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A letter written by a freelancer Martin Conroy for the Wall Street Journal it brought the news company $2 billion in revenue. This famous letter was, in fact, a subscription call to readers and was in circulation for a full 28 years. People received this letter from 1975 to 2003 and many of them decided to subscribe to the Wall Street Journal based on this one letter alone.

 

The most expensive letter in the world

We believe you are interested in what was written in it. Here's what the $2 billion letter looked like:

"Dear Reader,

One fine late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very similar to the two of them. Both of them were above-average students, both of them were good-looking and both of them, like all young graduates, had great ambitions for the future. Recently, the two returned to their college to celebrate 25 years since their graduation. They were still very similar. Both were happily married. Both had three children each. And they both, it turns out, went to work for the same manufacturing company in the Midwest after graduation, and were still working there.

But there was a difference. One of them was the director of a smaller department of that company. The second was its president.

 

What was the difference?

Have you ever wondered, as I have, what makes such a difference in people's lives?

It is not innate intelligence, talent or dedication. Nor is it that one person wants success and the other doesn't.

The difference is what each person knows and how they use that knowledge.

And that's why I'm writing to you and people like you about the Wall Street Journal.

Because that is the whole purpose of the magazine: to provide its readers with knowledge - knowledge that they can use in business.

two-billion-dollar-letter-knowledge-is-wealth

Unique publication

You see, the Wall Street Journal is unique publication. It is the only national business daily in the country. It is compiled every weekday by the world's largest team of business news experts. 

Every weekday, the pages of the magazine contain a wide range of information that is relevant to business people, regardless of where they come from. It's not just the stock market and finance, it's all about the fast-moving world of business... The Wall Street Journal gives you all the business news you need - when you need it. "

This is just one part of a letter written by Martin Conroy, and he finished it very effectively and without false promises:

 

Investing in success

I can't promise you that you will become successful immediately if you start reading the Wall Street Journal. But what I can guarantee is that you will always find The Journal interesting, always reliable and always useful.”

This letter was changed and used many times for marketing purposes.

The story of two young men who were very similar, yet one more successful than the other, brought the Wall Street Journal billions of dollars in subscriptions. 

And what is your story?

 

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Made by Ana Korolija - Senior Copywriter @Digitizer