“The One-Legged Golfer”
Carlton's first golf ad -- the legendary "one-legged golfer" hook selling Milt Wallace's Triple Coil Swing videos through Dr. O'Leary's just-you-and-me-talking letter, complete with fascination bullets, a wall of testimonials, and a 3-month no-risk guarantee.
Want to slash strokes from your game almost overnight?
Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices... And Can Slash Up To 10 Strokes From Your Game Almost Overnight!
*Now you can learn to use your natural ability to "load" every drive with 200% more explosive power almost overnight, getting distance you could only dream of before... while nailing shot after shot exactly where you want it, as accurate as clockwork... and, if you're like most golfers, knocking a pile of strokes off your next round! Impossible? Not if you believe what lifelong professionals and hot new amateurs worldwide are now saying...*
Dear Friend,
If you've ever wanted to drive a golf ball with the explosive velocity of a howitzer cannon (adding half the length of a football field to your tee shots alone)... while hitting all your fairways and greens with masterful precision... then this will be the most important message you ever read.
Here's what this is all about: My name is Dr. Michael O'Leary, and until very recently I was your basic "hacker". I had a love/hate relationship with golf — some days I'd be driving like a pro, maybe even flirting occasionally with par... while the next afternoon my game would absolutely go all to hell. I swear I've stood at the edge of the lake, holding my bag overhead, one emotional hair-trigger away from tossing the whole mess and never stepping up to another ball the rest of my life.
Doesn't it drive you nuts? I had no consistency to my game at all, even after 12 years of playing regularly. No way to tell what each round would bring. And it wasn't for lack of trying, either — I'd easily dropped several thousand dollars having "pro's" tell me what a horrible hook I had, and if only I would start twisting my body like thiiiis on the upswing...
Yeah, right.
Fortunately, I'm The Kind Of Guy Who Will Bitch To Anyone Who'll Listen!
That's how I ran into Milt Wallace. And my life instantly changed forever. In a few short weeks after listening to Milt's advice...
- I had infused my swing with so much new power that I was consistently muscling drives 50 yards farther than I ever had before! (And you should have seen the look on my buddies faces when I started using an 8-iron from 180 yards out, nailing shots they missed with their 5-iron!)
- I saw a 110% improvement in my fairways-and-greens-hit-in-regulation! (Where my old swing would give me a "successful" shot 4 out of 10 times, I was now hitting 8-and-9 successful shots out of 10! That's unbelievable accuracy even some pro's can't claim!)
- Plus — incredibly...
My Handicap Plummeted From 16 To Just 7 In Less Than Four Months!
And it just gets better and better! My "fade" completely disappeared... and I became absolutely fearless on the links, going after every shot as if I had magical powers.
But it's not magic at all! You see, what I learned from Milt had almost nothing to do with me... and everything to do with the amazing new swing he'd developed over the years. He calls it the "Triple Coil Swing", and he got the idea for it over fifteen years ago while watching a one-legged man tee up and proceed to rip one of the longest drives Milt had ever witnessed. Back then, Milt was already a professional golfer, earning a living as the course pro at Hagen Oaks in California. Yet his game — and his demand as an exclusive teacher of serious golfers — was about to change forever.
Milt actually felt sorry for the one-legged man who was teeing up for his first shot... until he saw him drive the ball 320 yards dead center down the fairway, while maintaining a smooth grace even his two-legged companions couldn't manage! Imagine how this one-legged man must have looked standing up to the ball, swinging back and following through. Milt was sure the poor guy should have fallen over.
But he didn't. In fact, his balance was absolutely impeccable... and in a flash of insight, Milt saw the truth:
This One-Legged Man Actually Had An Advantage Over Normal Golfers!
It was because this man was forced to balance on one leg — Milt will explain the physics and which leg it was to you later — that he was able to "supercharge" his swing by letting the naturally-coiled tension of his movements "cock" and then explode. Yet he remained rock-solid in balance...
able to repeat each shot so predictably that he could often tell you within 10 feet where the ball would land.
The Triple Coil Swing Milt developed after watching this one-legged man's display is so simple, yet so crushingly powerful, that anyone — anyone — can use it to turn their game into a predictable, machine-like weapon. With two legs to stand on, your power and accuracy only increases dramatically... giving you complete domination over the links... and your opponents!
