John Carlton’s Best Ads: Pithify Your Pitch
Here is a good example of a simple way to organize a sales message that has multiple parts to it.
If I’d tried to tell a story incorporating all these points, the letter would have ended up 16 pages long. I write long copy, but not if the same thing can be said in a shorter and more pithy way. I call this technique 4’pithifYing the pitch”. (My dictionary defines pithy as ..terse and to the point”.) Get everything down to a few memorable segments. So, this is what I did…
This infamous John Carlton ad... along with many others...
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... are waiting for you right here -> John Carlton's Best Ads… And The Stories Behind Them.
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