[All the following is summarized from "Million Dollar Mailings"]

This letter has generated over a billion in sales. 810 words. $1,250,000 per word.

There might be a little something to learn from this letter.

It was written by Martin Conroy who was a freelancer. The Journal, according to information on this letter, had a circulation of 2,000,000. So
the list knew about the Wall Street Journal/the product. The purpose of using the Wall Street Journal (in terms of list usage) was the sales
letter recipient would be using it for business and investment purposes - the incorporated company would pay for it - and thus it is a tax
deducted purchase.

That's the background information on The Wall Street Journal (aka "the product") from the customer/list perspective.

The offer is for a 13-week trial at less than $50, thus the commitment is small. A full years subscription at the time was $185.

Simple packaging, order form, 2 page letter, and business reply envelope. Conservative business stationary.
No teaser on the outside envelope, no brochure, no photo, no premiums.
The graphic design that stands out the most in the whole package is the words at the top of the page 'The Wall Street Journal' as the
dominant visual element.

The target prospect for The Wall Street Journal at the time of writing was 25 to 54, college grads, with income $30k, professional managerial
job, interested in career/financial advancement.

You think that may have something to do with how the customer SEE'S THEMSELVES IN THE 'TWO MEN' STORY?

When you understand who the letter was written for - and you match that to the plot line - you can see the connection. "I'm on the way up -
here's how the person in the story got their way up the ladder..." ...see the connect?

The letter, to this prospect, is believable. Plus, the prospects, upon reading the letter know people like the people in the letter. They can
RELATE to the story in their real life.

The offer, at the time of writing, was sent primarily to selected response lists that have demonstrated good history over time (response,
renewal etc)

Also note: payment options are in a specific order.

Guarantee is simple. "Cancel your subscription any time and receive a refund for the undelivered portion."

Also, womens lists evidently had no negative effect even though the letter is about men.

Conroy asks questions of the client such as:

What kind of person is your best prospect?
What does your product do for that kind of person that's new and/or different and/or better and/or unique?
Can you give me a sample/samples?
May I have your control mailing, and another mailing that did well, and another mailing that bombed?

"One: Write unto others as you would have them write unto you.
Two: Pride goeth before a flop." - Martin Conroy