This control ad by famed copywriter & self-defense expert, Matt Furey, uses a combination of two well-known copywriting tactics. One is simply testing a numbered-list...View More
headline which is known to be popular & draw people in. Second & most important, is that the ad is written from a customer's point of view, similar to Joe Sugarman's classic BluBlocker ad: http://swiped.co/url/YaKGx or more recently, Jason Fladlien's sales letter: http://swiped.co/url/ihoTv The power of this strategy comes from the principle that others will listen to & believe more of what a customer says then what the seller says. Essentially, the ad is a big, disguised testimonial that incorporates the power of storytelling. It's also important to note how the story starts - "I was the total skeptic" - when a skeptic reading the ad hears the story of a skeptical customer that bought, they begin to think that maybe they are just like that customer & would end up liking the product.
