I’ve always loved the PS to this letter, which reads:

P.S. It’s important to note that the Journal’s subscription price may be tax deductible.

(Whatacopywriter!)

This lead-in sentence nearly put me to sleep:

“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college.”

Classic bore it was, I dozed off after simply wondering where it was taking me zzzzzzz a great bed time story!

The letter actually draws the reader in and helps the reader to contextualize the value of the Wall Street Journal.

Today, the letter may not sound as convincing as it was many years ago, because we now have plenty of competing publications; and quite a number of them are even free. However, the magic is clear – compelling, relevant story that can be contextualized.

these days is all about “mention the brand 3 times at least, test your keywords, etc, etc…”

A short story that makes you wonder “how it ends” therefore you continue to read it.

and at the end, the selling point.

classic old school but effective.

Such a great post and letter! I think that some of the best advertisements are stories evoke emotions. I felt jealous of the president (we don’t need to unpack why I immediately saw myself in the other guy), and I wanted to have the knowledge that led him to his success. Thanks for such a great share.