Swipe File Letter: So Why Does a Famous Doctor Urgently Need To Speak With You: Marketing

So Why Does a Famous Doctor Urgently Need To Speak With You?

John Carlton here. Sharing some notes and insights on yet another of my all-time top grossing ads…

I still don’t know why Rodale came to me for a letter to the burgeoning Christian health market. I was the guy who wrote their “sex” letters, and was briefly blacklisted for causing trouble and generally not being a “team player”.

I mean… I use very strong language in my copy, as you no doubt have noticed. Not exactly the sort of words you’d choose when the Vicar comes to tea.

But I was also the “outsider”, the writer expected to deliver something different and brash and new. They didn’t want to go after this lucrative new market with their usual stuff. So they tricked me into taking the job.

It’s been mailed, off and on, to various religious lists for over a year now. I don’t believe it’s a monster winner, but the jury’s still out. Like I said, it’s a new market they’re testing.


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