A Direct Mail Package So Bad They Had to Send It Twice

I recently received two copies of the same direct mail package on the same day.

When I opened the first package and pulled out the letter, I discovered that two gentlemen named Jeff Vacek and Ken Preuss had “reserved a free seat” for me to “personally attend” their “Info Marketing Millions Ultimate Blueprint Event.”

I also discovered this event featured Jeff Vacek and Ken Preuss teaching me “LIVE for 3 Full Days!”

They even included their photos on the front page of the letter so I would know what they look like.

See for yourself (and click the image to download the PDF of the full first page):

Info Marketing Millions Seminar Sales Letter

There are many things about this letter that don’t add up.

First of all, they sent me two copies of the same package. Apparently, this was so last-minute they couldn’t find time to de-dupe their mailing list. I hope this is not one of the strategies they’re teaching because failing to de-dupe a list will cost you millions, not make you millions.

Then there’s the prehead…

LAST CHANCE!
Attention: Valued Students, Subscribers and Those What Are Ready for an Immediate Income Leap…

I’m not one of their students, nor one of their subscribers. And while everybody would like more income, they’ve already missed the mark.

Then there’s the disingenuous statement that they’ve reserved a free seat for me. Call me crazy, but I’m skeptical. In the world of hard-to-fill seminars, they will take anybody they can get just to make the room appear more crowded.

After the prehead, I arrive at the headline:

Info Marketing Millions
Ultimate Blueprint Event

Somehow the headline feels clunky and poorly worded. I get what they are trying to say, but they haven’t really said it.

And then their faces.

  • Who are these guys?
  • Why should I care about them?
  • What could they possibly teach me?
  • Have they actually made “info millions?” Or is this just an empty claim?

Well, my questions are left unanswered. They don’t explain who they are or why I should listen to them.

Nevertheless, they press on. They tell me…

In Just One Short Weekend You Will Get Our PERSONAL 7-Figure Business Plan Literally HANDED To You, Including Step-By-Step “Here’s Exactly What To Do” Instructions For Implementing It.

Plus…

Not Only Will You Get Unprecedented FACE-TO-FACE Access To Us For 3 Full Days, You’ll Get A “License To Legally Steal” Our Little-Known and Most Jealously Guarded Info Marketing Strategies During This Private “Closed-Door” 100% Content BRAIN DUMP.

UPDATE: Currently There Are 61 4 Free Seats Still Remaining.

I’m guessing the words PERSONAL HANDED FACE-TO-FACE BRAIN DUMP are all really important because they are in ALL CAPS.

And because Jeff and Ken say they’re offering “unprecedented face-to-face access,” I can only assume they’ve never taught students in a face-to-face situation before, right? (“Unprecedented” = “having no previous example.”)

Maybe the seminar in Salt Lake City in August 2012 was unprecedented… but the seminars in Portland in September 2012 and Houston in October 2012 certainly won’t be.

Anyway… I don’t know if this sales letter worked or not. I’m guessing it didn’t.

The whole pitch rests on the credibility of Jeff and Ken, and none is provided on the first page. Very little is provided inside the letter either. (Not to mention, the entire letter reeks of low ethos.)

If you’re going to make a pitch via direct mail, you can’t base it on the credentials of two unknown people… and then fail to provide the credentials.

And who knows? Maybe Jeff and Ken really know their stuff when it comes to marketing info-products on the Internet. But one thing’s for sure. Their direct mail skills need some work.

-Ryan M. Healy

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like WordStream.com, SmallBizClub.com, and MarketingForSuccess.com.