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© 1989,1992 Abraham Publishing Group, Inc. All rights reserved
Reproduction, in whole or in part, without written permission from the publisher is prohibited.

Jay Abraham's Marketing Contracts is a publication of:


Abraham Group
27520 Hawthorne Blvd. Suite 263
Rolling Hills Estates, CA 90274 • 310-265-1840
apgi@abraham.com
www.abraham.com

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Preface

Each technically superb example in this collection of successful advertising was chosen
because it clearly illustrates an important advertising principle. To help guide you in the learning
process, each ad, direct mail piece or sales letter begins with an introductory note alerting you to
the technique(s) used within the piece.

Keep in mind, these ads were chosen for good reason — they are winners. They've earned
millions upon millions of dollars for the people that conceived and ran them. More than a few of
them are mine. But I also wanted you to be exposed to a broad range of other, equally profitable
styles and approaches.
Study these ads. Absorb the way they tell their story. Emulating their style is not just
educational — it could be one of the most lucrative studies you've ever undertaken.

I hope you'll profit from the study of these advertisements in two ways: first, I want to
inspire you to take these time-proven techniques and apply them to every ad you write.
But more importantly, I hope they'll open new windows of awareness and cause you to
examine the advertising and direct mail you see every day with a more discerning and informed
eye. This way, you will continue to advance and grow and profit even more from your study
every day — for the rest of your life!

Enjoy!

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Listing of Contents

1. Challenge Systems
2. Bicentennial Papers
3. $495 Transcript
4 Method To My Madness
5. Coin Dealers
6. True Story
7. Muscles
8. Lugers
9. Endorsement
10. American Media Group
11. Direct Response Agency
12. Unique Selling Proposition
13 Baseball Cards
14. Virgin Customer List
15. Marginal Net Worth Theory
16. Marginal Net Worth Theory II
17 Post-Purchase Possibilities
18. Better-Than-Risk-Free
19. Killer Headline
20. The Right Pitch
21. The Moving Parade
22. Working the List
23 Great Retail Ads
24. The Ultimate Tax Shelter
25. Blitzkrieg Survival
26. The Bump
27. The Magic Word
28. The list Is Crucial
29. Free Seminars
30. Consultations
31. Post-Purchase Reassurance
32. Self-Promotion
33. Tax Shelter Seminar
34. Joel Nadel's Boot Camp
35. Financial Intelligence Reports
36. GaryHalbert
37. More Halbert Tidbits
38. Marketing Test
39. Special Importance
40 Grow or Die
41. John Schauub
42. Ethical Bribes
43. Financial Survival
44. Bizar Financing
45. Contingency Client Solicitation
46. Selling a Business
47. Irresistible Bonus
48. The Perfect Diamond
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Robert G. Allen
CHALLENGE SYSTEMS, INC.
2010 Jimmy Durante Blvd./Suite 224
Del Mar, CA 92014

9:20 a.m., Thursday


December 22, 19 8 8
Del Mar, California

Dear Friend,
As you can see, I have attached a penny to the top of this letter
for two reasons:
1. I have something very important to tell you and I
needed some way to catch your attention.
2. Since what I am writing about concerns money, I thought a
little "financial eyecatcher" was especially appropriate.
My name is Robert Allen. On March 13th, my staff hand-selected and
taught 189 people from all over the country my secrets to wealth.
Within 60 days, those people had profited an average of $12,916 per
person. 5
This same staff will be in Southern California January 5th thru 14th
and, if possible, they would like to meet with you on a personal
basis.
On those days, a brand new way to make some very serious money in
the 1989 real estate market will be revealed to a select group of
people, utilizing two almost unknown advantages "hidden" in the new
tax law.
With the changing economic climate that follows a presidential
election, right now is the best time to buy real estate. If you're
interested in high cash flow real estate, spending the day with
these specialists could be worth a virtual fortune to you. In fact,
we personally guarantee your success. Not only will you learn the
latest techniques of real estate investing from us...
"You Must Make $10,000 Or More In The Period
Of One Year Or We Will Refund Your Tuition!"
This intense training is not for everyone. It is only for those
people who are serious about having or controlling huge sums of
money. When you meet with us, you will receive FREE a special
collection of four reports containing information not included in
my two best-selling books: "Nothing Down" and "Creating Wealth".

