What To Say To Customers To Influence Spending

Years ago I attended a marketing seminar presented by the now-deceased, Gary Halbert.  Halbert proclaimed himself to be the world’s greatest copywriter.  Perhaps he was.   He often said, “The written word is the strongest source of power in the entire universe.”


During his seminar, he was explaining the power of words. He had us each handwrite two letters to our mothers as he dictated the words.   Each attendant was given two #10 envelopes.  We were to write our mailing address in the top left corner as you would expect. On the bottom of the envelope’s address side, he had us write the date and time the letters were written.


Here is the wording for the first letter:


Dear Mom,


I am very busy right now and do not have time to call and that is why I am writing you this letter.


You know Mom, not only are you responsible for my very existence, you are also the nourishment that has made my life sparkle.


I am under a lot of stress right now and for some reason, I started thinking about you.  It has occurred to me that maybe I have not let you know how much I appreciate and love you. I especially like remembering you (fill in the blank here from a good memory you have).


Anyway, I am going to make it point to see you just as soon as I can.







Next, Halbert instructed us to fold up the letter, insert it into the envelope, and seal it.


The next letter was much different from the first.   It said:



Dear Mom,


If I weren’t such a long way from home, I probably would not have the guts to tell you this, but the following has been true ever since I was born.


You have made my life a living hell.  Every person I know has a mother that is superior to you in every positive way imaginable. You are nothing more than a wrinkled up old #%$@(%!  and as far as I am concerned the biggest  $(g8@ f#J$(Y^ <OJ*V)#$#@#%%**!@@. So just in case your low IQ keeps you from understanding what I am trying to say, let me make it perfectly clear…




Please do not call or write me.  I have no inclination whatsoever to communicate with you ever again.








P.S. Dad sucks too!


Read my next post to see the follow up to this – you don’t want to miss it

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