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How a simple letter doubled the membership of the Arsenal Supporters’ Trust (15 May 16)

What goes through the mind of a master letter-writer – in his own words

Albert Einstein said “Examples are not just a way to teach; they are the only way to teach.”

So I thought I would try and go one better for you.

I got an example written by a man of whom it was said: “There is no finer craftsman of the written word in the world.”

His name is Drayton Bird, and he has written a book and lectured on the subject on all over the world.

Some years ago he wrote a letter for the Arsenal Supporters’ Trust which doubled their membership – even though it went out after other letters had failed.

I’m going to show you the letter. Read it, then I’ll show it again with his comments, so you can see how simple, yet carefully thought-out such a letter is.

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