“$20 From My Own Pocket”
Carlton dissects a Leo Costa "Hot List" letter that credentializes a forthcoming magazine ad -- handing bodybuilders $20 off insider steroid secrets before the price goes up -- as a lesson in always telling customers about the deal.
From The Desk of Leo Costa
Mr. Jeremiah [redacted] P.O. Box 81729 [redacted]
Re: I want to give you $20 from my own pocket to contribute toward your knowledge of ultimate body building!
Dear Jeremiah:
When I was a young body builder I would have practically killed to know the truth about how the world champs developed those outrageously huge bodies. I knew these monsters were using something to get their incredible physiques (they had to be)... but what?! The wall of secrecy surrounding body-enhancing drugs like steriods, growth hormones, testosterone, (Primabolan, Dianabol, Anadrol 50, Halotestin, Winstrol, Anavar) made finding out practically impossible – until now!
The proper use of drugs is probably the most important thing any serious body builder can know! After seeing enough of the "new guys" risking their health simply because no one was willing to give them the straight-up info (some of these drugs are downright dangerous if not used properly)... I finally got pissed off enough to do something!
I teamed up with my old friend and fellow body builder Tom Platz ("Mr. Legs" – a former Mr. USA Heavy Weight Champ and Mr. Universe Contender) and together we asked six of the world's top body builders to go on tape and spill their guts about everything. What drugs they took, when and how much – the whole works. We made it clear that we didn't want the usual hum-drum bull fed to us... we wanted the real stuff – the drugs by name along with every detail about taking them – side effects, dangers, benefits -- everything!
We received a stunning answer -- all six agreed to do it! But there was one condition -- five of them wanted to remain completely anonymous. They didn't want to face the fallout from those powerful industry leaders that don't want you to know this highly secret cutting-edge information.
The result is over 5 hours of solid gold stuff! These world contenders reveal everything about their use of steroids, growth hormone, testosterone, insulin, diuretics, and more! What's truly amazing to bodybuilders who have seen the tapes is that these giants are giving away for practically FREE to you what took them years of nerve-racking experimentation and thousands of dollars to develop!
But this is to your advantage, and I would grab this advantage while you can! We truly didn't think our "little experiment" to get you these secrets would even get this far... and we're still waiting for the industry leaders to shut us down. This is why we made only a very limited amount of tapes (I certainly don't want to get stuck with a bunch of inventory when they come to pad lock our doors!). We've made just enough for our "Hot List" customers -- and those tapes are going fast!
Here's what you need to do now! Call 1-800-582-2083, ask for Dept BB-02, and tell them you want "Bodybuilding Backstage Secrets" sent out to you today. If our operator tells you it's sold out and is no longer available, don't panic... just say your a "Hot List" customer (a package has definitely been set aside for you -- but only for one week). The price for this 3 tape, 5-hour video package is only $79 ($20 bucks off because you're on the "Hot List") which is an unbelievable bargain when you consider what you're getting! And as always, this is completely RISK-FREE to you because OTS offers a 100% Guarantee of Satisfaction. If you don't like it (for any reason) return it for your money back – no questions asked. But you'd better order now, I'm holding your personal "Hot List" copy for only one week, and after that it's up for grabs... and when it's gone, it's gone!
Sincerely,
[signature: Leo Costa Jr.]
Leo Costa
P.S. I've enclosed a copy of an advertisement that we're planning on running in the Spring of 2000. We know it may never happen because I'm already getting a lot a flack from certain industry-types who don't want detailed information about body-enhancing drugs like steriods, growth hormones, testosterone, etc., available to guys like you. Better call today!
P.P.S. The tapes you'll be getting are the "uncut" version of the interviews which means that not only are you receiving $20 OFF the asking price, but you're also getting MORE of the nitty gritty info about how the world champs really get those incredibly monsterous bodies! But if you don't order now – the "Hot List" tape we're holding for you will be gone!
What Drugs, When & How Much...
*In an incredible display of RAW HONESTY, 6 World Class Body Builders reveal all the specific gritty details about the DRUGS that helped them DOMINATE the world stage with mankind's most impressive physiques.*
[photo: rows of competing bodybuilders posing on a contest stage]
For almost all competing body builders, the question isn't whether or not to take body enhancing drugs, but exactly what kinds, when, and how much. It's been almost impossible to get any honest and accurate talk from the body building community... UNTIL NOW!
