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This leading card now offers 0% interest on balance transfers and purchases until nearly 2027. That’s almost two years to pay off your balance, sans interest. So the only question is, what are you waiting for?
Hey {{first_name|bro}},
If you didn’t know, after the 2003 invasion of Iraq, the US wanted to track down the former president—Saddam Hussein—because he had…
Weapons of mass destruction.
They spent 7 months looking for this guy, invaded a bunch of innocent people’s homes, and a bunch of not-innocent homes.
Until one day they got a lead from a friend of Saddam’s bodyguard who let intelligence know that this bodyguard had an obsession with a certain type of fish (masgouf).
So special forces raided a fishing pond and captured two local fishermen.
One of these fishermen had been hired to catch fish for Saddam. This led interrogators to the bodyguard, who gave up Saddam's hiding location.
When they got there, they spent hours searching for Saddam but didn’t find anything.
And considering the bounty for Saddam was $25 million, they just assumed this bodyguard didn’t know anything and were ready to give up.
But just before they started to leave, the bodyguard started kicking on a rope on the floor.
And then it hit them.
That rope was connected to a little hiding hole that looked like this…
Next thing you know…
Now, I know what you’re probably thinking…
“John, how in the world could this possibly have to do with ANYTHING remotely close to copywriting?”
And the truth is…
This story is a great example of why most emails suck.
Like today I was reading an email, and it was about back pain for some back harness.
Ok… Pretty easy, right? Just say how you feel stiff, it’s hard to get up or walk around, just stuff like that… right?
NO.
For some reason they thought it was a good idea to make up an imaginary product.
Talk about how the desk was the problem (which it isn’t, obviously).
And then say, “Buy my product or say goodbyeto your back” (basically). There’s no hate to this guy at all, I can see he’s trying but…
YOU NEED TO DO RESEARCH.
Not just any research, elite-level research like in the story above.
Because a lot of the time, one tiny detail, like what type of fish someone likes, or a literal rope in the middle of Iraq… can lead to one of the most important milestones in American history.
—John
S: 125
T: do GOOD research