» scrisoarea este elementul central al oricarei activitati de marketing direct;
  » de modalitatea in care se formuleaza oferta si se contureaza mesajul depinde, in mare masura, succesul unei campanii;
  » rezultat al experientei, al studiului si, nu in ultimul rand, al creativitatii, scrisoarea este cheia catre o buna comunicare.
  Depinde de noi ca aceasta cheie sa se potriveasca la cat mai multe usi.

1. „THE WALL STREET JOURNAL”
World Financial Center, 200 Liberty Street, New York, NY 10281

Dear Reader,

On a beautiful late sping afternoon, twenty-five years ago, two young men gratuated from the same college. They were very much alike, these two young men. Both had been better then average students, both were personable and both – as young college graduates are – were filled with ambitiouts dreams or 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, iti turned out,had gone to work for the same Midwestern manufacturing company after graduation, and were still there. Buth there was a difference. One of the men was manager of a small department of that company. The other was its president.

What Made The Difference
Have you ever wondered, as I have, what makes this kind o f difference in people’s lives? It isn’t 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 us 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.

A Publication Unlike Any Other
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 larges staff of business-new 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.

Knowledge Is Power
Right now, I am looking at page one of The Journal,the best-read front page in America. It combines all the important news of the day with in-depth feature reporting. Every phase of business news is covered. I see articles on new taxes, inflation, business forecasts, gas prices, politics. I see major stories from Washington, Berlin, Tokyo, the Middle East. I see item after item that cann affect you, your job, your future. And there is page after page inside The Journal, filled with fascinating and significant information that’s useful to you. The Marketplace section gives you insights into how consumers are thinking and spending. How companies complete for market share. Plus daily features on the challenges of managing smaller companies. The Journal is also the single best source for news and statistics about your money. In the Money&Investing section there are helpful charts, easy-ti-scan market quotations, plus „Abreast of the Market”, „Heard on the Street”and „Your Money Matters”, three of America’s most influential and carefouly read investment columns. If you have never read The Wall Street Journal, you cannot imagine how useful it can be to you.

A Money-Saving Subscription
Put our statements to the proof by subscribing for the next 13 weeks for just$44. This is among the shortest subscription terms we offer – and a perfect way to get acquainted with The Journal. Or you may prefer to take advantage of our better-buy – one year for $149. You save over $40 off the cover price of The Journal. Simply fill out the enclosed order card and mail it in postage-paid envelope provided. And here’s The Journal’a guarantee: should The Journal not measure up to your expectations, you may cancel this 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 resonable 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 the 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 applications.

An Investment in Success
I cannot promise to 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.

Sincerely,
Peter R. Kann Publisher

- aceasta scrisoare este folosita de mai bine de 20 de ani, bucurandu-se de acelasi succes la fiecare transmitere.
- rezultatele pe care le aduce, in mod constant, face ca ea sa fie una dintre scrisorile de referinta in acest domeniu.
- se estimeaza ca rezultatele s-au concretizat in mai mult de 1 bilion$ din comenzi de abonament.

2. Expeditor: Story Magazine
Autor: Josh Manheimer

- scrisoarea are in vedere reintroducerea unei reviste literare, adresandu-se unui segment select si vizat, in consecinta, de toate aparitiile de acest gen de pe piata;
- cu toate acestea, scrisoarea a cunoscut o rata de raspuns de 14%, ceea de ne face sa concluzionam ca selectia riguroasa a bazei de date reprezinta un element important in succesul unei campanii de DM.

The magazine that first published J.D Salinger, Tennessee Williams, William Saroyan, Kay Boyle, Elizabeth Janeway, Nelson Algren, Erskine Caldwell, Truman Capote, Norman Mailer... ...has just made a resounding return!
Introducing...the new... STORY You have the Premier Issue reserved in your name. May we send iti to you free?

Dear Friend,

You may know the story.

Fifty-eight years ago in Vienna, the first issues of a magazine were cranked out on an old mimeograph machine.
However, buried within those ink-smudged pages were gems of fiction no other publication at the time could touch.
The magazine was called STORY.
Now, in the most talked about revival in the history of publishing, STORY magazine will return to bring you today’s most compelling voices in literature.

Riveting. Captivating. Talk-to-me-later-I’m-busy stories.

Whether you enjoy the quiet thrill of discovering an unknown 24-year-old who promises to be the next Carson McCullers…
…or relish a sliver from Norman Mailer’s soon to be published new novel, you’ll cherish this Premier collector’s copy.
No essays. No reviews. No poetry. Just stories. Brilliant short fiction that will make you shout across the room, “You’ve really got to read this!”
Frankly, before the return of STORY, to enjoy today’s top fiction, you had to hunt through countless, hard-to-find, literary journals – an undertaking of considerable effort and expense.
Now, however, you’ll soon have at your fingertips an assemblage of gripping, spellbinding, humorous, tantalizing tales that you can devour in minutes.
No other mainstream publication today can offer you this unique experience.
Short fiction has always been the seed bed for promising new authors.
As a Charter Subscriber to STORY, you will be able to count yourself  among the small discerning audience who appreciates the deep satisfaction one gains by keeping abreast of the current climate in literature.
Printed on heavy premium paper and sturdily bound, STORY is meant to be read, dog-eared, borrowed, but above all – cherished and collected for years to come.
     
Great stories endure.
Soon you can treat yourself to fiction of extraordinary stature in just minutes.
I know of no other feeling like it.
Correction.
I do know of one other feeling...
Becoming a part of literary history.

To get your free Premier Charter Issue...

...SEND NO MONEY. Simply mail back the enclosed R.S.V.P and we’ll rush you the Premier issue at absolutely no charge.

If  you like what you see and want more, we’ll sign you up for the full year at the low introductory Charter rate of just 15$ and forward 4 additional quarterly issues (making 5 you’ll receive in all) !

Your Risk-Free Guarantee:
If you decide not to continue as a Charter subscriber, simply jot „No Thanks” across our bill, return it, and that will be that.
Keep the free Premier issue regardless, as our way of saying, „Thanks for at least giving STORY a look”

Cordially,
Richard Rosenthal
Publisher

P.S. Your Free Premier Charter issue of STORY is bound to be a collector’s item. Because only so many will be printed, we can hold onto your personal copy for a short period before we must offer it to someone else.

To assure your free Premier copy reaches you without delay, please return your R.S.V.P. by the earliest possible postmark.
Thanks.
R.R.