How can a simple swing do all this for you? Easy... because this new swing...
Uses Your Natural Ability To "Load" Your Body With Enough Precise Torque To Keep Every Swing Exact And "On Line"... Even As You're Tearing The Cover Off The Ball!
Anyway, there's a very good reason I'm telling you all this. You see, for years the only way to learn this amazing Triple Coil Swing was to hire Milt Wallace personally... and he never came cheap! In fact, for the last 10 years he's been charging $225 an hour, with a minimum of 6 lessons in a package — meaning it would have cost you $1,350 just in fees to learn this swing! That is, if you could nail him down for an appointment. He is perhaps...
The Most Sought-After Golf Teacher In The Country!
And Milt would have gone on giving only personal lessons for staggering fees (even though his health has been bad lately), until I convinced him of a very simple economic fact: If he would allow me to videotape him teaching his Triple Coil Swing... and sell these tapes to people even for a slight fraction of his fee... I knew that within a year's time, so many people worldwide would buy the videos that Milt would never have to give another personal lesson again! He could actually make a better living by charging "spare change", while enlarging his audience, than he could by gutting a few wealthy golfers a month for his "Cadillac" fees.
And Milt agreed... sort of. Actually, he made me a deal: we could "test" this low-cost offer in a few places, and if it did well, the deal was on. If it didn't, however...
He Would Pull The Videotape Off The Market Forever And Go Back To His Outrageous Fees For Personal Lessons!
That means, if you're reading this message, the deal is on for right now! This is an unbelievably exciting package... designed so you don't risk a dime checking it out in your own home! What you get is 2 videotapes, shot in a professional studio in San Diego and on the links at a local prestigious golf course. Each tape details exactly everything you need to know to master the Triple Coil Swing in the shortest time possible. Nothing has been left out... you get the same instructional format that Milt uses for his
hyper-expensive personal lessons... with the added advantage that you have it all on tape, so you can rewind and go over any part you like until it becomes second nature! Plus, you'll see:
- The one mistake even pro golfers make that kills the power in their downstroke... and how to use a simple, easy "adjustment" that will instantly increase your power by 200% or more! (Imagine consistently hitting 300 yard drives, and nailing greens from 150 yards out with a nine iron!)
- How to master this new swing in the shortest time possible... while you improve your current game with every stroke! (You'll learn everything those rich guys paid thousands of bucks for!)
- Why "beginners" are able to use this swing to quickly surpass more experienced golfers... even if they don't play every week! (In fact, the less you understand about what the "experts" try to tell you, the faster you'll be shaving off strokes and getting distance you could only dream about before!)
- How a "secret" 5-inch change in your hip placement translates into massive power for your stroke! (Not one pro in a thousand even suspects the potency of this simple adjustment!)
- How to avoid the power-sapping problems of "classic" swings — and guarantee yourself repeatable accuracy, tremendous "punch", and the most comfortable, natural swing you'll ever experience!
- Exactly where each of the six simple segments of the Triple Coil Swing begin and end — so you'll be able to spot-check your progress... and master the swing faster than anything else you've ever attempted in sports! (And repeat your perfected swing every time, without a shred of second-guessing!)
- How to use the secrets of "loading" your body for maximum power! (Traditional swings rob you of this potential power — while the Triple Coil Swing actually increases it two-fold!)
- Why the new "lag" in your swing will cause your buddies to shake their heads... until they see you consistently out-drive them by 40, 50 and 60 yards off every tee! (I guarantee they'll make you play with one of their balls, just to make sure you aren't cheating somehow!)
- How to use simple "double checks" (like the "visible knuckle" rule) to instantly make sure you're prepared for any shot... so you'll always get a repeatable result no matter what the conditions are! (Even if you're playing a strange course, in the rain, with your partners coughing and dropping bags to distract you!)
- The truth behind "follow through" — and why 99% of all golfers completely blow it right after they hit the ball!
- How to instantly diagnose mistakes in your swing — so you'll never have back-to-back misfires again! (This is a comprehensive list of the most common mistakes you're likely to make... a complete "fail safe" system of correcting yourself during your game!)
- How to practice at home — using props that won't cost you a dime — to increase your learning curve 10 times faster!
- How to use the secret of "choking down" to master any club in your bag... no matter how horrible you were with it before!