Trying to talk openly with world class body builders about their use of body-enhancing drugs is kind of like asking a lion to share his lunch -- it just ain't gonna happen and you might not walk away from it. That is until a fellow body builder, the world-renouned Tom Platz -- a former Mr. USA Heavy Weight Division Champion and a Mr. Universe Contender -- decided to blow the lid off. He felt it was critical that athletes know this important information. Now, for a limited time, it's available to YOU!
Platz, certainly one of the most trusted men in the industry, asked six top contending body builders to sit down with him and spill their guts, on tape, about what kinds of drugs they use, when they use them, how much they use, the whole works. No holds barred. He wanted everything.
To his astonishment, all six agreed, but five of them had only one condition. Their identities had to remain a complete secret. Only one, world class champion Lee Priest, would go on record using his real name.
The resulting wealth of information is truly amazing. In over FIVE HOURS of interviewing, these giants reveal everything about their use of steroids, growth hormone, testosterone, insulin, diuretics, etc., how much they use, how often they use – simply everything. Nothing is held back!
And now, thanks to the efforts of Tom Platz, what took these men tens of thousands of dollars and years of trial and error can be yours for FRACTION of that cost! For a limited time, you can know the secrets that made these men body building gods, how to avoid certain dangers and pitfalls, and crucial information that is simply gold to any serious body builder. If you're interested in learning what the "insiders" know, this is for you! But don't wait, underground word of mouth has already put demand for this incredible information through the roof and availability is strictly limited! And once it's gone, it's gone!
Here's what you need to do now! Call 1-800-582-2083 and ask for the "Bodybuilding Backstage Secrets" (Dept BB-02) video package. The price for this FIVE HOURS of intense information is only $99 [handwritten: price crossed out] (+$5 S&H) and you risk absolutely nothing because OTS offers a 3-month 100% guarantee, no questions asked! You've got nothing to lose -- don't wait! Know all the secrets of elite body builders. Supply is extremely limited... order NOW! ■
[photo: Body Builder #1, identity obscured] Body Builder #1 "We... combine ...nobolan with ...eks... 250mg ... DECA, which ...ke..." [left edge of caption cut off in scan]
[photo: Body Builder #4, identity obscured] Body Builder #4 "(I took) 100mg tablets. I started off with one half for a couple of days..."
[photo: Tom Platz speaking] Tom Platz - Interviewer The former Mr. USA Heavy Weight Division and Mr. Universe contender was trusted by these world class body builders to keep their identities 100% secret.
[photo: Body Builder #2, identity obscured] Body Builder #2 "...6 week to 12 ...k cycles, then ...go off for a ...th and let your ...ptors come..." [left edge of caption cut off in scan]
[photo: Body Builder #5] Body Builder #5 IFBB Professional Body Builder Lee Priest, winner of many titles, comes forward and tells all!
[photo: Body Builder #3, identity obscured] Body Builder #3 "...0mg every ... and then... ...trol, 1cc every" [left edge of caption cut off in scan; a final caption line is cut off at the bottom edge]
[photo: Body Builder #6, identity obscured] Body Builder #6 "For the off season... Cypionate is best, mixed with"
[handwritten: large circle drawn in the left photo column]
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[logo: OTS]
OTS Priority Order Form
Bodybuilding Backstage Secrets
For fastest service use your credit card and call TOLL-FREE
1-800-582-2083 (Dept. BB-02)
- ☐ YES! I'm ready to discover the most closely guarded secrets in bodybuilding. Finally, I can get the TRUTH about drugs in the sport from the people who know -- the world's top bodybuilders! Please rush this exciting 5-video package of intense interviews. I realize there's NO RISK to me because of your 100% Guarantee of Satisfaction with no questions asked! Here's how I want to pay:
- ☐ I prefer to pay by credit card. Please charge my:
- ☐ Visa ☐ MasterCard ☐ AmEx ☐ Discover
- ☐ Enclosed is my check for $104 [handwritten: amount crossed out] ($99 plus $5 S&H):
Card# ________ Expires ________ Name ________ Signature ________ Address ________ City ________ ST ____ Zip ________
Mail this form in the enclosed envelope to: OTS • 606 E. Acequia St., Dept. BB-02 • Visalia, CA 93292
CA & WA residents add appropriate sales tax. Rush shipping available for additional charges of $10 for "2-Day" shipping and $15 for "Overnight" shipping. [final fine-print line cut off at bottom of scan]
Look For "Backstage Bodybuilding Secrets" Inside These Fine Magazines In Spring 2000!
