Final Thoughts on Mailbox Persuasion series

In this last video, I take all the information from the previous videos and identify the big-picture takeaway.

Here are a few questions I answer:

  • “What brand message was Harvard Business Review trying to convey?”
  • “How did they do it?”
  • “How can I improve my persuasion and copywriting skills?”

Here’s a few resources if you’re interested in learning more about persuasion and writing copy:
Influence: The Psychology of Persuasion by Robert Cialdini

The Ultimate Sales Letter by Dan Kennedy

Scientific Advertising (pdf download)

Has anything in your mailbox jumped out at you lately? Or is this direct-mail campaign an anomaly?

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Mailbox Persuasion: An unlikely case of brilliance (pt 7 and 8)

In this video I summarize what Harvard Business Review did well in their sales letter and what they could have done to improve.

The last piece of the direct mail campaign: the reinforcer.

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Mailbox Persuasion: An unlikely case of brilliance (pt. 5 and 6)

These are the last two videos of me analyzing the sales letter. In the next video I’ll sum up what Harvard Business Review did well and what they could have done to make their sales letter more persuasive.

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Mailbox Persuasion: An unlikely case of brilliance (pt. 4)

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Mailbox Persuasion: An unlikely case of brilliance (pt. 3)

The Sales Letter

Part 3 of the 9-part series. In this video I begin analyzing the persuasion tactics used in Harvard Business Review’s sales letter (where they try to get you to subscribe). Look out for a strong use of copywriting and minimalistic design

Pop Quiz: After watching the video, what type of internet marketing/products are you reminded of?

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Mailbox Persuasion: An unlikely case of brilliance (pt. 2)


Next video: the four page sales letter

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Mailbox Persuasion: An unlikely case of brilliance (pt.1)

Hey everybody,

This is the first video of a 9-part series where I decode the scientifically-proven persuasion tactics used in Harvard Business Review’s direct mail campaign.

“Direct Mail?”

I’m right there with you. I couldn’t believe I was actually looking at an advertisement from my mailbox. Because it was such a special case I decided to make a series of videos analyzing exactly what psychological and copywriting tactics they used to persuade at such a high level. These videos are very detailed with a lot of useful information packed in. I’ll be releasing the other eight videos over the next couple of weeks. Here’s the first:

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