PLUS: With a special segment of "Advanced Instruction", you'll get to see how a real experienced golfer is able to immediately alter his life-long habits and adopt this new swing for incredible new power, distance and accuracy... and how a rank beginner can see his game skills skyrocket almost overnight!
And there's more: You also get a sturdy instruction manual that gives you even more detailed information about your new swing... so you'll always have an easy reference right at your fingertips! You can take this manual to the links with you... it has all the most common answers you'll ever have to take your game into the stratosphere.
Can a simple swing like this really make that kind of difference in your game? You bet it can! Just listen to what these experienced golfers say:
"Since watching this video, I'm consistently hitting the ball 50 yards longer off the tee... and my overall consistency has increased 90%! Even when I miss a shot, I'm still in play. My lifelong slice is gone forever." Edward Rey, Arcadia
"I met Milt 10 years ago, I watched his teaching methods, and was very curious. I've never met anyone who could match Milt for teaching people to hit for power and accuracy." Joe Melideo, Head Pro at Castenaso Golf Club, Bologna, Italy
"I started in the mid-90's, dropped to low 70's within weeks! Hit an 8-iron in Palm Springs 200 yards... my drives now average 290 yards! This swing is awesome!" Dean Messier, computer analyst
"Milt's simple strategy of 'turn and burn' made it incredibly easier for me to hit longer and straighter. Took 10 strokes off my handicap, from the mid-20's to the mid-teens." Frankie Crocker, musical DJ, TV host, announcer
"After just one viewing, I stopped the damaging sway in my swing — now I average 290-yard drives, almost 70 yards farther than my previous best, and my accuracy is astonishing. Thanks!" John Thompson, Norwalk, CA
"In just 15 minutes Milt turned my swing around — no more slice, hitting 6-iron 185, 5-iron over 190, which I've never been able to do before! And it's so simple, I can go out and do it every time." Mel Clark, banking vice president, Los Angeles
"I can't believe how far I'm hitting my shots now! Even the tough courses are now easy to play. This new swing is the simplest I've tried, very comfortable and tension-free. Amazing." C. M. Nasser, production engineer, Manhattan Beach
"I started with a 15 handicap — now, after just 4 months using the Triple Coil Swing, I'm a FOUR handicap! Plus, my swing is 100% repeatable, time after time. I've turned into a deadly golfer almost overnight." Sean Sansone, San Gabriel
"Wow! My accuracy has tripled, and I'm hitting almost nine of ten fairways. I saw immediate results on the driving range after just one viewing of this tape... in fact, I'm hesitant to share this discovery with my friends. It's my secret weapon on the links." L. Patricia Long, Los Angeles
"It took me a while to believe that the incredible changes I saw in other golfers could be so simply related to this swing. When I finally broke down and tried it, the results came fast and heavy — I could actually feel my swing change, improving my game tremendously." T. A. Voelker, Realtor
"Absolutely amazing. My shots are now unbelievably accurate, and my swing is completely repeatable. This is clearly the best instructional golf product ever." F. P. Cuomo, Jr., Albany, OR
"This will make the hairs stand up on the back of your neck... I never thought it was possible to hit a 5-iron 227 yards! Hit my driver 329 yards. You'd be foolish not to give this swing a chance." Chris Alvarado, Tucson, AZ
"Simple, quick to learn, easy to do time after time. This is the fastest way to get maximum power in your golf swing." Ted Harris, financial advisor
"I now swing every club in my bag with equal control and power. Hit my 9-iron 153 yards, improved my greens-hit-in-regulation by 100%, and dropped my scores from mid-90's to low 80's in just a few short weeks!" R. S. Nanko, D.C., M.D., Muncie, IN
"I've spent thousands of dollars with 6 different pro's, practiced 4 days a week, and still couldn't break 90. Then I learned this new swing, and almost instantly dropped 8 strokes off my game! From 150 yards out, I can almost always put the ball within 10 feet of the pin. With my new distance and super-accuracy, I'm a different golfer." Mike Sayegh, Laguna Hills, CA
Are these golfers any different than you? No, they are not. They represent professionals, amateurs, beginners and lifelong golfers with the same passion and skill you bring to the game.
The only thing they did was to put their doubts aside... and give this new swing a try. For some of them, it cost several thousand dollars in personal lessons — and was worth every penny.
