“The Accidental Discovery”
Carlton dissects the power-word-loaded golf ad that made a skinny unknown a "human launch pad" -- shown in both its typo-riddled sales-letter mailing and the corrected, higher-priced magazine version -- to argue that good enough is good enough and copy is king.
It'll take you just 10 minutes to learn, too!
How A Skinny Little Golf Genius From California Accidentally Started Hitting 425-Yard Tee Shots!
"It's so simple, it's embarrassing," he says... and he INSISTS he can quickly teach his simple secret to YOU... instantly adding up to 70 accurate yards to every tee shot you hit from here on out for the rest of your life!
To: John Carlton From: Dr. Michael O'Leary
Dear John,
How would you enjoy suddenly having a reputation as a "human launch pad?"
I'll tell you, as much as I love the game of golf... my biggest thrill is still on those occasions when I hit a monster tee shot that sails straight and true, so far into the distance that everyone has their hands up on their brow squinting to follow the ball. I call it the "great tee shot salute."
That's where you really earn your respect on the course -- the tee box.
And that's why I believe you're gonna LOVE this.
Here's the story: Six short months ago, a scrawny guy named Brad Peterson officially signed up for his first professional long-ball competition in Northern California. Brad, by the way, is maybe 5'9-1/2" (if you count the spikes in his shoes), and maybe 158 lbs. soaking wet. Small guy. Stood out like a sore thumb on the tee, dwarfed by all the athletic golfers lined up for the competition.
So you can imagine the shock and dismay among the big guys when Brad walked up to his ball, settled in...
"Put Me in a Tee Box With Tiger Woods and I'll Outdrive him Every Time"
And Promptly Smashed A Gorgeous 425-Yard Drive With "Eyes For The Fairway"!
This little guy is now the hands-down professional Long Ball Champion of Northern California... ranked 31st in the world among professional golfers for tee shot competitions... and he's still so new on the circuit that no one knows his name yet! Has a documented ball speed of over 210 miles per hour, too. (Golf commentators often say Tiger Woods, Davis Love III and Phil Mickelson have been clocked at around 190, to give you some comparison.)
But what's REALLY shaking up so many pro golfers... is the unsettling fact that...
Brad Says He Can Quickly And Easily Teach ANYONE How To Hit Like That!
I tell you... you haven't seen anything until you go golfing with a petite woman and a teenaged kid... both of whom can out-drive you by 60 yards off the tee! I had that experience... and when I learned that Brad was the man behind their outrageous driving abilities, I sought him out post haste.
Think about it... when you hit tee shots like that... you've reduced golf to three or four clubs.
Driver, wedge, putter.
Heck... on shorter par-4 holes, you can just use ONE club. Launch your tee shot onto the darn green, and use your driver to putt it in. I've seen Brad do it. Eagle.
EAGLE!
How does a small guy like that FIND this kind of stunning power and accuracy?
Turns out... you don't need strength to hit impossibly-long tee shots. You don't even need to be in shape.
It's all in the swing.
Brad discovered this by accident. He saw big, strong golfers nearly bust an artery while driving, and not hit the ball very far. And he saw other guys get a lot of whip into their swing, but with no accuracy.
And it just dawned on him one day. Everyone was putting their effort and strength and power into the WRONG part of the swing! It was so simple, really.
In fact... there are just 5 easy steps to learning the secret of long drives (which he calls "Drop and Pop") and you can learn it all in just 10 minutes:
1. How to get that perfect "relaxed" set-up to start out right (it's easy)... 2. The secret of starting your back-swing with your left shoulder to increase the perfect symmetry of your address (even easier)... 3. How to trust good old GRAVITY to start your downswing (very easy to do)... 4. How to make sure your left elbow stays tucked in the follow-through to guarantee pinpoint accuracy (still easy, if you concentrate)... and... 5. The biggest (and EASIEST) damn secret of them all...
When To Apply The Secret "Power Thrust" Where -- Contrary To Every Other Lesson You've Ever Had -- You Absolutely MURDER The Ball!
