by The Marketing Rebel Team | Lessons
This letter was purposely written to cover a glaring oversight I’d missed in all my other golf ads. Namely… identifying where the reader is now in his game. The audience is full of young guys… old guys… and rookie duffers of all stripes....
by The Marketing Rebel Team | Lessons, Member Virtual Hot Seats
On the hot seat this month is Manny, who was hired by Paula to help promote her business. Manny’s original question was how to create questions to interview current clients to see what they were looking for and how Paula helped them. They did answer that...
by The Marketing Rebel Team | Lessons
I’ve written something like 4,000 direct mail letters and direct response ads for golf products now. Okay, that’s a bit of an exaggeration, but not much. Sometimes, the best ads come from sheer desperation. I was hitting the very bottom of my bag of tricks...
by The Marketing Rebel Team | Lessons
There are two ads referenced in this commentary. This is the second one (last couple of paragraphs). Another Rodale piece– this time, they got impatient selling individual books about the various parts of men’s lives… and decided to just lump...
by The Marketing Rebel Team | Lessons
Gary Halbert gets credit for the headline and concept on this one. I was working with him at the time, in the last days of the Reagan presidency, when the financial markets — and especially the precious metals markets — were causing investors migraines....
by The Marketing Rebel Team | Lessons, Member Virtual Hot Seats
On the Marketing Rebel Club hotseat today is Craig. He has taken nicheing (is that a word?) to the extreme. He does camp marketing. Not just camps, but summer camps. Not just summer camps but sports summer camps. This market is very concentrated. In fact, his prospect...
by The Marketing Rebel Team | Lessons
Here is an early self-defense letter, which struck a major nerve in the customer base for this market. It’s run every year for the last decade in the major magazines and mailed even more often to hotlists. The appeal is simple and to the point: This is hard-core...
by The Marketing Rebel Team | Lessons
Every so often, one of my clients decides to go cause trouble in a completely new field. The following ad appeared in a niche magazine recently, and caused shock waves throughout the industry. Just like we intended. Most markets out there have never seen this...
by The Marketing Rebel Team | Lessons
Every market in existence has inside secrets. Yes, even yours, no matter what business you’re in. There are secrets to French cooking, carpentry, scoring high in math tests, playing piano and becoming an astronaut. Also cleaning carpets, battling weeds in your...
by The Marketing Rebel Team | Lessons
Here is a good example of a simple way to organize a sales message that has multiple parts to it. If I’d tried to tell a story incorporating all these points, the letter would have ended up 16 pages long. I write long copy, but not if the same thing can be said...