... but a good cigar is a smoke

This is the first piece of direct mail I ever added to my swipe file - and every copywriter should have a swipe file (which is a collection of pieces that you can draw on for inspiration, style, copy points, etc.).

The first page of this letter is absolutely brilliant. It has a great offer; it has specificity in the number and types of cigars on offer; it practically forces you to create a sensory experience with the cigars, using only your imagination.

It does not have all the elements that you could find in a direct mail letter - no subheads, no Johnson boxes, no marginal notes - but it does have the important ones. The paragraphs are short, with the first line indented; there are indented blocks of type for emphasis and variety; there is a meaningful P.S. that recaps the offer and adds a little spin of urgency to it.

This may not appeal to someone who abhors smoking, but it should be admired by anybody who wants to produce copy that gets results.

Just remember: Sometimes a cigar is just a cigar!

Thompson Cigar Company

5401 HANGAR COURTTAMPA, FLORIDA 33614

The enclosed mailing label can bring you -- on approval -- a box of 42 custom-blended Cuban Seed leaf cigars. Cigars you can’t buy in any store anywhere. Try them out. Put them to your own tests. Unless you’re 100% satisfied, return the partially empty box for a full refund!

Are we out of our minds to make an offer like this? Maybe so -- but giving customers a chance to smoke at our risk has kept us in business for 70 years.

Why not send back your mailing label now -- and judge these superb cigars for yourself?

Dear Fellow Cigar Lover:

I’ve taken the liberty of reserving, in your name, one of our "Sterling Sampler" boxes of 42 fine Cuban seed leaf cigars:

6 Plazas 
6 Panatela Extras 
14 Juniors 
6 Cleopatra’s Needles
4 Churchills
 6 Corona Chicos

42 Cigars in all

To help you discover a cigar most to your liking, I’m including a generous sampling of both cut-filler cigars and vintage-leaf, long­-filler, all-tobacco cigars. And, as a special added inducement, I’m pricing these cigars so you save 35% under their regular per-cigar prices.

With your o.k., I’d like to send you this assortment. When your sampler box arrives, break seal and open it. Choose a cigar. Unwrap it. Smell it. Roll it gently between your thumb and forefinger, feel the soft crinkle of expertly cured tobaccos.

Then light it up, savor the mellow aroma, see how slowly, smoothly and evenly it burns. Notice the silver-white ash, and see how long the ash grows before it drops -- both signs of truly fine cigars.

(over, please)


Try a couple of each of these six superb cigars at your leisure. Try other cigars too, the ones you normally buy at stores, so you’ll have a basis for comparison.

And then, you decide. If you don’t agree that these cigars are among the finest you’ve ever had the pleasure of smoking, send back the rest of the box for an immediate full refund.

That’ll be the end of it. No cost, no questions, no further obligation. The way we figure it, if our cigars can’t pass your tests, it’s our problem.

But if you’re as delighted as I think you’ll be -- as de­lighted as thousands of other cigar lovers who have tried out our Sterling Sampler -- just sit back, relax and look forward to many hours of the kind of smoking pleasure that’s all too rare these days.

Come to think of it, this kind of smoking pleasure never has been commonplace. Because the finest cigars can’t be mass-produced, any more than the finest wines can be.

For one thing, places on earth where the climate and soil conditions are precisely right are extremely scarce. Tobacco plants and leaves demand a great deal of time and expert individual attention too, for optimum results.

So even in the Golden Age of cigar smoking -- the "B.F.” era (before Fidel) -- first rate cigars were always in short supply. They’ve always com­manded a substantial premium, and rightly so.

And the best always came from Cuba, where the growing conditions are ideal and where generations of tobacco growers and workers (maybe "artists" would be more descriptive) passed skills and sec­rets along from father to son.

Enter Castro. Soon after he seized power, the U. S. slapped a trade embargo on Cuban products -- and millions of American cigar aficionados faced a bleak prospect: life without Cuban cigars. As if that weren’t enough, Castro then banned exports of Cuban tobacco seed.

From a cigar lover’s point of view, catastrophic is too mild a word to describe the circumstances. But happily, cigar lovers are an intrepid, indomitable lot. A Cuban grower, more sympa­thetic to the needs of fellow cigar smokers than to the imperatives of Communist politics, managed to smuggle 12 pounds of the finest Pinar del Rio tobacco seed out of Cuba -- in the diplomatic pouch of a like-minded ambassador stationed in Havana.

