One of the most successful sales letters ever written?
What if I told you it wasn’t even written by a copywriter?
In fact the writer is Warren Buffet.
And the letter I’m talking about (several actually) is Berkshire Hathaway’s shareholder letter.
It’s amazing that you can go back to 1977 and read every years’ issue since.
It’s not only a great way to study history and the markets, but it’s also an excellent way to analyze how selling without selling is done.
Yes, that’s right, good ole’ Warren and Charlie are selling to potential investors with each and every letter.
Here’s how you can do it too:
Transparency: Buffett honestly discusses both successes and failures. His openness can attract investors who value corporate transparency.
Education: Buffett’s letters often contain insights into his investment philosophy and business principles. People love to learn from the masters.
Personable and engaging style: Buffett’s folksy, personable writing style makes complex financial concepts accessible and engaging.
Trust and confidence: Buffett’s reputation as a successful and ethical business leader instills trust and confidence. he’s got skin in the game.
Performance Review: The letters provide a detailed review of the company’s performance. This is social proof.
Berkshire’s success shows how education in sales often wins. And how in order to sell, you often don’t even need to “sell”.
This is great content marketing.
Admittedly it’s also one of the many reasons I write this, every single day.
Because it works.
Give it a thought.
And if you need help clarifying your thinking on how to sell with words, get in touch.
Quote and reflection of the day:
“And at last he said, When faced with all the ups and downs of life, still the mind remains unshaken, not lamenting, not generating defilements, always feeling secure; this is the greatest happiness.”
Happiness is deep confidence in your ability to control your own mind and reality.