It's the pinnacle of annoyance - the sales pitch that won't go away. If you're a radio listener, like I am, some of the ads you hear are the same, day after day, week after week, month after month. And there are newspaper ads, magazine ads, direct mail letters, that never change. Why? The answer is simple: because they work. Here's what's good about these long-running ads and commercials. They leave clues. By that I mean, there are certain phrases, structures and techniques in the copy that created these messages... and these things get results. When you keep paying attention how these ads... commercials... sales letters... whatever it is, when you pay attention to how they're put together, you'll get information you can only get otherwise by spending large amounts of your own money and time testing copy in the marketplace: You'll start to get an intuitive sense of what's going to work and what's not. Now... and this is important... it doesn't matter if you don't like the ads, commercials and letters. Unlike so much of mainstream advertising, the winners weren't put there to keep you amused. They were put there to win. Which means, to get results. Not to be heroes of popular culture. Study what works. If you're willing to give up the accolades and the applause and go for real advertising success, you need to become fluent in the almost secret language of copywriting results. Sincerely, David