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Here are the titles of those reports:
1. A Hidden Twist In The New Tax Law That Once Again
Makes Real Estate The Number One Investment In America
Today
2. An Amazing Secret That Lets You Talk To Owners Of
Bargain Properties Before Anyone Else
3. 12 Telephone Numbers That Can Double Your Income In
The Next 12 Months
4. A Simple 4-Paragraph Letter That Helps Yc. Flush Out
Motivated Sellers

These reports alone are worth the $59 cost of tuition. Yet they
reflect only a sampling of the money-making information that will be
shared with you.
I have enclosed a ticket to reserve your seat and FREE reports. All
you have to do is call and confirm your reservation. Pre-register
with your MasterCard or Visa when you call, and the cost of tuition
is only $39. Call and pre-register before January 4th, and you'll
receive FREE this additional bonus:
All The Forms You'll Ever Need To Profit
In The New 1989 Real Estate Market
We'll meet from 9 a.m. until 3:30 p.m.; the check-in desk will open
at 8 a.m. Location details are included on the enclosed ticket.
Please call now. Because of the extremely low tuition, we have an
idea this meeting will fill up fast. (We turned away 169 people
last time!) Call toll-free:
1-800-345-DO IT (3648), ext. 2B0
or 1-619-755-5501, ext. 280

Robert G. Allen

P.S. Please let us know even if you cannot come so the reports
reserved for you can be released to someone else. Thank you.

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Bicentennial Papers
This promotion provides plenty of meat for the prospect to chew on while making his decision.
Note how the copywriter addresses the issues and questions that are probably foremost in the
reader's mind concerning the papers: rarity, condition, contents of a sample issue, significance of
offering, etc. This "greases the chute," removing objections and obstacles from the customer's
path of buying.

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$495 Transcript
Note the hot "bullets" on page 11. They cover a lot of territory quickly, and are bound to hit a
bull's eye with a fairly large percentage of the readership's concerns.

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Method To My Madness
A great example of taking customers on a journey through the workings of your mind, clearly and
logically showing them why you can make such a seemingly overgenerous offer, and why it is
mutually beneficial for you both to follow the call to action.

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Coin Dealers
These letters go a long way in establishing confidence in a few practitioners in a profession with
many operators of questionable integrity.

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True Story
The specificity of the case history in this ad presents compelling case for calling this dealer.

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Muscles
Testimonials, plus a great story, make this easy and pleasureable to read; the realistic tone is crucial
to the believability of this ad.

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Endorsement
An endorsement carries so much more weight than bloated first-person claims of greatness.

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American Media Group
This letter invites the reader into the "inner workings" of the organization, building credibility,
trust, and business.

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Direct Response Agency
A novel approach to the concept of an ad agency— improved results on advertising are possible at
no financial risk and guaranteed. The testimonials are sincere and confidence-building.

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The Lazy Man's Way to Riches
The classic ad that built an empire. If you learn nothing else from this ad, learn that the warm,
one-on-one conversational tone in advertising yields results.

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Unique Selling Proposition


A great example of a Unique Selling Proposition; the coin dealer who will undo the wrongs of
other dealers at no charge. It exudes confidence as well as good will— a genuine concern for
others.

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Baseball Cards
The impressive display of facts arranged in an easy-to-analyze manner, coupled with the high
perceived value bonus, make this a compelling offer. Also note the continuity nature of the
offering, as explained on the coupon.

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Virgin Customer List
This headline would pique the interest of just about any business owner, the letter than proceeds to
educate, and offers a way to take advantage of this newly-discovered "asset."

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Marginal Net Worth Theory
This bargain-basement offering of pricey newsletters made its money from the fact that a certain
percentage of readers re-subscribed at the regular rate after their cheap subscription ended. The
newsletters got the opportunity to prove just how valuable they could be to the reader. A
customer's value must be computed to figure out just how much you can spend to acquire him and
still turn a reasonable profit over the course of his business lifetime with you.

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Marginal Net Worth Theory II

Here's another angle on Marginal Net Worth Theory, well-presented for the average reader. By
investing in marketing before tax time, you can delay profits until the next fiscal year.

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Post Purchase Possibilities
This post-purchase letter does a few things simultaneously; it builds good will with the free gift, it
offers another expensive kindred item for sale, and finally, it warms up the respondent to fill in a
marketing survey questionnaire, which will be of great use in effectively planning future
promotions.

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Better Than Risk Free
The valuable bonus offered at the bottom of the coupon could be the kicker that makes the deal
enticing enough for a customer to give it a try. That kicker, or bonus, can vastly increase the
profitability of the offering. The key is to get a bonus with high perceived value and low actual
cost.

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Killer Headline
The headline on this letter is a real grabber. The sincere, believable tone is convincing and easy to
get involved with. It's an entertaining and convincing pretense for a letter.

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The Right Pitch
This letter contains an effective outline to emulate: first, offer free, useful samples of
information to bring the reader into the copy—then, plenty of benefits promised to be delivered
to stir his interest and desire, and finally, a risk-free guarantee with a call to action to get the
reader to place an order.

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. ■ I

The Moving Parade


This story about Jay's experience with an interior decorator clearly illustrates the necessity of
building growing client relations.

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Working the List
This letter starts off by first validating the prospect's original wisdom in purchasing the basic
course, and gracefully segues into the compelling reasons for stepping-up to the advanced course.

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Great Retail Ads
These ads tell a complete story. They satisfy the prospect's hunger for knowledge about the
product.

