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. 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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Top 5 Reasons Why Our Contest Sucked (and how to avoid these mistakes)

Two weeks ago I threw a contest to gain traffic for our newly launched blog. I’ve seen it done many times before and have even entered contests myself. In fact, one time I even won. However, this contest was not what I expected. No one entered.

Why?

5. A Mediocre Prize

I offered $75 ($50 for you, $25 for your favorite Charity) and some recognition. Apparently, it was not enough. Had I done it over, I would’ve contacted other businesses to contribute prizes.

4. Friends Won’t Take Your Money

I have friends who said they were going to enter but didn’t want to “take my money.” I’m guessing that if the prize was donated by another business and wasn’t coming out of my pocket they would have entered.

3. Confusion

Don’t ask for more than one thing. There should not be a “Part A” and “Part B” for entering a contest. Make it dead-beat simple. The more entries the better. The goal is to create buzz in your target market.

2. Preparation

Before I launched the blog (I probably shouldn’t be telling you this) I asked a few trusted friends to comment on some of the posts. I was banking on “the law of social proof” that people would be more likely to comment if they saw other people had commented as well.

I could have made a similar request for the contest but would have asked a different group of friends.

WWU Students

1. My Target Market Is Not My Audience… Yet

We have so much appreciation for everyone who supports what we are trying to do. At the same time…

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