Just about everyone wants more money. No matter how rich someone is, they always want more. Even billionaires want more, not because they need it, just because they want it. They want more than the other billionaire has. Bill Gates has not stopped trying to make more money even though he’s the second richest man in the world.

Warren Buffet has not stopped trying to make more money even though he’s the richest man in the world. Buffet still wants more because he wants to stay the richest.

Ten thousand pairs of shoes were not enough for Imelda Marcos. She always wanted more shoes.

So how do you take advantage of greed in your marketing?

Read this famous billion dollar letter to see how Kiplinger does it. The Kiplinger Letter is among the most successful and widely circulated financial newsletters ever published. This sales letter is certainly worthy of careful study.

“The next few years will see business climb to the highest level this country has ever known. And with it…inflation.

This combination may be hard for you to accept under today’s conditions. But the fact remains that those who do prepare for both inflation AND growth ahead will reap big dividends for their foresight, and avoid the blunders others will make.

You’ll get the information you need for this type of planning in the Kiplinger Washington Letter…and the enclosed form will bring you the next 26 issues of this helpful service on a “Try-out” basis. The fee: Less than 81 cents per week…only $21 for the six months…and tax-deductible for business or investment purposes.

During the depression, in 1935, the Kiplinger Washington Letter warned of inflation and told what to do about it. Those who heeded its advice were ready when prices began to rise.

Again, in January of 1946, the Letter renounced the widely-held view that a severe post-war depression was inevitable. Instead, it predicted shortages, rising wages and prices, a high level of business. And again, those who heeded its advice were able to avoid losses, to cash in on the surging economy of the late ‘40s, early ‘50s and mid-‘60s. It then kept its clients prepared for the swings of the ‘70s, keeping them a step ahead each time.

Now Kiplinger not only foresees expansion ahead, but also continuing inflation, and in this weekly Letter to clients, he points out profit opportunities in the future…and also dangers.

The Kiplinger Letter not only keeps you informed of present trends and developments, but also gives you advance notice on the sort & long-range business outlook…inflation forecasts…energy predictions… housing…federal legislative prospects…politics… investment trends & pointers …tax outlook and advice…labor, wage settlement prospects…upcoming gov’t rules & regulations…ANYTHING that will have an effect on your business, your personal finances, your family.

To take advantage of this opportunity to try the Letter and benefit from its keen judgments and helpful advice during the fast-changing months ahead…fill in and return the form with your $21 payment. And do it with this guarantee: That you may cancel the service and get a prompt refund of the unused part of your payment any time you feel it is not worth far more to you than it costs.

I’ll start your service as soon as I hear from you, and you’ll have each weekly issue on your desk every Monday morning thereafter.”

This letter is simple, to-the-point and uses several proven motivators to persuade its readers to buy: fear of inflation and fear of missing important information that may cost the reader money; plus the possibility that the Kiplinger Letter will give the reader a financial edge (greed).

David Svet

Allen Taylor