“Pithify Your Pitch”
Carlton explains his "numbering system" for compressing a complex science story into a few pithy pages, illustrated by a Leo Costa Jr. house-list letter that sells $122-a-bottle Fortis Plus by walking bodybuilders through an eleven-point testosterone-pheromone story.
How To Jack Up Your Testosterone Level up to, 2-½ times At Exactly The Right Time In Your Workout... Every Time You Work Out!
From The Desk Of Leo Costa, Jr. President, OTS
John,<br>I Desperately Need Your Help!
To: John Carlton
Tuesday, 7:30 a.m.
Dear John,
If you will grant me one simple favor... I will let you in on the biggest breakthrough in bodybuilding in your lifetime.
Here's what it's all about: We have discovered (through a respected scientific connection of mine) a pheromone that causes an immediate and very intense testosterone dump in men that lasts approximately 30 minutes. Just imagine what having a 250% testosterone spike – which you can pinpoint to exactly the right time in your workout – will do for you. You will easily see 3 years worth of results happen within the next two or three months.
No one else in bodybuilding (or any sport) knows about this exciting new discovery yet. This is cutting edge science... with a very weird twist.
Let me explain this to you in the easiest way I know how. This story will blow your mind (as it did mine):
1. A group of researchers in a specialized branch of biology recently identified a pheromone released by women during pre-ovulation that instantly shakes up a man's hormone system. This "sex scent" is nature's way of force-feeding the urge to procreate straight into your brain. It does this by triggering an immediate response that causes a sudden spike of 2-½ times your normal testosterone levels.
2. However, the ONLY use these researchers could think of for this new discovery... was to create a perfume that women can use to get men very excited over them. That's right – by simply exposing you to this pheromone (in a condensed form), a woman can make you suddenly very interested in her. Obviously, there weren't any bodybuilders among these researchers.
3. You see, in modern times, we no longer pick up this pheromone naturally. Too much competition from perfume, deodorant, smoke, hair spray, etcetera. When we all lived in caves, this pheromone made sure men wanted to do the wild thing with women no matter how unattractive they were. It kept the human race going.
4. Thus, the researchers came up with a way to condense this pheromone, so it would work like it used to. In fact, several overpriced products are being sold through women's magazines that contain various amounts of this stuff. I can't tell you how it works for women who need it.
5. I can, however, tell you that it absolutely jacks up your testosterone levels by 2-½ times. Instantly. And this spike lasts for about 30 minutes.
6. You can see why – as a bodybuilder – I was immediately interested. I mean... that's what friggin' steroids are designed to do. The trouble, as you know, with steroids is that you can't pinpoint the time your testosterone spike occurs. And you can't shut the spike off – so you burn out your hormone center, and greatly dilute your body's testosterone production. And <!-- page 97 --> suffer a secondary rebound of estrogen that – if you aren't careful – can erase most of your gains. That's why steroids suck.
7. Are you getting the picture here? As soon as I heard about this condensed form of that testosterone-pumping pheromone, I knew just what to do with it. Forget about letting the women have it. This discovery is HUGE NEWS for any serious bodybuilder!
8. This stuff bypasses your cerebral cortex... and goes straight into your hormone storehouse, where it triggers an instant dump of the best testosterone you'll ever get. You simply take your dose immediately before working out. You will FEEL the testosterone dump course through your system. (God, does it feel good, too.) For the next 30 minutes, you will enjoy ALL the benefits of having that sudden 2-½ times boost in natural testosterone.
9. Results? Are you kidding? You'll lift more, you'll recover faster, and your muscles will GORGE on testosterone. You will SEE and FEEL breathtaking new increases in size and strength almost overnight.
10. And... when your 30 minute response to this pheromone is up, your system will relax, recuperate and restore itself... naturally. You've just pinpointed and targeted the most productive 30 minute workout of your life.
11. And... you can do the same thing tomorrow. And the next day. And the next. Forever.
Are you still with me? Good. If you're like me, and hate steroids, this is the best thing to come along since the Bulgarians discovered the key to maximum results.
Even if you've done steroid cycles, this is awesome news. This pheromone should be great for helping you come OFF a steroid cycle... because it's an ideal way to prime your natural testosterone pump to get back on a natural rhythm again. So you avoid that dreaded estrogen rebound that can eat up your gains.
Now... here's why I need your help: You see, we are the ONLY bodybuilders to have realized the importance of this discovery. And, with the help of some very savvy scientists and chemists, we have created a "delivery system" to get this pheromone into your system at exactly the right time you want it.
But... it's so new, we can't sell it yet to the general bodybuilding market. We need testimonials from guys like you, who are eager to be among the first to see just how massive you really can get using this amazing discovery.
No one else is going to know about this discovery for a very long time. (We have no plans to market it until next year at the earliest.) Right now, you are in very exclusive company.
