Golf is one of those golden markets that is clearly targeted...and populated with people who have an irrational passion for the sport.   They don't bat an eye when I address them as "golf nuts" (which I frequently do).   They glorify in their passion. They are so...

This piece has mailed as a letter and run as a magazine ad for over seven years. It's a prime example of ''in your face' muscle writing-- it literally  asks you to find a large friend, and have him point the gun at you and squeeze the trigger. It's not a "nice" ad....

I always load up my ads with urgency. You never want to let your reader think she has the luxury to put the copy aside and think about the offer. World-class salesmen know that letting the prospect "think about it" will kill the sale. Here is an example of piling...

Another simple tactic to get extra readership out of an ad, without changing another word in the main copy. The "look" of the words "Final Notice" is important, too.  It looks like a real stamp, and the ink is red.  It is stamped off-center, so it appears to have been...