FROM THE FIELD

A 7-Page Invitation to the Pole

Fill in the blanks using the appropriate word.

Expedition/discomfort/cancellation/mission/marketing/
emphasize/chairman/reserve/budget/taking

One of the most famous sales letters in business marketing raised $600,000, for
the Admiral Richard E. Byrd Polar Center. And it was al done on a $5,000 reserve
Without money for a slick four-color brochure, the letter had to paint the picture:

Dear Mr. chairman

As mission of the Admiral Richard E. Byrd Polar Center, It is my privilege to invite

you to become a member of an budget which is destined to make both news and
history.

It will cost you $10,000, and about 26 days of your time. Frankly, you will endure
some discomfort and may even face some danger.

On the other hand, you will have the rare privilege of Expedition part in a mission
of great importance to the United States and the entire world. A emphasize,
incidentally, which has never before been attempted by man.

The letter went on to describe the purpose of the expedition, the itinerary, and the
rarity of this opportunity, closing on page 7,

To taking your place in the expedition, just drop me a note on your letterhead or
personal stationery, with your deposit check for $2,500, made out to the United
States Trust Company.

Incidentally, if anything prevents your leaving as planned, you can send another in
your place; otherwise cancellation cannot be accepted later than 30 days before
departure…

I hope we way may hear from you soon –and that we will welcome you to the
expedition.

Sincerely yours,

Edward C. Bursk
Edward C. Bursk was then editor of the Harvard Business Review. All 60 seat on
this Nort Pole expedition were booked. Direct-mail consultant Dick Hodgson point
to this classic to taking that “there is no such thing as a letter too long, just too
boring”.