Popular Mechanics Direct Mail
PUT DOWN YOUR TAPE MEASURE FOR A SECOND AND LISTEN UP
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Dear Friend,
Hi. The way I see it, there are two kinds of guys out there.
You've seen the first type.
They're the guys who couldn't fix a shoelace if it broke. Nice guys, some of them. But put a socket wrench in their hands and they'd use it to butter toast.
The second type of guys are just the opposite. They're guys like you and me.
Self-reliant guys not afraid to splice a few wires together and save a $50 electrician's bill...
Generous guys who like nothing better than helping a buddy tinker on his pickup some Sunday afternoon...
Inquisitive guys always keen to know...
...how the Secret Service rigs the President's limo to stop would-be assassins...
...how you can build your own personal helicopter...
...how raw boards of cherry can be transformed into a hand- some cabinet for your videos and CD's in just a few spare hours.
If you're the kind of "do-it-yourself" guy I think you are, then put down your tape measure for a second and listen up.
Because you'll want to hear how you can get your hands on the most ...
(over please)
Client: POPULAR MECHANICS
Assignment: Grow circulation. Beat the control.
Direct Mail Copywriter: Josh C Manheimer
PROBLEM: How to beat a long-standing control with a smart, cost-effective package.
SOLUTION: Use “there are two kind of guys in the world” lead and you’re not the other guy. You’re the guy who is willing to get your hands dirty …
POSITIONING: If you’re the kind of “do-it-yourself” guy I think you are …
RESULT: New 5-year control.