If you, too, can simply put your doubts aside for a short time, you can see for yourself just what it's like to hit drives 50 yards farther than you ever dreamed possible... treat 150-yards like a chip shot... and slice strokes off your game so fast your friends will be afraid to play with you anymore!
Even Better, You'll Get The Same Instruction For A Fraction Of What Everyone Else Had To Pay!
Listen: A lot of guys all over the world are gonna be furious with me for sharing this "secret weapon" swing with you... especially since you won't be paying even part of what they had to shell out for one lesson!
But that's just too bad. It's been a secret for too long. Oh, it'll take a while for this swing to become so common you'll see everyone using it —
after all, most golfers have invested too much time and money in their current game to justify spending even a dime on something new... even if it's a simple swing that will change their lives! That's just human nature.
Besides — if you've stayed with me this far, you aren't like other golfers anyway. So let me tell you what the deal is: Call my "golfing" office right now (remember, this deal may not last past today!) at 1-800-282-8316 (ask for Department 2-G), and tell whoever answers you want the Risk-Free deal on the Triple Coil Swing videos. The price is just $69, plus $5 shipping and handling (total: $74), and you can use your credit card when you call. Or, if you prefer, you can fill out the simple Priority Order Form I've enclosed and mail it with your check or money order.
This price wouldn't even buy you 15 minutes with Milt at his regular fees — the thousands of dollars that people have been giving him for over 10 years for personal lessons. Yet, for the price of one green fee at a fancy country club, you can own Milt's swing for yourself... with these videos (plus the manual) that reveal to you everything you'd learn in private lessons!
That, my friend, is the bargain of a lifetime for a serious golfer like yourself. What's more, the money is actually irrelevant, because...
You Also Get A 3-Month No-Risk 100% Money-Back Guarantee!
Here's how it works: Order your personal copies of the videos, and use them as if you owned them. If, for any reason or for no reason at all, you aren't completely satisfied after 3 entire months (by which time I had lowered my handicap 11 strokes!) — just send back the videos and the manual, in any condition, and I'll personally guarantee you get a complete refund of your purchase price by return mail. No questions asked. No hassles or forms to fill out. No problems at all.
How can I afford to be so generous? Easy — so far, every single person I know of who has experienced the thrill of this new swing has been using it ever since... with results that — as you saw in the above testimonials — almost defy belief.
So I'm pretty darned confident it can work magic for you, too. Think about it: Standing there with a smile on your face, watching your ball sail deep and true onto the fairway, half a football field farther than your buddies' best drives... that would be something, wouldn't it?
You bet it would. And you have absolutely nothing to lose with this super-generous money-back guarantee! I'm a doctor, and I stake my reputation on my promises. Perhaps more important, I'm a golfer, just like you — and I honestly want to share this amazing new swing with you, and I don't want you to have to worry about getting "taken" or anything. I've been "gyped" with phony experts trying to get me to buy into their phony junk before. It's hard to find someone you can trust. That's why I'm being so generous.
So call right now. You have nothing to lose... and man-oh-man, are you ever gonna be happy with your game in a very short time!
Sincerely,
[signature: Dr. Michael O'Leary]
Dr. Michael O'Leary
P.S. Please call right now, while you're still reading. There's no risk, no reason at all not to try this amazing package for yourself... and yet this hot deal may never be offered again! So don't let this chance to change your game forever slip you by! The number of my office is 1-800-282-8316 (a toll-free call that won't cost you a cent). Thanks.
Priority Order Form
For fastest service use your credit card and call Toll-FREE
1-800-282-8316 (Department 2-G)
☐ YES! I'm more than ready to start hitting the longest drives of my life, placing shots with pinpoint accuracy, and knocking major strokes off my game almost overnight... just by trying this new, easy to learn and 100% repeatable swing! I understand I have nothing whatsoever to lose here, because I'm completely protected by your no-nonsense, all-my-money-back 3-month guarantee. It's an offer too generous and risk-free to pass up. So please rush me the whole package by return mail; here's how I want to pay:
☐ I prefer to pay with my credit card; Please charge my: ☐ Visa ☐ MasterCard
☐ Enclosed is my Check or Money Order (Make payable to OHP)
Card# ____________ Name: ____________
Expires ____________ Address: ____________
Signature ____________ City ____________ ST ____ Zip ____
OHP • 2945 S. Mooney Blvd. Department 2-G • Visalia, CA 93277
CA & VA residents add appropriate sales tax. Rush shipping available for additional charges of $10 for "2-day" shipping and $15 for "Overnight" shipping, Foreign orders may require additional shipping. Call for more information.