[starburst: 5-Hour Tape Package Only $99 — with handwritten X crossing out the price, and a handwritten arrow pointing to the "Hot List" box]
Attn: "Hot List" Customer Order NOW (before our ad appears in these mags) and get this incredible 5-hour package for $20 BUCKS OFF!! Just $79 (plus S&H) 1-800-582-2083 Dept. BB-02 Supply is extremely limited!
[photo: full-page collage of bodybuilding magazine covers, including MuscleMag International, FLEX ("FREE! GIANT CHEST-TRAINING POSTER"), Ironman Magazine ("HOT! FANTASY WORKOUT SPECIAL: 30 SIZZLING, EYE-POPPING MINIPOSTERS"), and Muscle & Fitness ("FREE 6-PAGE HERB CHART INSIDE", "POWER...")]
Bodybuilders are among the most insane people on the planet.
Two quick stories to prove it: I once trained with Leo Costa, Jr. for a year in the gym. He's a brutal trainer, but he put 20 pounds of solid muscle on me, just like he promised. However, I knew I wasn't meant to be a hard-core bodybuilder when he forced me to leg-press 580 pounds one day. That's a lot of weight, in case you don't know. Much more than a guy my size should be able to handle.
You have to imagine the scene: There's me, a none-too-big guy welded into the leg-press contraption with a scared look on his face... and there's Leo, all 330 pounds of him, screaming encouragement and demanding I perform. The entire gym grew silent, and people gathered around to watch. I used every last drop of strength -- and six full minutes of grunting -- to slam that pile of iron up one time. It was a stunning achievement, the main rumor in the gym for a month.
And I bled from the anus for a week afterward. That was the end of my bodybuilding career. Leo was dumbfounded. He thought I was getting the hang of it.
Next story: Tom Platz ("Mr. Legs" to every bodybuilder who follows the professional side of the sport) is training in Gold's Gym in Santa Monica. He's on a mission to get huge for a competition. They call him "gonzo", because he's famous for doing literally ANYTHING to add another inch of muscle to his bulging torso. So... he's experimenting with ungodly amounts of weight on the same type of leg-press machine.
Here is how I remember him describing what happened next: "So I've got every free weight in the room on the machine, plus a bench and several barbells -- everything I can find that weighs anything. Gotta be close to a thousand pounds on the rack. And I'm doing sets of multiple repetitions. My head is swelling with the strain. Every fiber in my body is at max effort... *and suddenly, my brain seems to explode with the most agonizing pain I've ever felt in my life.*
I blacked out, and came to in a cold sweat, the leg press almost crushing my pelvis. I was sure I was near death, having pushed my body beyond its outside limit.
So... *I tried one more rep...*"
That is gonzo bodybuilding. These guys are nuts.
They're also wary of bullshit advertising. The muscle magazines are full of dubious claims and junk to waste your money on. Leo has earned the respect of millions of bodybuilders by being honest, challenging the status quo, and offering nothing but proven training tactics to a customer base starved for legitimate information. He is his
own "human laboratory" for training. Nothing goes out that he can't personally vouch for.
Even so, this is a market where money matters. A dedicated bodybuilder will spend every cent he has on something he believes will help him attain his goals. And since serious training requires so much time, the average bodybuilder often struggles to earn what his peers are making. Every penny counts (as it does in many markets).
So... the appeal in this letter of "giving you $20 from my own pocket" means something. Here is a chance to see training secrets that everyone else will pay more for later on. It puts you in a special group. It helps you feel privileged. Part of an "insider" camp.
I am always astonished when businesses neglect to highlight their willingness to offer deals. I have frequently been shopping for stuff, and casually mentioned on leaving a store that I was heading for the competition to see what they were charging... only to be told, as an afterthought by the salesman, that they would match any price in town I found.
No mention of that in the advertising. If I'd had a better head start toward the door, the salesman wouldn't have been able to tell me that little fact.
Look -- if you're offering a deal, TELL ME! Never assume your customer has even a sliver of the knowledge you do about the market you're in. Too many businesses take for granted all the deals they're willing to make... and forget completely that the customer is NOT part of their inner circle. The average customer doesn't have a clue what "everyone" in your market does. He's interested in buying from you right now... and tomorrow he will be onto another project altogether.
If you don't tell him what he needs to know, he'll never know it.
And he'll buy from your competition.
This letter is all about credentializing. The reader will soon be seeing this ad in major magazines, for a higher price. Here's your chance to get it cheaper. And don't panic if the operator tells you it's sold out. We've set aside a package in your name... for a week.
Interested? Better act fast.