This letter was purposely written to cover a glaring oversight I’d missed in all my other golf ads. Namely… identifying where the reader is now in his game.  The audience is full of ...

I’ve written something like 4,000 direct mail letters and direct response ads for golf products now. Okay, that’s a bit of an exaggeration, but not much. Sometimes, the best ads come from sheer ...

There are two ads referenced in this commentary.  This is the second one (last couple of paragraphs). Another Rodale piece– this time, they got impatient selling individual books about the various parts of ...

Gary Halbert gets credit for the headline and concept on this one. I was working with him at the time, in the last days of the Reagan presidency, when the financial markets — ...

Here is an early self-defense letter, which struck a major nerve in the customer base for this market. It’s run every year for the last decade in the major magazines and mailed even ...

Every so often, one of my clients decides to go cause trouble in a completely new field.  The following ad appeared in a niche magazine recently, and caused shock waves throughout the industry. ...

Every market in existence has inside secrets. Yes, even yours, no matter what business you’re in. There are secrets to French cooking, carpentry, scoring high in math tests, playing piano and becoming an ...