You'll look smooth and relaxed... and, in fact, you'll BE relaxed throughout 99% of the swing. But... at a very critical place in your swing, you're going to just UNLOAD.
It's not strength... it's simply putting the simplest kind of "oomph" into your contact... and that's why kids and women can use it, too.
Yet this small amount of natural effort at the point of impact will sound like a small canon just went off. Ker-POW!
Man, it feels good to do it, too. It feels like MAGIC... especially when you get to watch your ball sail off into the fairway like a friggin' guided missile. "Oh, my," you'll say, "looks like another howitzer shot." And your buddies will wail, "How do you DO that?"
BEST PART: It will take you just 7 balls to get this amazing secret down.
Here's the deal: We video-taped Brad's little-known "Long Ball" lesson... the one he's given privately to a small number of lucky California golfers (including some professionals who have threatened lawsuits if their names are used here).
There is nothing in this lesson about putting, or the short game, or fairway woods. It's just about launching precision tee shots 70 yards further than you ever have before in your life.
It's exactly what every golfer who's ever craved respect on the tee has wanted. And... it's simple and easy (once you see the secret).
In fact, I will offer you a complete, no-risk, 100% money-back guarantee. Order this private videotaped lesson... watch it... then go out to the range and place 7 balls from your bucket in a row.
Hit the first 3 to get your new "power thrust" down. Hit the next 3 to dial in your accuracy. And hit the last ball just to prove to yourself...
You Really Have Suddenly Added Up To 70 Accurate Yards To Your Tee Shot!
If it doesn't happen, simply return the tape, and I'll see that you receive a prompt refund of your money, no questions asked.
Even better... there's NO TIME LIMIT on when you must do this. I don't care if you send the tape back in two weeks... or two years. I'll send your money back, without hassle.
I can afford to be so generous... because I know the exciting TRUTH. You see... this secret really does work! It's amazing, it's like black magic, it shouldn't BE this easy and simple... but it is.
Just imagine signing up for the next local long-drive competition. Watch all the big guys huff and puff and swat like beasts at the ball. Let the smooth athlete-types do their windmill imitation, pretending all the cameras are on them.
Then saunter into the box, tee up your ball... and casually put them ALL to shame with a gorgeous, precise drive that takes the prize.
Jaws will drop, and respect will be earned. It's up to you whether to let anyone else in on your little secret, however. (I wouldn't.)
Here's how to get your private lesson with Brad: Just call my office at 1-800-316-5871 and tell whoever answers you want the "Monster Tee Shots Video", and you want it now. You can use your credit card. It's just $49, and like I said, it's completely guaranteed. You don't risk a penny. (And never forget you're dealing with OHP, and our international 10-year reputation is solid gold with tens of thousands of golfers.)
If you prefer to pay with a check or money order, just fill out the enclosed Priority Order Card and mail it in with your payment. We'll ship your lesson out the same day we receive your order.
There's just one little thing: Brad is getting his ducks lined up to go on the Tour, and the sponsors he's considering will want him to put these video lessons away for a while. So, if you don't order right now, you may have to wait until Brad finishes his career... maybe 10 years down the road.
So don't wait. Call or mail the card today, while you're thinking about it.
Another 70 accurate yards to your drive... guaranteed. That's nothing to turn your nose up at. That's golf the way the big boys play it.
You're gonna like this.
Sincerely,
[signature: Dr. Michael O'Leary]
Dr. Michael O'Leary
P.S. One last thing -- I have something I want to send you FREE, if you call right away.
It's a cassette tape interview with Brad Petersen... where he reveals all the little maneuvers and tricks he uses to guarantee a win at Long Ball tournaments. He'll show you how to instantly size up your competition (so you know beforehand who to ignore and who to maybe toy with psychologically)... how to use the contours of any fairway to squeeze out another few precious yards (you may, for example, want to hit it near one side, where you can get some extra roll, even if you sacrifice the accuracy you'd want in a real round)... how to use the natural fluctuations of wind and weather to your advantage (you may want to go sooner or later depending on conditions)... how to warm up before teeing off (because competitions are different than a real game)... and a ton more.
