Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future. They were very much alike, these two young men. On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. The letter begins like this (the original copy is attached below): I’ve compiled every method into this post with an infographic breaking down the anatomy of the $2 billion sales letter. It won’t surprise you that this “simple” 2-page sales letter contains over 8 pages of brilliant copywriting tactics. You’re about to see every element, broken down step by step, so you can understand precisely why this copy was so massively successful.

Wall Street Journal’s copywriter wrote this direct mail sales letter that generated over $2 billion. The rest of the reasons are in the form of cash - cold, hard profit. The first reason? Well, it’s the best sales letter ever written (as measured by profit). There’s over 2 billion reasons to read this sales letter.

Jay abraham unique selling proposition