Bad example of direct mail copywriting?

OK, so over the past few days I’ve presented a couple examples of copywriting here, that I thought were pretty good.
 
Some of us liked the copy… some of us didn’t…
 
But hey, that’s one thing a discussion is about. While we may have different opinions, and we may not always agree… At least we can exchange ideas, and talk about something we’re all (hopefully) passionate about.
 
And as long as you agree with my opinion… then your opinion is a good one 🙂
(Whoa! Put the pitchforks away guys, I was only joking… Just tryin’ to add a little levity to the chat… jeez)

 

Anyway, I brought another one here for your enjoyment… entertainment… critique… and exuberation (I don’t know if that last one’s even a word? But if it’s not, it should be… cause it’s kinda fun to say).
 

This next piece came in my mail a couple years ago. I saved it because I thought it was such a curious specimen.
 
It’s from a car dealership, a couple towns over from where I live.
 
I remember trying to contact them, to find out what the response rate was for this piece? But all I was told, was that direct mail doesn’t work, and they were taking their marketing efforts elsewhere.
 
So I’m guessing it didn’t bring in a ton of business for them?
 
Now, I have my own opinion of this (oh…let’s call it a sales letter), but what do you guys think of it?
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A little activity to exercise your sales copy chops

Good morning Mr. and Mrs. Copywriter (and all the ships at sea)

Here’s a little game to help you new writers (and experienced writers as well) exercise your sales copy brains.
 

I don’t remember when I first picked up the lesson? But one of my writing coaches taught it to me years ago. And every once in a while it’s something I still do (when I have the time)
 

Basically we take a winning sales letter and dissect it. To see what makes it work.

Today we’re looking at a direct mail piece I got, from a local insurance guy.
 

No, I didn’t write it. And I’m not affiliated with the guy in any way.
 
But I’ve gotten this same letter every couple months, for more than a year now. Which leads me to believe it’s a responsive control piece.
 
(for the new writers here, a “control piece” basically means it’s getting a good enough response rate, to make it worth mailing, over and over again)

 
I blocked out the contact info, just for privacy sake. But the rest of the letter is intact.
 

Anyway, here it is…
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Small business marketing is not an expense (it’s an investment)

 

“Running a business without advertising and marketing is like winking in the dark; you know what you’re doing, but nobody else can see you.”

 

Small Business Advertising and Marketing

 

If you’ve been in business for any length of time, then you already know; there’s only 3 main ways you’re going to “stay in business”…

 
1) Increase your number of customers.

2) Increase the size (or dollar amount) of each sale.

3) Increase the frequency of repeat customers.

 

It’s not rocket science… it’s simple math!

– When you do 1 of these, your sales will go up.

– When you do 2 of these, your sales will multiply even more.

– When you do all 3, your sales, and profits, will expand geometrically.

 

Of course, there’s other ways to increase your bottom line, like cutting waste and streamlining efficiency.

But without customers, you don’t have a business; and nothing else is going to make a difference.

 

This is where advertising and marketing comes in

 
Unfortunately, here’s where most business owners go wrong…

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Ethics in marketing – good business? or idealistic foolishness?

There was a thread the other day, on one of the marketing forums I belong to, that touched upon a point of morality and ethics in marketing.

One of the members was called out for blatantly lying to, and deceiving his market, in order to promote himself as being a master marketer.

That member shot back, and basically told his detractors “The best marketers adjust the facts, so get off your high horses and start living in the real world!”

He then went on to justify his claim, demanding that he could “honestly” say he produced tens of millions of dollars for past clients, because he once worked for a company that did so.

And even though he wasn’t personally responsible for those transactions, he wasn’t lying. He was simple “adapting the truth” to fit his own needs.
 

Now, I don’t know how you feel about his justification; But to me, with that type of logic, a cashier at Walmart could say they’re a front line financial expert, managing an entire sector, at a multi billion dollar company.
 

Is it a lie? Or, is it simply an adapted truth?

To me, it sounds deceptive… what do you think?
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How to write authority articles for your website

 

The importance of using articles to help promote your website, cannot be overstated.
 
Not only can they add useful content to your online presence, which gives people a reason to visit your website, but articles can also promote you and your company as being a knowledgeable authority in your industry.
 
But, it’s not just about stuffing your site with articles for the sake of having a lot of content.
 
Cheap, useless five dollar content might fill up your website, but if you become known for having a website full of useless crap, it’ll do more harm than good to your company’s reputation.
 
On the other hand, a well written article will catch the eye and interest of your customers, and keep them coming back for more. And they may even recommend your site to others.

 

Here’s a couple basic tips to help you make your articles better…

 
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