It's a fascinating "insider" interview with a guy who succeeds wildly at the game... and walks away with prize money for long tee shots on a regular basis. (Ranked 31st in the world.) And... the tape is yours FREE just for calling right now. You can keep it, too, even if you later decide to return the private lesson video for a full refund... consider it my gift to you just for trusting me on this.
P.P.S. Still not convinced? Then check out what other golfers are saying:
"I've had lessons from many different pros -- yet none have turned my swing around quicker than Brad. His teaching methods are very subtle, easy and produce results fast! Now, hitting 280-yds. drives with pinpoint accuracy, feels so natural!" C. Marlin Nelson, Central California
"Everyone knows that more club head speed is more distance...in just FIVE minutes, Brad showed me how to increase my club head speed 35 mph, it's now approaching 120mph.... I'm now cranking out 290-yard tee shots, time after time, no effort, I'm laughing at how easy this is." Donald Murphy, Finance Manager
"Brad entered his first Long Drive Competition with a driver I made for him. This skinny guy can generate some incredible club head speed and hit the ball a "ton". Brad can literally crush the golf ball, he's the longest hitter I've seen in 10 years of making clubs." M. Charles Case, Master Club Maker
"Is this method of getting more power for everyone? You better believe it! I thought those days of hitting the long ball were gone, boy was I wrong, I've added 40- yards to my 225- yard drives, it sure feels good and it's good for this 64 year old mans ego! Shot 82 last time out...." Eugene Thompson, Norwalk, California
"Brad knows how to "tweak" your swing just right, instantly! His simple changes are incredibly easy for hitting longer and straighter. I've added a smooth 30-yards to my drives -- with an occasional tee shot well over 300-yards. My handicap has dropped 9 strokes in a few short months, to a single-digit, I'm a much different golfer, thanks to Brad!" P.M. Holman, California
"I've competed against Brad, I've seen him first-hand hammer a drive 425 -yards. His swing is for real, so smooth and very consistent and that's a big plus in Professional Long Drive competition. Brad can also play the game; he's a complete golfer. Brad is an awesome long ball hitter with an explosive repeatable swing." Guy Sanders, Central California
"This swing feels so good, it's simple and it works.. Wow! In 10 minutes on the range I was smacking ball after ball into the net at the back of the range 290 yards on the fly!" C.R.Tanner, Central California and can quickly supercharge your swing. I never thought it was possible to hit my 5 wood 245 yards.." J. Hale, District Sales Contractor
"Absolutely amazing, my drives literally explode off the tee and the control is unbelievable, I'm now, more accurate and consistent then ever! This video has changed my game tremendously, Thanks..." Travis Morgan, Chicago, Illinois
"I've struggled with my game over the past 3 years mainly because of weak, erratic driving... Brads' simple tips have brought incredible distance to my drives. My weak 180 yard drives are now being launched 250 -265, that's over 70 yards longer I can't believe it, and it was so easy, Brad you're a genius!" D.M. Kelly San Jose, California

"Put Me On a Tee Box With Tiger Woods and I'll Outdrive him Every Time" It'll take you just 10 minutes to learn,too!
How A Skinny Little Golf Genius From California Accidentally Started Hitting 425-Yard Tee Shots!
"It's so simple, it's embarrassing," he says... and he INSISTS he can quickly teach his simple secret to YOU... instantly adding up to 70 accurate yards to every tee shot you hit from here on out for the rest of your life!
By Dr. Michael O'Leary
How would you enjoy suddenly having a reputation as a "human launch pad?"
I'll tell you, as much as I love the game of golf... my biggest thrill is still on those occasions when I hit a monster tee shot that sails straight and true, so far into the distance that everyone has their hands up on their brow squinting to follow the ball. I call it the "great tee shot salute."
That's where you really earn your respect on the course -- the tee box. And that's why I believe you're gonna LOVE this.
Here's the story: Six short months ago, a scrawny guy named Brad Peterson officially signed up for his first professional long-ball competition in Northern California. Brad, by the way, is maybe 5'9-1/2" (if you count the spikes in his shoes), and maybe 158 lbs. soaking wet. Small guy. Stood out like a sore thumb on the tee, dwarfed by all the athletic golfers lined up for the competition.