This was my first golf ad, and it was a huge success. I tell the story in the chapter on hooks in "Kick-Ass Copywriting Secrets" -- about the expert who casually mentions he developed his amazing new swing after watching a one-legged golfer bounce up to the tee and launch one of the longest, straightest and most impressive drives he'd ever seen.
It took me nearly an hour to pull this little factoid out of the expert -- to him, the story was old news, and who cared about one-legged golfers, anyway? I knew I had the greatest hook in golf the second I heard the tale.
The key, again, is to have a legitimate payoff in the ad when you use sensational headlines. The payoff here comes on page 2, when Milt describes feeling sorry for the guy... until he realizes the truth: The one-legged man actually had an advantage over normal golfers. It's all about balance.
This is also the letter where I began exploiting the semi-wacky personality of "Dr. O'Leary", the head of the company. This letter is a near-perfect example of what I call "just you and me talking" copy -- the concept of writing as if you were addressing an old friend, who doesn't mind the occasional profanity ("I'm the kind of guy who'll bitch to anyone who'll listen"), doesn't score grammar mistakes ("gotta"), and appreciates the informality.
The letter is written the way people talk.
I could never get large corporations to adopt this concept. Have some living, breathing person step forward and be the "go to" guy, who writes letters and ads like a real human being, instead of the stilted prose that comes out of most businesses. Every once in a while, you'll see a big company attempt informality -- the Dave Thomas character for Wendy's, the head of Gateway computers appearing as himself -- but it always gets botched up in the translation. What people really appreciate is to be dealt with like adults.
And that's what "Dr. O'Leary" does, in every ad and letter. He tells it like it is, talks just like a real golfer, shares the disbelief of his reader, reveals his own faults and frustrations, and is genuinely concerned over his customer's happiness. The guarantees are not after-thoughts to these pieces -- they are integral to the deal. No risk. No questions asked. No hassles. You're the boss. We accept your word, without hesitation. If you're not happy, we're not happy.
Getting someone excited about something is not the hard part of writing good copy. If you share real passion in your writing, it leaps from the page to infect the reader with enthusiasm.
Nope. The hard part is getting the order. So all through the copy, I create trust. I admit flaws, and never skip over details. If something seems "too good to be true", I say so. I cover every possible objection. Come up with benefits the reader would never have thought about himself. And I keep the pressure on, by reminding him there's no risk, but he must act fast.
The guarantee can be the deciding point. I never blow through the guarantee copy, even if I often use similar language. It's CRITICAL copy. You're removing all risk from the reader, and shouldering all responsibility yourself. If the only thing between a sale and second-thoughts is his suspicion that he may "get suckered," then I do my best to remove that fear. Your decision to order is fool-proof. If not satisfied -- for any reason, or for no reason at all -- just send the stuff back (in any condition), for a full and fast refund.
Smart marketers (like The Boys) never quibble over the guarantee. They make it as strong and hyper-generous as possible... knowing that, for every mooch who likes to order stuff for the freebies and then return everything for refunds, there are a dozen or more solid customers who will become lifetime buyers -- who wouldn't have ordered in the first place if they hadn't felt "over the top" safe about taking out their wallet.
Good example of an order form, too, on page 8. Also, check out the testimonials: real people, with full names, giving pithy, specific quotes. None of the usual "yeah, this is really nice stuff, I like it" namby-pamby verbiage, either. These are hard-hitting, enthusiastic, ecstatic fans. (Well, except for the second one, from the golf pro in Italy. He refused to commit to anything too specific. You run into that a lot with reputations, both real and imagined. The best quotes are always from real people who just want to share their discovery with others.)
Last point: The "almost overnight" phrase in the headline must be handled like nitroglycerine. Never use it without being able to back it up. It is almost unbelievable here... but just on the edge. There's enough possibility in the reader's mind that it could be true to allow him to read the letter to find out. This is when it works the best -- as a tease, as a challenge, as a sensational statement that demands looking into.