Willie Crawford's Marketing Insights

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June 15, 2005

John Carlton Explains Dave Thomas' Secret Advertising Weapon

John Carlton in one of his special reports explains that it
doesn't matter so much what you look like so much as what your
personality is like. He uses the example of Wendy's founder
Dave Thomas, whom he described as rather homely, but looking
somewhat like a father or uncle. These aren't John's exact
words.

The funny thing is that I didn't pay much attention to WHAT
Dave looked like. His commercials worked. In fact they worked
so well that when Wendy's stopped using them and tried to
substitute others, sales suffered. When they switched back to
the commercials using Dave, sales went back up :-)

Here's Dave's photo...

John's a brilliant copywriter who has mentored many of the
copywriters that I know. John Carlton, Mark Joyner, Michel
Fortin, and Gary Halbert are sponsoring a seminar in Miami,
Florida this weekend (June 17th - 19th). I'm already
registered to attend. I wouldn't miss a chance to miss learning
from this incredible group of copywriters.

You can check out this seminar... sponsored by Gary Halbert,
by clicking here.

All of these great copywriters show you what's working by
providing dozens of real world examples of what's working and
explaining WHY!

Willie

Posted by Willie Crawford at June 15, 2005 08:20 AM

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