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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