(over, please)

They should both have been decorated for humanitarian service above and beyond the call of duty.

The priceless contraband made its way to. Honduras, one of the few places on earth that boasts climate and soil conditions virtually identical to those of Cuba’s best tobacco-growing regions.

A noble experiment was about to begin. But first, one more essential ingredient was necessary -- the Cuban touch, that special cigar magic without which no sane man would ever dream of trying to produce a great cigar.

Of the 35,000-odd tobacco farmers in Cuba, only 20 or 30 went to Central America. One of the very best, the legendary Jacinto Argudin, headed up the experiment.

Important questions needed to be answered. Would the Cuban seeds flourish on foreign soil? Could Cuban know-how be trans­planted -- and would it work as well in Central America?

Could the traditional Cuban style of tobacco culture, the lengthy and painstaking method where practically everything from planting to curing is done by hand and eye and nose, produce good results? Could truly fine cigars be made anywhere but in Cuba itself?

After many early failures, after years of devoted care and attention, Jacinto Argudin produced -- at last -- a leaf in which a hole burned to about the size of a silver dollar. The experiment was a success; the burn test is the ultimate sign of a good leaf. Central American cigars made from Cuban seed leaf tobacco compete vigorously with authentic Cuban cigars through­out the world.

The trade embargo is still in force. You can’t buy Cuban cigars anywhere in America, not legally at least. But it almost doesn’t matter now, because you can smoke cigars so authentically Cuban that not one cigar smoker in 1,000 can tell the difference.

It is cigars like these that I’d like to send you -- custom­ blended Cuban seed leaf cigars from Thompson. Cigars whose tobaccos were grown the old Cuban way, with unremitting attention and uncompromising expertise. Cigars made from tobacco crops that have enjoyed as much as four years of tender loving care from seed to cigar.

A sampler box of 42 of these superb cigars has been reserved in your name. They await arrival of your

(over, please)


mailing label; until then, they will reside in our temperature and humidity-controlled humidor.

Once we hear from you, we’ll remove them and ship them to you immediately. Which means they’ll arrive factory-fresh, in peak smoking condition, rather than spending four to six months in the distribution pipe­line, as mass-produced cigars do.

For this reason, Thompson Cigars are sold only by mail. You can’t buy them in any store. Only in this way can we guarantee freshness and top quality control.

But look -- there’s no need to take my word for it. Not when you have this opportunity to judge for yourself, to find out what a truly exceptional smoking experience can be.

Send no money now, Just return your mailing label in the postage-paid reply envelope. We’ll send your Sterling Sampler of 42 custom-blended Cuban seed leaf cigars and bill you only $10.90 - plus $1.00 shipping charge. (Send only $10.90 if you prefer to pay in advance and I’ll pay shipping charges.)

Then you decide. Smoke a couple of each of the six fine cigars. If you’re not satisfied, return the bill unpaid, along with the partially empty sampler box. That’ll be the end of it. No questions asked, no obligation now or ever.

I think you’ll agree that Thompson’s Central American experi­ment was a success. The Cubans think so; ironically, they now replace their own shortfalls with the Cuban seed leaf to­baccos. Don’t you think you owe it to yourself to investigate?

Cordially,

Tom Timmins

P. S. To avoid disappointment, maybe you’d better return your mailing label today. Remember, there’s a strict limit to the amount of top quality tobacco produced; this offer can’t be extended indefinitely.

How to get your brochure read

Nobody reads brochures…

… Or do they?

I’ve produced a lot of brochures for a lot of companies. And yet, I often find myself advising them not to send their brochures when they do direct mail.

Why is that?

Most people won’t read them…

People are so bombarded with information and other distractions, it’s really expecting a lot for them to be interested in your brochure. If you’re reaching them at their offices, then you’re also competing with all the other documents and papers already in their overflowing inboxes.

That’s especially so if your brochure – like so many others – is full of a lot of blather you think is important, but really has little interest for them – such as mission statements, self-serving praise and other talk that is all about you and not at all about them: “We do this…”; “We have that…”; “Our clients love us…”

So, rule number one for producing effective brochures is: Make them about the problem or need your customers have that you solve. Talk to them. Say “you” often and “we” or “us” seldom.

