Dollar Letter Strategy

The Dollar Letter is a powerful direct mail marketing technique that dramatically increases engagement by attaching a real dollar bill to your message.

The Dollar Letter Strategy

• Created by famous copywriter Gary Halpert
• Involves attaching or paper-clipping a real dollar bill to the top of a printed letter
• Serves as an attention-grabbing device that makes recipients curious
• Dramatically increases open rates and read rates from near-zero to approximately 95%

Why It Works

• Creates immediate curiosity ("Why is there a dollar on this thing?")
• Leverages the rule of reciprocity - when you give something to someone, they feel compelled to give something back
• The small gift (just $1) often leads to disproportionately larger returns
• Makes your message stand out from typical marketing materials

Application Examples

• For local business marketing:

  • Print 1,000 copies of a letter on your home printer
  • Make it look personal rather than professional
  • Attach a dollar bill to each letter
  • Fold it up, put it in an envelope, and distribute to homes in your target area

• For student entrepreneurs:

  • Create a typed letter that looks authentic rather than corporate
  • Consider including a photo of yourself to build personal connection
  • The contrast between being a student and using this professional technique creates a memorable impression

Modern Adaptations

• Can be combined with personal stories to create more impact
• Works particularly well for local service businesses
• Can be modified for different contexts while maintaining the core principle of providing something of value upfront