So you can imagine the shock and dismay among the big guys when Brad walked up to his ball, settled in...
And Promptly Smashed A Gorgeous 425-Yard Drive With "Eyes For The Fairway"!
This little guy is now the hands-down professional Long Ball Champion of Northern California... ranked 31st in the world among professional golfers for tee shot competitions... and he's still so new on the circuit that no one knows his name yet! He has a documented ball speed of over 210 miles per hour, too. (Golf commentators often say Tiger Woods, Davis Love III and Phil Mickelson have been clocked at around 190, to give you some comparison.)
But what's REALLY shaking up so many pro golfers... is the unsettling fact that...
Brad Says He Can Quickly And Easily Teach ANYONE How To Hit Like That!
I tell you... you haven't seen anything until you go golfing with a petite woman and a teenaged kid... both of whom can out-drive you by 60 yards off the tee! I had that experience... and when I learned that Brad was the man behind their outrageous driving abilities, I sought him out post haste.
Think about it... when you hit tee shots like that... you've reduced golf to three or four clubs. Driver, wedge, putter.
Heck... on shorter par-4 holes, you can just use ONE club. Launch your tee shot onto the darn green, and use your driver to putt it in. I've seen Brad do it. Eagle. EAGLE!
How does a small guy like that FIND this kind of stunning power and accuracy?
Turns out... you don't need strength to hit impossibly-long tee shots. You don't even need to be in shape.
It's all in the swing.
Brad discovered this by accident. He saw big, strong golfers nearly bust an artery while driving, and not hit the ball very far. And he saw other guys get a lot of whip into their swing, but with no accuracy.
And it just dawned on him one day. Everyone was putting their effort and strength and power into the WRONG part of the swing! It was so simple, really.
In fact... there are just 5 easy steps to learning the secret of long drives (which he calls "Drop and Pop") and you can learn it all in just 10 minutes:
1. How to get that perfect "relaxed" set-up to start out right (it's easy)... 2. The secret of starting your back-swing with your left shoulder to increase the perfect symmetry of your address (even easier)... 3. How to trust good old GRAVITY to start your downswing (very easy to do)... 4. How to make sure your left elbow stays tucked in the follow-through to guarantee pinpoint accuracy (still easy, if you concentrate)... and... 5. The biggest (and EASIEST) damn secret of them all...
When To Apply The Secret "Power Thrust" Where -- Contrary To Every Other Lesson You've Ever Had -- You Absolutely MURDER The Ball!
You'll look smooth and relaxed... and, in fact, you'll BE relaxed throughout 99% of the swing. But... at a very critical place in your swing, you're going to just UNLOAD.
It's not strength... it's simply putting the simplest kind of "oomph" into your contact... that's why kids and women can use it, too.
[photo: Brad Peterson, a slight man in a white vest and cap, posing with a golf club]
Northern California Long Drive Champion Brad Peterson swears he can teach ANYONE the simple secrets to hitting long, straight drives with amazing consistency and accuracy.
Yet this small amount of natural effort at the point of impact will sound like a small cannon just went off. Ker-POW!
Man, it feels good to do it, too. It feels like MAGIC... especially when you get to watch your ball sail off into the fairway like a guided missile. "Oh, my," you'll say, "looks like another howitzer shot." And your buddies will wail, "How do you DO that?"
BEST PART: It will take you just 7 balls to get this amazing secret down.
Here's the deal: We video-taped Brad's little-known "Long Ball" lesson... the one he's given privately to a small number of lucky California golfers (including some professionals who have threatened lawsuits if their names are used here).
There is nothing in this lesson about putting, or the short game, or fairway woods. It's just about launching precision tee shots 70 yards further than you ever have before in your life.
It's exactly what every golfer who's ever craved respect on the tee has wanted. And... it's simple and easy (once you see the secret).
