10:19am
Hastings Minn
Golf!
I’m out to hit the links in about an hour.
First time this season, which is a shame—the weather’s been perfect and I’ve missed a lot of great opportunities.
No worries. I’m not a good golfer anyway.
Hey are you familiar with John Carlton’s headline:
“The Secret of the One Legged Golfer”
This ad took John over an hour of interviewing his vendor before he heard this “throw-away” story.
The one-legged golfer could drive the ball further and more straight than most others.
His secret?
Balance at the tee box.
And Carlton knew when he heard this—it was not a throw-away story but the making of a great ad.
It’s these small stories that create attention-grabbing headlines and copy.
Don’t overlook the stories in your product or service. Put them front and center.