They’ll scan them, instead…

Even if you do orient your brochure to the readers, most still won’t read them. However, if you do grab their attention with a benefit-loaded headline, they will look inside and scan your brochure.

Which leads to rule number two: Make your brochure scannable. Here’s how to do that:

1. Avoid long sentences. Most should be in the range of 8 to 12 words. A few can range up to 20 to 24 words. Seldom, if ever, should you need to write a longer sentence.


2. Keep your paragraphs short. Four to five lines is a good length. You should almost never go beyond seven lines.


3. Keep your line widths down to 60 or 65 characters, so the reader’s eyes don’t have to skip back and forth.


4. Leave extra lines of white space between paragraphs.


5. Use meaningful subheads. You can even try having them tell your story in brief… like the ones in this article.

They look for points that interest them…

The first four points above are ways to make your text look easy to read. Long blocks of type – especially when they run across the entire width of a page – tell the reader “Don’t go here, you’ll die of boredom!”

Creating points of interest is the job of your meaningful subheads. Take the time to make sure those subheads work. They are mini-headlines, trying to draw readers into the words that follow. They deserve as much attention as your main headlines and subheads. Here’s a resource – a headline analyzer -- I often use to test my headlines:

http://www.aminstitute.com/headline/

Go ahead, try it out now. It will surprise you.

They gloss over most of your text…

But still, readers skip over most of the words you’ve paid for, missing key elements of your sales message. Here’s how you stop those wandering eyes:

Use pictures and colourful graphic elements to grab the reader’s eyes and direct them to the words you really want them to read.

They don’t have to be large or complex graphics, or even symbolic. They do have to be positioned properly – which usually means to the immediate left of the important text.

Also, make sure your most important elements are punched home, using colour or increased font size. This particularly applies to your phone number. Make it big, make it visible. Your phone number is more important than the logo you paid thousands of dollars to create.

But they invariably look at the pictures…

There is one excellent way to make sure people see and read your key points and sales messages: Put them as captions under photos, charts, diagrams and other pictures.

Captions are like the PS in a letter. Everybody reads them. And everybody looks at pictures. Here’s a non-marketing example:

Not too many years ago, Scientific American used to write informative captions under all graphical elements. These captions were long – long enough that simply by looking at the pictures and diagrams and reading the captions, you got a very good idea of what the article was about.

Scientific American no longer does this as well as they used too – new editor, I guess – but you should do it. If you want help doing it, call me:

John Friesen – 604-812-1332

P.S. There is one more thing you can do to get your brochure read. Instead of sending it in your direct mail, or as a PDF attached to an email, make your prospects ask for it. That way it has some importance to them when it arrives, and they are more likely to read it (but still more likely to scan it!).

Trade and Business Articles

Articles published in trade and business publications are an excellent way of gaining publicity and developing new leads. Here’s one I wrote for Sonic Environmental Solutions Inc., for publication in Site Remediation News.

Sound new method for
cleaning contaminated soil

In Vancouver, British Columbia, an environmental company has built and successfully deployed the first practical, industrial-scale sonic generator for remediating polychlorinated biphenyl (PCB) contaminated soils.

In March 2004, engineers from Sonic Environmental Solutions Inc. (Sonic) loaded 250 kilograms of PCB-contaminated soil into a tank where it was slurried with a low cost solvent. They then powered up an array of electromagnets surrounding a 2,500 kg steel rod attached to a reaction chamber and pumped the slurry through the chamber.

Within seconds, the vibrating bar blasted the soil and solvent mixture with enough energy to shake the PCB molecules loose from the soil, liberating the PCB into the solvent. Then a reagent added to the solvent destroyed the PCB, converting it to ordinary table salt and leaving behind a low-grade fuel mixture, suitable for use as an industrial fuel.

The soil was cleaned of any residual solvent ready for re-use on the site or elsewhere.

That was the first demonstration of Sonic’s PCB Sonoprocess and it was a huge success.

A $40 Billion Problem

There are over 200 types of PCBs, and the very thermal stability, non-conductivity and resistance to breakdown that made them so attractive to business and industry also makes them a highly persistent environmental contaminant.

Health and environmental agencies believe all PCBs are toxic to some degree. Many cause cancers in lab animals and likely in people, too. They are known to cause nerve and liver damage, skin and reproductive problems and may also trigger autoimmune responses. Even worse, PCBs were almost always contaminated by furans and dioxins during manufacture – two chemicals that are much more toxic than the PCBs themselves.

