John Carlton’s Best Ads: A Really Long Letter To Every Bodybuilder Who Secretly Believes The Fat Cats Are Ripping Him Off

Here is that notoriously-long letter I wrote to the bodybuilding market a few years back. It’s a trimmed-down version of the 23-page letter that originally went out -­ we condensed a bunch of the charts and whittled the thing down to a nice and tidy 16 pages.  Very little of the original copy was edited, however.

When I tell other copywriters I forced bodybuilders to read a 16-page letter, they just stare at me and blink. When I tell them this letter pulled in a fortune  for my clients, as well, and mailed steadily for years, you can see the strain on their forehead as their brain tries to wrap around that disturbing fact.

Why disturbing?  Because it runs counter to the one belief most ad people religiously cling to — that people won’t read long copy. Especially market segments like… well, like bodybuilders … which aren’t known for their literary appetites.

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This infamous John Carlton ad... along with many others...

... each accompanied by John's breakdown of the strategies and persuasion techniques that made them so successful...

... are waiting for you right here -> John Carlton's Best Ads… And The Stories Behind Them.

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Stan Dahl
Chief Marketing Rebel