Finally, here is a great example of a completely “blind” letter. Nowhere in the entire four pages of copy is there a hint of what, exactly, you will find in the product.
It’s all tease. Like the little strumpet at the local watering hole giving you a big come-on… but never revealing exactly what it is that may or may not happen if you bite.
Basically, every good sales pitch is targeted at the benefits of the product, not the features. It doesn’t matter if the product is big, small, blue, green or yellow, glows in the dark or comes with spurs. What does matter– and it’s the ONLY thing that matters– is what the product will do for the human being using it.
So, a great sales pitch teases your brain with glimpses of what’s in store. It’s a hazy picture, somewhat vague. You can’t make out the details very well But you get a good sense of what it will feel like.
In this letter, I’ve built on the well-known phenomena of the practice range - where every golfer of every stage of ability has, at one time or another, experienced near perfect bliss by hitting fabulous shots. Trouble is, every golfer who has done this also knows the frustration of NEVER being able to take that blissful perfection out onto the course, where it counts.
The reader can feel the sensations I write about. And he can imagine the joy of finally being able to experience it on the course.
Tease, tease, tease. Sometimes, I’m just the most shameful flirt in copywriting.
But then, flirts get results.
Click here to see the “The Most Important Letter You’ll Ever Read” 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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