Mel Martin — the Deadliest Bullet Copywriter (Space Ad #14: “Practical Golf”)

Mel Martin Space AdNever heard of Mel Martin?

Join the club.

Countless direct response marketers and copywriters — some with a very high level of attainment — greet his name with a blank stare.

After Gene Schwartz helped Marty Edelston lay the foundation for Boardroom, it was Mel Martin’s copywriting fascinations that turned it into a $100 million a year operation.

He was so critical to Boardroom’s success, his name was kept a secret for fear he’d be snatched up by another company.

But ten years before Mel Martin wrote a line of copy for Boardroom, he pioneered a new and far more lethal brand of bullet called a “fascination.”

Even today, many copywriting bullets are rubber on impact. The prospect glances over them and returns to business unfazed.

Try this with the next list of bullets you encounter.  Notice how tedious it can be reading bullets that always start with “how to” or “why.”

Prior to Mel Martin, most bullets were just typographical symbols wedged next to a benefit.

Mel changed the game and his ads successfully sold everything from cook books to almanacs to guides on continuing education.

  • Want to learn the secret to writing bullets that automatically draw friends, power, love, money far beyond your fondest dreams into your life OVERNIGHT? See page 294.

Just click this link for one of Mel’s ads: For golfers who are almost (but not quite) satisfied with their game — and can’t figure out what they’re doing wrong.

Related Video: Targeting Your Ideal Prospects… Lessons from Mel Martin

Targeting Your Ideal Prospects… Lessons from Mel Martin



Mel Martin has been called the “greatest copywriter you’ve never heard of.”

That’s because once his direct mail ad copy began mailing in the millions, his employer, Boardroom Inc., kept him under look and key for fear he’d be siphoned away by a competitor.

This video highlights his space ads which sold millions of books for a division of the New York Times called Quadrangle.

(Pssst. If you’re a client I’ve written a landing page for, now you know the origin of the winning headlines you’ve been using to knock it out of the park.)

Here are the 4 ads shown in the video in one downloadable PDF.

The Chef’s Secret Cook Book (Mel Martin Ad #16)

Chef's Secret Cook BookFor people who are almost (but not quite) satisfied with their own cooking — and can’t figure out what’s missing.

• If your crepes are delicious but too heavy, see page 263.
• The gourmet uses of kosher salt? See page 3 and page 22.
• If your cooked shrimp gets dry or rubbery when you
keep it overnight. see page 136.
• If your fried eggplant tastes oilier than it should, see
page 176.
• If you sauté chicken livers perfectly but they come out
tough, see page 152.
•How to make bottled horseradish taste like the fresh
kind. See page 211.
•How to keep sour cream from burning when you cook
with it. See page 23.
• What to add to domestic paprika if you can’t find the
imported kind. See page 69.
• A substitute for champagne sauce that isn’t perfect, but
works. See page 97.
[Read more…]