The letter begins by talking about Jay’s recent experience watching Led Zeppelin perform in London at the band’s 29-year reunion concert. It is only four pages long and asks for no money, only an “expression of interest.” But the concept driving the letter is brilliant. Overall, the letter is deceptively simple. Underneath that, in normal type, it says, “Reunion, Reunion: Led Zeppelin Concert Gives Me a Great Idea.” And then the letter starts…Īt first, I wondered what Jay Abraham (a business consultant) and Led Zeppelin (a rock band) had to do with each other. Abraham” is in large blue type, centered at the top of the page. On the inside, the headline is really the letterhead itself “Jay L. On the outside of the envelope, the teaser copy reads, “Led Zeppelin Concert Gives Me a Great Idea.” Last week I got a letter in the mail from Jay Abraham.
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