Here's what I want to offer you: This pheromone is somewhat expensive to condense. When we go to the general market, everyone else will have to pay at least $179 for a month's supply of it (and maybe a lot more than that, depending on demand).
But... if you will help me out, by providing a simple testimonial (which I will help you with)... I will make sure you are (a) given immediate access to this stuff at a steep bargain price, (b) guaranteed that low price forever, no matter what (for as long as we carry the product), and (c) guaranteed you remain at the top of the list of bodybuilders to receive new shipments(in fact will give you a registration tracking number that no one will be able to take away from you).
You see, right now the labs we're using can only generate about 400 units of this pheromone "delivery system" a month. (There's only one source that can synthesize this pheromone, and they're in Europe, and the big-name designer perfume manufacturers have locked up much of the supply. That's right – we're competing with high fashion models and dress designers for it.)
So here's the deal: If you will agree to be a part of this little market test, you can be first in line – and stay first in line – to get a full supply of this product... for the rest of your life... at just $122 a bottle. That comes out to about $4 a day... but it's ALL you need as far as crucial supplements.
Plus... I'm going to GUARANTEE your happiness, so you don't risk a penny.
Just imagine all that testosterone surging into your system during EVERY workout. Without <!-- page 98 --> ANY of the side effects of steroids. A 30-minute burst that delivers a 250% spike, and then lets you recover naturally... it's exactly what bodybuilders everywhere have been dreaming about.
All I want from you... is a sentence or two about your results. I don't really care what you say, or how you say it. You can simply check a box that says you tried the pheromone, and you got results, if you like.
There's just one catch: Because we're limited to 400 units, and because I want to be fair to everyone like you on my Hot List who I've contacted about this market test... I must limit you to no more than 3 bottles per order. You can re-up anytime... but no more than 3 bottles at a time. I think that's only fair.
Here's what to do now: Just call my office at 1-800-582-2083, and tell whoever answers you want a supply of "Fortis Plus". (That's the name of the product.) You can use your credit card.
Or, you can fill out the Priority Order Card enclosed with my letter here, and mail it with your check or money order (payable to OTS).
Again... you can only order up to 3 bottles during this market test. But I am offering you a special guarantee, so you don't risk a penny.
Here's your guarantee:
Order as many bottles as you like (up to 3). Use the first bottle, completely. If, after using that first bottle, you aren't convinced that Fortis Plus is everything I've said it is... simply return the empty bottle, along with the full and unopened other bottles... and I will refund every penny of your purchase price to you. No questions asked.
That's as generous a guarantee as you'll ever see from anyone. I trust you completely. You can, of course, order a single bottle. If you aren't happy, for any reason, just return it, empty, for a fast refund. If you order more than one bottle, just be sure the others aren't opened when you return them. (I'm not going to put up with anyone emptying out all their bottles and then asking for a refund. I trust you... but I'm not stupid.)
This is a tremendous opportunity. As I said, no one else in bodybuilding even knows about the research that uncovered this exciting pheromone. We only found out about it by accident.
But it's real, and it's here for you to try, if you're ready.
So call right now. You may not get a second chance at being first in line, forever, at the lowest price this product will ever sell for.
Sincerely,
[signature: Leo Costa Jr.] Leo Costa, Jr.
P.S. Don't forget – we can only get our hands on 400 units a month. So get your order in as soon as you can. Do it today, while you're thinking about it. Remember – an immediate 2-½ times increase in your testosterone levels, controlled by you so you can target it exactly during the crucial 30 minutes of your workout. It's an amazing opportunity. Call right now, 1-800-582-2083.
P.P.S. By the way I am also going to send you a brief report with a detailed analysis of the scientific research and theory behind this amazing discovery. This is fascinating stuff. You will understand how this pheromone works, why the testosterone spike happens and how to use if for maximum results. This is harnessing science strictly for bodybuilding purposes. Remember you are going to be among only a handful of bodybuilder who know about this... so don't wait.
Here is a good example of a simple way to organize a sales message that has multiple parts to it.
If I'd tried to tell a story incorporating all these points, the letter would have ended up 16 pages long. I write long copy, but not if the same thing can be said in a shorter and more pithy way. I call this technique "pithifying the pitch". (My dictionary defines pithy as "terse and to the point".) Get everything down to a few memorable segments.
So, I used the "numbering system". In my notes, I organized the points in a logical order, from introducing the science to revealing the results users can expect. The way these points appear in the letter are almost exactly as I wrote them down while taking notes during the "sales detective" phone call with the client.
It's like sitting the reader down and telling him a complex story... in a very short and understandable way (that nevertheless gets his blood moving). From one, to two, to three, and so on... until you get to the offer.
This works when you do not have to overcome a lot of objections. Say, when you're writing to your house list, who already trust you and don't have to be persuaded of your ability to back up what you say. The price point on this product is high -- over a hundred dollars. Nevertheless, because the story stacked up so nicely, I was able to create a successful sales pitch in just a few pithy pages.