John Carlton’s Best Ads: Will You Do Me a Small Personal Favor?
Here is an example of “pre-positioning” a piece to your house list.
In example “A” — sent to the hottest clients on the house list — Leo genuinely wanted to know how bodybuilders would react to this new product. I suggested we simply send out the ad, and ask for opinions. So that’s what we did.
If, in reading the ad to form an opinion, the recipient decided to order the product for himself, he could get it at a steep discount. Sneaky? Perhaps. But my client had to bombard the market quickly, to maximize the “shock” value of what he was doing. (He was challenging the fat cats again with a supplement “created by bodybuilders, for bodybuilders”. Most products in the magazines were watered-down and ineffective. Once this product hit the gyms, the corporate marketers would be forced to counterattack)
This infamous John Carlton ad... along with many others...
... each accompanied by John's breakdown of the strategies and persuasion techniques that made them so successful...
... are waiting for you right here -> John Carlton's Best Ads… And The Stories Behind Them.
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