What never to write in an email subject line
Published: Sat, 10/07/17
Mel Martin
(I model my email style off of his stuff in many ways.)
Mel was perhaps one of the top 2 or 3 greatest copywriters of the 20th century. He was so good... that Marty Edelston (founder of the $100 million per year Boardroom, Inc.) had him on secret retainer. In other words, people would ask who his copywriter was, and who was writing all these amazingly profitable ads and he had a deal with Mel that neither of them would reveal who Mel was.
All the top big mailer writers revere the guy.
His ads were pure sizzle (no steak).
And, he was the probably best bullets writer who ever lived.
He was, for example, the guy who wrote the famous:
"What never to eat on an airplane" headline.
Interestingly enough, there’s an old video teaching by the great Eugene Schwartz where he talked about Mel Martin’s headlines a bit. And, he admitted most people could never figure out how they pulled so well because they weren't screaming big claims or benefits.
Gene’s theory?
They had an "implied mechanism."
No big claim.
No big benefit.
No "big" anything whatsoever.
They are just statements that create an itch... a powerful, annoying itch... that MUST be scratched if you custom-fit it to your market.
And, thus, perfect email subject line templates.
What?
Where can you find Mel Martin bullets and headlines?
Where can you go?
Well, the bad news is, they ain't easy to find.
The good news is, one of the books that comes with Titans of Direct Response DVD's is a compilation of Boardroom's "greatest hits" ads -- including several Mel Martin masterpieces. (As well as ads from Gary Bencivenga, Clayton Makepeace, Gene Schwartz, Jim Rutz, and all the other direct response copywriting heroes who paved the way for the rest of us.)
This product is simply massive.
It's like getting a PhD in direct response.
Plus, if you use my affiliate link below, you also get:
1. Crypto Marketing Secrets book
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5. Ten Copyright-Free Emails To Use, Abuse, And Profit From However You Want
6. Lost elBenbo’s Apprentice tapes
7. Free Email Players $100 t-shirt
8. The Exact Bullet Points Template I Use
9. Copy Slacker
10. Email Client Machine
More:
(Sent to you with Titans from Brian Kurtz)
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This is well over $2k in retail value.
All yours to keep, just for trying the Titans product.
(Which comes with a 60-day guarantee.)
But, this all goes away Sunday at midnight.
Get your direct response lovin' here while you can:
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(NOTE: Brian is printing & mailing these on-demand just for my audience. Please allow 1-3 weeks for printing & restocking. Probably won’t take that long, but just in case… same with the physical bonuses I am shipping you.)
Ben Settle