(Pic inside) The Most famous Golf Ad in Direct Response marketing History
Back when I started copywriting… one of the ads I hand-copied was John Carlton's One-Legged Golfer ad.
(Copywriters know why I did it. But if you're not one... Well, I did it to soak up John's copywriting genius. Or at least that was the idea.)
The ad sold golf training videos created by a golf instructor named Milt.
And it was a wild success, generating millions in sales for years.
One of the reasons why this ad did so well was the hook - the one-legged golfer story.
The hook is so irresistible it compels people to read the ad.
Sure, hooks are supposed to compel attention.
But this one? It was on steroids. Like it "compel compel".
Thing is…
The hook didn't come easy.
After a ton of research and half an hour of convo with Milt trying to find a hook…
John arrived at nothing.
Nothing that "compel compel".
Then Milt made a throwaway comment about how the inspiration for his new swing came from a one-legged golfer.
Intrigued, John asked to hear the backstory.
And from that story came the hook of the most famous golf ad in direct response marketing.
But get this…
Milt never thought much of the story.
In fact, he felt it was no biggie.
No biggie?!
This dude had one of the best hooks ever but overlooked it.
(Talk about not knowing a hook even if it sits on your face.)
Anyway…
John knew better.
Which was why he said:
"When you're too close to a subject or business, you take for granted many things that would cause outsiders to gasp."
Word, John. Word.
See, it's true what they say:
You can't read the label if you're inside the bottle.
Chances are, just like Milt, there are revenue leaks or "found money" in your business, but…
You're too close to see it.
This is why having a second opinion is important.
A John to your Milt.
Someone with a different perspective.
Even better if it's someone who knows their shit and can guide you in the best way.
And for email, that'd be an email list manager. Get one, okay?