Since PCBs were manufactured in such quantity for so long – more than 1.4 billion pounds over about 40 years – and were so useful in so many ways, they have literally spread around the world, to virtually every factory of any size, large military bases and any other facilities using PCB oils in heat exchangers, electric transformers and other industrial uses.

Through accidental spills and subsequent seepage, PCBs have found their way into many water, soil and sediment systems (in fact, because of the volatility of some PCBs, you can even find traces of them in Arctic ice). In soils, PCBs adsorb tightly to soil particles and persist for many years.

The U.S. Environmental Protection Agency estimates there are at least 55 million tonnes of PCB contaminated earth in more than 500 sites designated as priority sites for cleanup. There are thousands of other sites – “brownfields” – that need to be remediated before they can be redeveloped.

In Canada there are an estimated five million tonnes of similarly contaminated soil tagged for urgent cleanup, plus many more less-critical sites.

“Environmental assessment studies indicate that the value of the worldwide market for remediating PCB-contaminated soils may be as high as $40 billion,” says Adam R. Sumel, President and CEO of Sonic Environmental Solutions Inc.

New Solution for a New Century

As we entered this century, the engineers and management were examining a new technology, developed in the 1990s as a process for mixing and grinding ores.
Unlike previous attempts to use sound energy on an industrial-scale, this process had no difficulty producing levels of energy that would destroy most normal industrial machinery.

“Although we liked it for its mining applications,” says Mr. Sumel, “we saw it had even more commercial promise in soil remediation – especially as a transportable unit. In 2002 we acquired the technology and began working flat out to perfect what we call our PCB Sonoprocess.”

Following their successful demonstration in 2004 of a complete pilot scale process, Sonic received confirmation of compliance with the Hazardous Waste Regulations in B.C. and also satisfied the emission requirements of the GVRD – some of the most stringent air quality requirements in North America.

Sonic demonstrated that it could successfully remediate a soil contaminated to levels of 500 ppm to below 2 ppm, easily meeting the requirements for commercial and residential land use accepted by regulators.

How PCB Sonoprocess Works

Conventional methods for generating high intensity sound require a lot of costly energy. But Sonic’s PCB Sonoprocess uses the principles of sonic resonance to create industrial strength low frequency sound.

In the process, electromagnets vibrate a large, 2.5 tonne steel bar at low frequencies (100-500 Hz). The bar is attached to a special reaction chambers. As the bar vibrates at its natural, or resonant, frequency, the electromagnets produce an intensity in the reaction chamber at least 10 times more powerful than conventional industrial mixing systems.

Within seconds, these powerful waves can cause the complete deagglomeration of PCB from the soil, literally shaking the PCB molecules loose from the soil particles and helping to suspend them in the solvent.

Fast, Effective – and Portable

In situ remediation is usually complicated and expensive, or very slow.
Incineration is also problematic: besides the expense and risks of transporting soil to one of the few approved PCB soil incinerators in North America (there are fewer than 20), incineration destroys the soil. That means it can’t be resold for other uses, and that new soil has to be imported to the remediated site.

The PCB Sonoprocess has a capacity of 30 to 90 tonnes of soil per day, and can remove contamination to below 2 ppm, rendering the soil and the site completely safe for redevelopment, including for human habitation.

The process consumes very little energy – far less than incineration – and can be at least partially self-sustaining by using the spent solvent as low-grade fuel.
Best of all, says Mr. Sumel, “PCB Sonoprocess has a modular transportable design, which means it can be taken right to the contaminated site. Why transport the soil, when you can more easily transport the technology?”

Looking Ahead
Sonic has recently completed construction and testing of their first full scale, commercial transportable facility, and has deployed the plant at a contracted clean up site in Delta, B.C., where it is being commissioned.

The company is working on developing alliances with major environmental engineering firms in the U.S., to ensure its technology complies with the different environmental regulations there.

The company also showcased its technology at the WASTEC 2004 trade show in Japan last November, where demand for environmentally friendly solutions is growing quickly.

“We have already received follow-up interest from some of the multi-billion dollar companies we met there,” says Mr. Sumel. “We also expect potential partners and clients we met at WASTEC to visit our facilities here, soon, as a prelude to launching our technology in Japan, and in other countries in Europe and South America.”


