There are two keys to the following cover letter.  First is the personalization in the subhead.  That alone is a compelling way to engage the reader. Second, though, is a much more subtle tactic.   It's disarming, clever, and hits directly at the...

Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give people’s hot button about vulnerability a gentle rap. Get a reaction.

Boy, did it ever cause a reaction…

You can check out John Carlton’s “Piss Everyone Off and Then Apologize” ad…

… and some of his other top-grossing ads…

… PLUS, get additional commentary and insights from John on this and many more of his best ads.

Learn the background, insights, structure, a persuasion techniques that went into some of the ads that launched John Carlton into the world of copywriting and advertising legends.

And start applying those same techniques to your own sales copy.

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