HARPER'S MAGAZINE SUBSCRIPTION PACKAGE
The main letter:
The copy immediately compliments the reader, appealing to his ego. Then the copy positions Harper's as an antidote to the phony, trivial reporting that masquerades as news in other publications. The copy establishes the magazine as an independent voice that seeks truth.
To attract the reader we wanted, the copy asks a series of qualifying questions. Each question illustrates a feature of Harper's, building excitement as the copy moves at a lean, non-stop pace.
The copy asks for the order more than once, using different urgent language each time.
The discounted price is presented in two ways to emphasize the terrific savings.
A call to action and testimonial in the postscript underscore the necessity of ordering right away.