Sidebar #1: What were PCBs used for?

According to the US Environmental Protection Agency, PCBs were used in capacitors and transformers hydraulic fluids, such as those for

• gas transmission turbines
• flame retardants inks and adhesives
• microencapsulation of dyes
• paints, plasticizers and pesticide extenders
• slide-mounting mediums for microscopes
• surface coatings, wire insulators, and metal coatings.

All told, some 1,400,000,000 pounds of PCBs were manufactured in the U.S., although none were made in Canada. They’ve been barred from use in Canada and the USA since the mid-1970s, but a grandfather provision allowed existing equipment using PCBs to remain in use.


Sidebar #2 A primer in resonant frequency

If you give a playground swing a small push (input), it swings back and forth, but doesn’t go far with each swing (low amplitude). If it hits you, even with somebody sitting on it, it doesn’t do so with much force.

But if you keep giving the swing small pushes, it begins to swing higher and higher – its amplitude grows. The bottom of the swing moves through a greater distance, but in the same time (frequency) as with the initial small push. That frequency is its natural frequency, sometimes called ‘resonant’ frequency.

As the amplitude of the swing grows, so does the force of the person sitting in it – enough in some cases to knock you off your feet or remove some teeth.

From a steady input of small pushes resonant frequency delivers big resultant forces. If you’ve ever seen film of the Tacoma Narrows bridge being destroyed by a steadily blowing wind (November 1940), then you have some idea of the energy resonant frequencies can produce.

Note: You’ll find it very easy to get the swing to move with its natural frequency, but very hard to get it to move faster. And as soon as you stop pushing harder and faster, the swing returns to its natural frequency.

*You can see a short clip of the bridge in motion here:

https://www.youtube.com/watch?v=j-zczJXSxnw

Sample Case Study - Longer Form

This is an example of a lengthier case study. The client referred to them as “Client Success Stories”.

Department of Revenue implements
new tax compliance data warehouse

The Washington State Department of Revenue’s (DOR) mission is to fairly and efficiently collect revenues and administer programs to fund public services and advocate sound tax policy. DOR collected $15.4 billion General Fund revenues during fiscal year 2000. Other functions of the DOR include generating estimates of the fiscal impact of proposed legislation and providing other tax-related analyses, overseeing the work of county assessors and working with other agencies on economic development issues.

The Challenge

The DOR operating division’s staff had limited access to internal data. Tax administration data was downloaded from the Tandem mainframe environment on a quarterly basis, and limited data from the Employment Security Department and Internal Revenue Service was also available. Access to this data required intervention from the Information Services and Research Division.In 2002, DOR decided to investigate applying data warehousing technology to its large volume of operational taxation application data, with the goal of increasing tax revenues and increasing audit efficiency.

By employing a data warehousing approach to aggregate and analyze this data, along with data feeds from external sources such as local and federal government and private industry, they could improve their tax discovery and compliance processes by providing greater access to data and better analysis capabilities.

The Solution

The DOR defined a three-phase approach to the project:

Phase 1 involved defining the project scope and approach.

Phase 2 included defining detailed business and technical requirements, developing a Request for Proposal (RFP) for the solution and performing the procurement process.

Phase 3 included implementing the chosen solution.

Sierra Systems was selected to complete Phase 1 of the project, and subsequently was requested to perform Phase 2. For Phase 1, Sierra Systems defined the overall Project Charter, encompassing the agency’s objectives, goals and constraints.

The approach to project management for the remainder of the initiative was also defined at this time. A detailed plan for completing Phase 2 (requirements and RFP) was also developed, and a high-level plan for implementing the solution was identified, based on an iterative approach congruent with data warehouse industry best practices.

In Phase 2, Sierra Systems developed the detailed Business Requirements and Technical Requirements. Business Requirements included:

• Identifying desired report outcomes by subject area


• Detailed data analysis of all data sources


• ETL processes definition


• Data matching (e.g. “soft match”) requirements


• General reporting application functional requirements including access, security and performance

Technical Requirements included:

• Analysis of DOR's current environment


• A complete definition of the target solution architecture including infrastructure, data architecture and application architecture

After completing the requirements, Sierra Systems developed the extensive RFP for the data warehouse solution including hardware, software and integration services. Sierra Systems then assisted with the procurement process, developing and negotiating the contract for the vendor selected.

