki igra na karto osebnega in poslovnega uspeha, je zadela bistvo tovrstnega komuniciranja.
Tukaj je besedilo:
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 avenge students, both were personable and both–as youngcollege graduates are–were filled with ambitious dreams for the future.
Recently, these men returned to their 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.
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.
You see, The Wall Street Journal is a unique publication. It’s the country’s only national business daily. Each business day, it is put together by the world’s largest staff of business-news experts.
Each business day, The Journal’s pages include a broad range of information of interest and significance to business-minded people, no matter where it comes from. Not just stocks and finance, but anything and everything in the whole, fast-moving world of business… The Wall Street Journal gives you all the business news you need–when you need it.
Right now, I am reading page one of The Journal. It combines all the important news of the day with in-depth feature reporting. Every phase of business news is covered, from articles on inflation, wholesale prices, car prices, tax incentives for industries to major developments in Washington, and elsewhere.
And there is page after page inside The Journal, filled with fascinating and significant information that’s useful to you. A daily column on personal money management helps you become a smarter saver, better investor, wiser spender. There are weekly columns on small business, marketing, real estate, technology, regional developments. If you have never read The Wall Street Journal, you cannot imagine how useful it can be to you.
Much of the information that appears in The Journal appears nowhere else. The Journal is printed in numerous plants across the United States, so that you get it early each business day.
Put our statements to the proof by subscribing for the next 13 weeks for just $28. This is the shortest subscription term we offer–and a perfect way to get acquainted with The Journal. Or you may prefer to take advantage of a longer term subscription for greater savings: an annual subscription at $107 saves you $20 off The Journal’s cover price. Our best buy–two years for $185–saves you a full $69!
Simply fill out the enclosed order card and mail it in the postage-paid envelope provided. And here’s The Journal’s guarantee: Should The Journal not measure up to your expectations, you may cancel this trial arrangement at any point and receive a refund for the undelivered portion of your subscription.
If you feel as we do that this is a fair and reasonable proposition, then you will want to find out without delay if The Wall Street Journal can do for you what it is doing for millions of readers. So please mail the enclosed order card now, and we will start serving you immediately.
About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?
Knowledge. Useful knowledge. And its application.
I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.
Peter R. Kann
Executive Vice President/
P.S. It’s important to note that The Journal’s subscription price may be tax