In fact, I will offer you a complete, ONE-YEAR no-risk, 100% money-back guarantee. Order this private videotaped lesson... watch it... then go out to the range and place 7 balls from your bucket in a row. Hit the first 3 to get your new "power thrust" down. Hit the next 3 to dial in your accuracy.

And hit the last ball just to prove to yourself...
You Really Have Suddenly Added Up To 70 Accurate Yards To Your Tee Shot!
If it doesn't happen, simply return the package and I'll see that you receive a prompt refund of your money, no questions asked.
Even better... you've got a FULL YEAR to do this. I don't care if you send the tapes back in twelve days... or twelve months. I'll send your money back, without hassle.
I can afford to be so generous... because I know the exciting TRUTH. You see... this secret really does work! It's amazing, it's like black magic, it shouldn't BE this easy and simple... but it is.
Just imagine signing up for the next local long-drive competition. Watch all the big guys huff and puff and swat like beasts at the ball. Let the smooth athlete-types do their windmill imitation, pretending all the cameras are on them.
Then saunter onto the box, tee up your ball... and casually put them ALL to shame with a gorgeous, precise drive that takes the prize.
Jaws will drop, and respect will be earned. It's up to you whether to let anyone else in on your little secret. (However, I wouldn't.)
Here's how to get your private lesson with Brad: Just call my office at:
1-800-316-5871
Tell whoever answers you want the "Monster Tee Shots Video Package", and you want it now. You can use your credit card. This package costs less than you'd pay for one private lesson... or a single round at a good course and like I said, it's completely guaranteed. You don't risk a penny. (And never forget you're dealing with OHP, and our international 10-year reputation is solid gold with tens of thousands of golfers.)
If you prefer to pay with a check or money order, just fill out the Priority Order Form on this page and mail it in with your payment to:
OHP • 606 E. Acequia • Dept. DP-43 Visalia, California 93292
We'll ship your lesson out the same day we receive your order.
There's just one little thing: Brad is getting his ducks lined up to go on the Tour, and the sponsors he's considering will want him to put these video lessons away for a while. So, if you don't order right now, you may have to wait until Brad finishes his career... maybe 10 years down the road.
So don't wait. Call or clip out and mail the order form below today, while you're thinking about it.
Another 70 accurate yards to your drive... guaranteed. That's nothing to turn your nose up at. That's golf the way the big boys play it.
You're gonna like this.
Sincerely,
[signature: Dr. Michael O'Leary]
Dr. Michael O'Leary
P.S. But wait... THERE'S MORE! Brad insisted we include -- for free -- his special "forgotten" hands-on teaching video in this package. (No one has seen this footage before, outside of a handful of insider students who paid $49 each for it.) This extra video reveals the secrets of Brad's "one shot chip shot" -- the astonishing open-stance "putt pop" that will put your ball within a few feet of the hole from "lay-up land" (20-30 yards out)... even if you botch the shot! Pro backspin, too.
This bonus tape also includes live footage of Brad teaching students how to instantly correct common mistakes that rob you of distance... cause slices or snap hooks... produce "worm burners" and pop-ups... and other problems most golfers suffer a dozen times each round. You can see the screw-up, and then the easy correction. Priceless secrets. Just eliminating these few mistakes can shave twelve strokes off your next game.
Best of all... this extra tape is yours to keep, free, no matter what. Consider it a gift from Brad and OHP, just for giving this hot new "long ball" video a look-see.
P.P.S. One last thing -- I have something MORE I want to send you FREE, if you call right away.
It's a cassette tape interview with Brad Petersen... where he reveals all the little maneuvers and tricks he uses to guarantee a win at Long-Drive tournaments.
It's a fascinating "insider" interview with a guy who succeeds wildly at the game... and walks away with prize money for long tee shots on a regular basis. And... the tape (easily worth $29) is yours FREE just for calling right now. You can keep it, too, even if you later decide to return the private lesson video for a full refund... consider it my gift to you just for trusting me on this.
So what you're getting here is HUGE. You'll receive:
1.) A Brad's full-length "Private Lesson" video teaching you his Drop and Pop secrets for hitting Monster Tee Shots 70-yards further than you are right now.
