This time Stan Dahl is on the hot seat. His client, Bruce, is a beer expert who works as an executive chef at a San Francisco restaurant. He has a website, has created ...
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This letter almost set a record for the shortest time spent as a control at Phillips Publishing (the newsletter giant)… but it wasn’t my fault. They mailed it, it scored a hit with ...
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 ...
You have to imagine what was going on in Rodale’s collective head at the time. This is a very conservative, east-Pennsylvania-based publisher — one of the largest mailers in the world. But their ...
Why do some businesses grow into something meaningful while others never seem to get off the ground? The answer isn’t always better marketing, more money, or working longer hours. Sometimes the biggest difference ...
This is an ancient manuscript for an ad I wrote maybe 35 years ago. If you know anything about me personally, you know I’m the worst sort of pack-rat there is. I have ...
Here, I confronted a major objection in the reader’s mind right off the bat: Everyone on the house list for this client had recently been hammered with piece after piece… and the ...
Here is a version of another ad I talk about in “Kick-Ass Copywriting Secrets”. The client is a “coach”– a consultant who helps doctors get their act together. Which, for most health care ...
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