John Carlton’s Best Ads: What Women Secretly Wish You Knew About Sex
I struggled for years to get Rodale to use personalization in a letter. My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase to the bottom line.
Working with large mailers, you are pitted against other top writers on every mailing. There’s only room for one control, and you can lose by as little as a fraction of a percentage point in response. It’s cutthroat. The second-place letter could be world-class quality … but any sort of glitch at all in the mailing process — bulk mail not getting delivered, lettershops shaving the number of letters that go out, a critical typo, a bad list segment — can doom it to the dustbin.
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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