2.) A second video of Brad's hands-on teaching session to correct your distance-robbing mistakes... plus Brad reveals the amazingly simple "One Shot Chip Shot" to hone your short game skills like a pro.
3.) PLUS... the incredible "insiders peek" audio cassette that reveals the tips and tricks to winning long drive competitions.
This entire package is covered by a full ONE YEAR guarantee... but the second video and the "Long Driver" audio tape are both yours to KEEP no matter what! All this for just $69. That's the best deal in golf today.
Still not convinced? See what other golfers are saying:
"Subtle, easy and produces results fast! I'm now, hitting 280-yds. drives with pinpoint accuracy, and it feels so natural!" -- C. Marlin Nelson, Central California
"I've added 40- yards to my 225- yard drives! It sure feels good and it's good for this 64-year-old man's ego!" -- Eugene Thompson, Norwalk,CA
"I'm now cranking out 290-yard tee shots, time after time with no effort. I'm laughing at how easy this is." -- Donald Murphy, Finance Manager
"His simple changes are incredibly easy for hitting longer and straighter. I've added a smooth 30-yards to my drives. My handicap has dropped 9 strokes in a few short months, to a single-digit!" -- P.M. Holman, Southern California
"Brad's simple tips have brought incredible distance to my drives. My weak 180 yard drives are now being launched 250-265, that's over 70 yards longer. I can't believe it, and it was so easy! Brad you're a genius!" --D.M. Kelly, San Jose, CA
This swing is simple and it works... Wow! In 10 minutes on the range I was smacking ball after ball into the net at the back of the range 280 yards on the fly! -- C.R. Tanner, Central California
[logo: OHP DIRECT]
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☐ YES! I want to learn the simple and easy secrets to instantly adding up to 70 yards to all my tee shots! What an exciting prospect! I'll be rushed the "Monster Tee Shots" video and a second video with Brad's "Hands-On" teachings and his amazing "One Shot Chip Shot" session. PLUS I'll also get the "Long Driver" secrets to winning long-drive competitions audio cassette! And I don't risk a penny with your mega-generous ONE YEAR 100% Money Back Guarantee. And just for checking this out, I get to KEEP the second video and that cool "Long Driver" cassette tape no matter what. Wow -- that's generous! Here's how I want to pay:
☐ Please charge my:
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CA add appropriate sales tax. Rush shipping available for additional ch[obscured by ink blotch] Foreign orders may require additional [obscured by ink blotch]
Golf is one 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 irrational, in fact... that we found products which actually lowered scores don't do as well as secrets that help you wallop howitzer tee shots. Golfers care about looking good on the tee box, and to hell with triple-digit rounds.
And they care a lot.
The hook in this headline is the incongruity of a skinny little guy smashing monster tee shots. (425 yards is a loooong drive.) And... he discovered how to do it by accident. What's more, the secret is so simple, it's embarrassing. And will allow you to become a "human launch pad".
Skinny, accident, embarrassing, human launch pad... all these are power words. Everyone who reads them has their own personal memories and emotional connections stirred up. The words tell a small story all by themselves. Putting them all together creates an exploding geyser of conscious and unconscious responses in readers. Skinny guys aren't expected to exceed athletic standards. You're supposed to get good at golf by applying rigid scientific principles and practicing like a demon... not by accident. And who doesn't fantasize about being so good at something that you blush with embarrassment.
All this runs contrary to what the reader expects. He is surprised, titillated, intrigued... and astonished by his own visceral reaction to the sensationalism of the story. He feels compelled to read the ad -- it's a fun ride, it challenges his world-view of how things are, it gets his blood moving... and metaphorically pinches him on the ass.
It's a pretty safe bet this will be the ONLY thing he reads today that stays with him. The story makes a deep impression. An actual physical sensation, right down to his bones.
What's more, no sooner are you reading about stunning documented ball speed and long ball championships... than you suddenly learn that this skinny kid insists he can teach anyone how to hit like this. That includes you. Then it's benefit after benefit, piled on without mercy. With a very generous offer that may get taken off the table without warning. Plus cool free stuff.
