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. One of the main objections to the idea of hitting long-distance tee shots has always been the inability of the reader to fit himself into the picture.
“Sure”, he might say, “that could work for other guys. But I’m too (fill in the blank).” Old, overweight, weak, uncoordinated, young and underdeveloped, bad back, blind as a bat, etc.
So I addressed everything in one fell swoop. Okay, in several swoops. But all very quickly and in a tidy, condensed few paragraphs.
Just as important… I addressed the one thing crucial to all golfers: Looking good in front of your buddies. This is a great example of helping the reader visualize future results.
Click here to see the “Hey Guys, Watch This” 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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