John Carlton’s Best Ads: The Most Important Letter You’ll Ever Read

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.

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