Still don't believe it? Then check out the testimonials at the end of the letter. Hard to argue with real people telling you dreams can come true. This is a subject the reader is VERY interested in -- getting ridiculously better at golf almost overnight. He is
rightly skeptical, but since I counter all his obvious objections -- all risk is removed, lots of third-party validation (through testimonials), very clear list of benefits, very straightforward offer with no strings attached -- he has an opportunity to feel safe enough to indulge himself on this.
Hey -- it just might be what he's been hoping for after all. It's certainly worth a look, isn't it.
A note on typos: There's a doozy on page 1. Right before the first subhead (...And Promptly Smashed A Gorgeous 425-Yard Drive With "Eyes For The Fairway!"), the typesetter dropped in a line that should have appeared at the very top of the page as a superscript over the headline ("Put Me In A Tee Box With Tiger Woods And I'll Outdrive Him Every Time"). We caught this typo and fixed it in subsequent mailings, and in the magazine format we converted this letter to.
But I chose this version, with the typo, to illustrate a point: Good enough is good enough. People are not offended or stumped by the occasional mistake in your ad. Not only do they figure it out... but often they just blow right by it, without noticing. This is especially true when the surrounding copy is compelling and has them by the throat.
(I've included a copy of the magazine version of the ad right after the letter version here -- to show you where that wandering line of type should have appeared. You'll notice also, in this mag version, that the deal has been slightly altered to justify a different price. This higher magazine price is necessary because of the higher costs involved in print ads. But it also highlights the advantage of being on the "house list" -- where you get better deals than anyone else, before the general public even has a chance to see the product. You can bet I'll alert the house list customers to that very fact, too, at the next opportunity.)
The printed material in this entire collection is rife with typos. No matter how many people proofread a piece, mistakes slip through. As long as they aren't genuine disasters that ruin the sales-worthiness of the copy, however, it's all right.
Heck, sometimes even disasters work out. I once had a letter mail with two critical pages missing -- the pages with the ordering instructions and phone number and details about the freebies being given away! The ONLY way the reader could order was to hunt down the phone number on the order coupon (buried in the package)... and he wouldn't know what the package actually consisted of or how much it would cost until he called.
And yet that piece -- with the missing pages -- actually OUTPULLED another test-cell that went out with all pages intact. Figure that one out.
Now, I'm not recommending you start deliberately confusing your customers. But it's worth noting that many successful packages do exactly that -- they are loaded
with multiple letters, lift notes, folded 4-color brochures, reminder post-it notes, sealed envelopes and more. A little 3-ring circus explodes from the envelope into your lap.
Marketers have been arguing over whether to have a "clean" package or a "cluttered" one for ages. I think it's a bogus argument -- if your copy is compelling, and targeted at your reader's passionate sweet spot... you'll win the sale regardless of how you structure your package. Copy is king.
Even so, some "invisible" tactics can work like magic to help you get your stuff read.
Half a century ago, when most letters were still being typed on typewriters, savvy marketers would intentionally use a typewriter with dirty letters (like an "e" that was filled in), and capital letters punched too high off the line for their sales letters. So it would look something like this:
``` car Would you like to buy a brand new^for a used-car price? ```
They did this on purpose. Why? Because it gave the letter "human credentials" -- it looked like someone had just dashed off the letter and mailed it. Real letters from real people were written just like this -- on beat-up typewriters with dirty keys. What looked like an error to some people, was actually an intentional typo by a smart salesman.
Computers have made this kind of "on purpose typo" obsolete, but the concept is still dynamite.
I always want to convey a sense of "human credentials" in my letters. Personalization helps. But more than that, I want the words to connect on a personal level. Anyone with perfect grammar skills would give me an "F"... but I'm not writing to please English teachers.
It's the difference between "Hi, Mom, I'm headin' home"... and "Hello Mother, I shall be arriving shortly." Americans short-cut their speech and use lots of slang. Our grammar sucks. And our vocabulary is stunted.
Write like you would talk if you had time to choose the perfect power word when necessary. A few typos won't kill you. Concentrate on your sales message and your connection to the human being reading it.