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… and if you haven’t mastered the secret by the fourth ball, we insist you ask for your money back.
It’s a powerful way to illustrate the complete faith the mailer has in his product. It drives home the concept that you do not have to practice for a long time. The benefit you receive is immediate, and easy.
Plus… it’s guaranteed to please you, or you get all your money back, no questions asked.
This letter has mailed for years, and appeared every year in the major golf magazines. When I wrote it, I was still pretty much guessing at the big “hot buttons” for golfers… but all my hunches paid off. (I must have talked with two dozen golfers to get a “feel” for what tweaked their passion.) On page one, the fifth point is to “go to the clubhouse and gloat”. Golf is such a frustrating game, a blatant appeal like this hits home. Golfers would love to be able to gloat. It’s rare that you get the chance.
You don’t have to gloat, of course… but it sure is nice to have the opportunity.
Notice the increase in the informality of Dr. O’Leary’s tone — he is “Head Golf Nut”…everybody’s mad at him…and he went through all the skepticism himself before being convinced this secret was the real thing. His passion and his honest amazement at this secret are clearly evident.
This is also a completely benefit-driven piece-– the opposite of the “22 Minutes and 17 Seconds” golf ad you saw earlier in the collection. That’s why– rather than weave the credentials of the talent into the copy– I just added the lift note (Does The Name John Darling Ring A Bell?”).
This allowed me to go hog wild on the benefits, without having to detour to explain who the expert is.
It’s important to know what’s more interesting to the reader — the benefits he will receive (launching longer and more accurate drives)… or the deal he gets (such as a post dated check)…or the opportunity available to him (like an “insiders” private lesson with the most sought-after teacher in the world). Even on similar products, the concept you use can — and should — be startlingly different each time. You cannot afford to give your audience an excuse to yawn and put your letter aside.
Click here to see “The Blind Golfer” ad.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary.)
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