Benefits and ROI

The first two iterations of the DOR Tax Compliance Data Warehouse were implemented by June 2003. DOR expects the initiative to pay for itself almost immediately through:

• A quantitative improvement in identifying non-reporting and under-reporting businesses, resulting in increased revenue through compliance activities and increased compliance through education/enforcement activities.


• More data available with more frequent updates; access to that data will be easier to deploy while still meeting the strict security requirements of the agency and its data providers.


• The data warehouse will be combined with powerful new business end-user tools such as complex query, analysis and reporting software to allow maximum and efficient use of all of the data that is available.


• Staff in the operating divisions (end-users) will be able to access current and historical data, create customized reports and queries, analyze data and automate processes without intervention by Information Services or Research staff.


• The solution is flexible and scalable to meet DOR’s immediate needs, while also forming the foundation for future expansion as additional data sources and applications are identified and incorporated over time.

Sierra Systems helped DOR to define the framework upon which this solution could be acquired and implemented. Sierra Systems' work on this project was completed on time and on budget and helped DOR to acquire the best possible solution to meet their specific needs.

Contact us

Contact Information

The art of the mini case study

You can do a good case study without being elaborate. For instance, here's a summary of a program I co-created and wrote for a technology company:

Client: Voice Mobility Inc.

Industry: Business-to-Business

Challenge:

Find highly qualified leads fast and achieve global impact on a limited budget

Solution:

Developed an innovative B2B online program that immediately engaged prospects attention and paved the way to building relationships.

Created a branded trivia quiz SHOW YOU KNOW© and promoted it through targeted, permission-based, highly personalized emails and strategically positioned banner ads and sponsorships.

Results:

• SHOW YOU KNOW© results were more than 50% over the objective

• Reduced marketing costs by up to 70%

• Over 38% of target market opened emails

• Sales potential $3.5 million

• Happy sales force, higher productivity

• Won the 2002 Lotus Award for best e-mail marketing campaign

Sample White Paper

Large-Scale Information Sharing

Architecture

“Without an architecture of our own we have no soul of our own civilization.”

Frank Lloyd Wright (1868-1959)

Architecture is a blending of form and function that helps define our civilization. Whether it is on the scale of a private residence designed by Frank Lloyd Wright, or the design and layout of entire cities such as Washington, DC or Paris, architecture has the power to inspire us. It can change how we perceive the world. It can even make the world around us work better.

Information Technology (IT) also has an architecture shaping its conceptual structure and logical organization. And there is much discussion of how IT architectures operate in the micro world to make our everyday world function better. Much of that discussion, however, takes place in the narrowly-focused world of the IT departments of large organizations.

Helping an IT shop work better is a good idea, but there are now significant and growing pressures on public agencies to share information across organizations on an unprecedented scale. From our justice system, through health and human services organizations, people want those agencies to use the new information technologies to provide better, more complete and uninterrupted services.

People do not want criminals to evade justice by exploiting the boundaries of police agencies.
This paper outlines, in non-technical terms, an architecture broadly aimed at sharing information externally, across multiple Justice agencies with common goals or interests.

In the past when agencies needed to share information, they picked up the phone and talked informally to each other. For major cases, they got together in a room and shared their paper files. Sharing information was labor-intensive, and controlled by the person or agency that owned the files. If they did not want to share, or if a file was “checked out,” then nobody else could use that information. And if the file was misplaced or misfiled, it could disappear for a time – sometimes even permanently.

This way of sharing information also depended on one of the parties recognizing the need to share based on their own particular requirements. Because it was so narrowly focused, this form of sharing made it unlikely that agencies would combine information to draw a conclusion beyond the scope of the original inquiry.

For example, an individual who is a suspect in a major crime in one jurisdiction may be arrested in another one. That jurisdiction might release the suspect if the arrest was for a minor charge, without knowing about the major charge. Or a parole board, concerned about the social environment of a recently released person, is interested that a family member has been arrested.

Today, information technologies make that kind of cross-agency sharing both feasible and affordable. In most cases it can be done without major investments in new operational systems.

To see the rest of this White Paper, visit this site. Unfortunately, you'll have to copy this (you may have to type it) into your browser's URL window.

www.sierra-systems.com/documents/library/justice/justice%20whitepaper.pdf