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 ...
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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 ...
I believe this is the piece where I introduced the “four ball guarantee”. It’s very simple: Watch the instructional video, go out to the driving range, line up four balls and hit them… ...
Here is an example of “pre-positioning” a piece to your house list. In example “A” — sent to the hottest clients on the house list — Leo genuinely wanted to know how bodybuilders ...
Golf is one of those golden markets that is clearly targeted…and populated with people who have an irrational passion for the sport. They don’t bat an eye when I address them as “golf ...
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