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Www.torbaydevelopmentagency.co.uk Secrets of The Brand.

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Presentation on theme: "Www.torbaydevelopmentagency.co.uk Secrets of The Brand."— Presentation transcript:

1 Secrets of The Brand

2 Secrets of The Brand

3 Secrets of The Brand

4 Secrets of The Brand

5 Secrets of The Brand

6 Secrets of The Brand

7 Secrets of The Brand

8 Secrets of The Brand The Best Marketing Letter EVER

9 Secrets of The Brand

10 Secrets of The Brand

11 Why? Disarming But Charming “We haven’t even printed our letterhead yet” Confidence Breeds Confidence “Will be one of the best sellers you’ve ever handled” Cloak of Credibility He makes sure the reader knows they worked previously on Esquire (one of the most prestigious magazines in America at the time). Credibility is implied as a result

12 Why? A Unique Advantage Hefner hits his reader with the “big news” that he has the rights to publish a full colour Marilyn Monroe nude study Clarity on the Commerce Hefner sets out the contractual arrangement and potential for profit No Pain and Lots of Gain “postage paid air mail reply card” Eye Catching The highlighted words on the page are not accidental. The phrases in italics are “in full colour” and “on a returnable basis”

13 Secrets of The Brand

14 Secrets of The Brand DO WE GET TRICKED?

15 Secrets of The Brand

16 Secrets of The Brand

17 Secrets of The Brand

18 Secrets of The Brand

19 Secrets of The Brand HAPPY CLOCKS

20 Secrets of The Brand

21 Secrets of The Brand

22 Secrets of The Brand

23 Secrets of The Brand

24 Secrets of The Brand

25 Secrets of The Brand

26 Secrets of The Brand

27 Secrets of The Brand

28 Secrets of The Brand

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30 Secrets of The Brand

31 Secrets of The Brand

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33 Secrets of The Brand

34 Secrets of The Brand

35 Secrets of The Brand

36 Secrets of The Brand

37 Secrets of The Brand

38 Secrets of The Brand

39 Secrets of The Brand The Elevator Pitch


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