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Challenge Systems
Robert Allen does a lot of things right: The bold guarantee. The eye-catching penny that leads
naturally into the text of the letter. The $59 price that promises great value. Note also the
postscript which asks for action, even if the prospect is not interested in coming to
the seminar at the present time. Any mail order responsive name is a valuable asset, and
capturing those names is a lucrative endeavor. Finally, the plain simple envelope with a first-
class postage stamp will be opened more readily because it looks like personal mail.

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The Ultimate Tax Shelter
By presenting the features of a familiar product, annuity life insurance, in a fascinating new light,
instead of eliciting disinterest or groans of boredom, the promotion generated massive numbers of
leads that catapulted this broker head-and-shoulders above his competition.

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Blitzkrieg Survival
A well crafted ad, with the reasons for the preferential price clearly and convincingly articulated.
The "stipulations" on page 3 help authenticate that this is truly a test, and not just a promotional
gimmick.

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The Bump
Here's a classic example of a "bump" or upsell; the options provided on the coupon (the
husband/wife plan, and the smokers supplement)
Upselling add
is critical to dramatically to the profit potential.
success!

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The Magic Word
The word "free" is, was and always will be a strong enticer. The headline in this piece is really just
another way of phrasing the contingency client arrangemenL

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The List Is Crucial

This lead generating device operated initially at a loss, but ended up

producing millions upon millions of dollars from working the customer list

it produced.

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Free Seminars
The exclusivity factor of these seminars greatly increases their appeal. They offer real value for the
respondent talcing the time to come listen to the firm's sales pitch.

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Consultations
This ad offers a true bargain with a complete transference of risk onto the seller. The nine month
guarantee enhances confidence that the seller can truly deliver on his promises.

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Post Purchase Reassurance
This letter went out with the first shipment of vitamins to a continuity-type customer. It reinforces
all the benefits that will accrue to the customer by using this product "You are smart; you have
chosen well," should be the underlying message of all post-purchase letters.

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Self-Promotion
These ads present a variety of propositions with similar strategies underlying most of them:
Jay takes the onus of risk upon himself. He effectively conveys the upside, while explaining the
downside. He explains his motivations up front He makes the deal attractive for both parties. And
he presents himself as a knowledgeable, savvy player.

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Tax Shelter Seminar
The credibility of the speaker is firmiy established, and the income criteria is formulated to bring in
highly eligible prospects. Note also the ease of registration with the 800 telephone number.

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Joel Naders Boot Camp
The deeply detailed background story brings the man to life. Note the clever, credibly formed
guarantee under the heading "A No-Lose Deal." It rings true.

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Financial Intelligence Reports
This testimonial-based ad shows how kind words from third parties carry plenty of credibility.

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Gary Halbert
Yes, the man is outrageous, wildly funny, and utterly unique. But look at how convincingly and
charmingly this approach can get free copy writing work done on speculation, perhaps by top
copywriters.

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Marketing Tests
This package involves the distilled essence of a number of wealth building principles. It's a clear
example of how packaging kindred items can enhance their value.

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Special Importance
This offering, directed to a small select group, is designed to make the reader feel especially
important, part of an elite cadre—this is the sort of recognition we all crave on some leveL By
recognizing customers as valuable and special, they become that much more receptive to your sales
pitch.

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Grow or Die
A densely informative ad, covering a huge number of questions a prospect might initially raise,
designed to produce extremely hot leads.

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John Schaub
The endorsements Schaub has garnered add greatly to the credibility of the promotion

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Ethical Bribes
Cayman Island telephone numbers with top secret information. Free Gold. Ridiculously low prices
on valuable information. These are ethical bribes; they sweeten deals and fatten profits.

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Financial Survival
Check out the first four paragraphs after the salutation; it's a mini-short course in copy writing!
Plus, it congratulates the reader for his discerning intelligence in reading this far—an excellent
approach if you want the reader to make it through your whole letter.

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Bizar Financing
A seminar that
opportunity promises
crowd biglarge
seeking benefits forprofits;
instant $15 admission. It'skey
notice the clearly targetedinatlarge
hot phrases a business
letters

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Contingency Client Solicitation
These letters have a triple purpose: a) they establish Jay's credibility b) they give a firee sample of
his techniques and c)they provide the criteria Jay is looking for in a contingency client

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Selling a Business
The basic questions any prospective buyer might have arc cogently and credibly answered right up
front The image projected is of a very fair, responsible, sincere, and honest businessman.

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Irresistible Bonus
The bonus in this case is worth more than the actual item the prospect is being asked to buy.
Here's a perfect example of high perceived value with a low cost of actual fulfillment being used to
sell a continuity-type item.

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The Perfect Diamond
This extremely well-crafted ad takes what in reality is a fairly common item and imbues it with
greater value by revealing little known facts about it. This is called "pre-emptive" advertising; facts
presented for the first time are thought to be unique to the merchant who first informs the prospect.
All or most fake diamonds may have the same specifications—but did you know these are created
at 5,000 degrees, etc.

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