This part wasn't too bad. It's a great
transformation mechanism.

You can obviously see an A-B-C chain of
logic that leads from where the reader is
to where it ends...

I have a tiny nagging issue with the last few
parts. He could have injected in more
credibility elements and carried the
momentum further...

The ad is also valuable - it teaches.

I like the price reveal - there's great
psychology at work there!

Do you know what the conversion rates are
for this letter?

I can confirm that this ad does well. I heard that listening to Yanik Silver who is a friend of Dean Jackson who is behind that ad and business.

This is the art of persuasion. Also, this art of persuasion, the rules involved over there are and can be applied in marketing too. The ad is successful because the rules are present over there. First, you need to show the reader that you know about his problem, that you understand his problem and his needs, next, you need to show the reader that it's not his fault for his disappointments and failure. After that, show the reader that you know the solution and that you can help him. The ad is really successful, in my opinion. Well written ad.

Setting aside the copy, which is wonderfull, I love the subtle old-school formatting.

Change the font to Courier and it could be a DM piece from anytime in the last forty years.

Indented paragraphs. Ragged right. Just black and reflex blue. Underlining instead of highlighting. None of the typical IM visual hype.

And everything sandwiched between a B&W photo of the elderly author in his out-of-style windsor knotted tie at the top and the BBB logo at the bottom.

That small blue BBB logo is the perfect PPS for this offer.

And because everything is so understated, those gray order buttons really pop. Great lesson in contrast right there.

This is how you build trust visually.

SWIPE

PS - The author is actually Old McDonald. Something familiar about that. He had a farm, you know. How could you not trust old Homer McDonald?