Swipe File Letter: The “Piss Everyone Off and Then Apologize” Letter: Marketing

Swipe File Letter: The “Piss Everyone Off and Then Apologize” Letter

Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give people’s hot button about vulnerability a gentle rap.  Get a reaction.

Boy, did it ever cause a reaction.

This letter mailed on a Friday … and the phones were ringing early Monday morning when the first staff arrived in the office.  Half the calls were orders.  The other half were complaints.


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