College students (ages 18-26) often find themselves with an accumulating pile of textbooks as they progress through college. The client wanted to target these students to raise awareness about their buy-back program and increase traffic to the website. 

By writing in an informal and friendly tone, I made it easy for college students to feel connected to the point of the letter: get rid of the stack of textbooks they’ll never open again and get good money for them. The sales letter hooked students with a headline that evoked curiosity about how much money they could receive for their books and laid out the simple steps for completing the process.