shows up totally unannounced (and uninvited) in a prospect's mailbox,
makes a compelling and entertaining case for its product, and
gets the prospect to part with his hard-earned cash.
I figured any marketer who could do that must be a genius, so I set out to learn the direct mail business. "DM seemed like the perfect marketing medium. It was cheap, highly targetable, easy to measure, and easy to cost-control. A real workhorse. But to do it right, learning DM also meant learning to write copy, which is simply salesmanship in print.
"Nothing will make you a better marketer than learning to write great copy." -David Ogilvy
So from eBay, I began to buy tapes by Jay Abraham. Which led me to Dan Kennedy. Which led me to Ted Nicholas. Which led me to Carl Galletti. Which led me to John Carlton