After I got one of my first major controls—for KCI's Personal Finance—and beat the legendary Jim Rutz (the first time), Brian Kurtz from Boardroom couldn't call me fast enough.
He wanted to know if I'd be interested in writing for Boardroom (which was every up-and-coming copywriter's dream) and take a shot at this "unbeatable" control.
Many top copywriters had been hired to beat it. Many had failed before me.
And I'll admit, Parris' control really was killer. There's a reason it stood undefeated for more than 7 years.
But there was a tiny weakness in his control.one I knew quite well, as I had already won a few controls (and earned handsome royalties) with this strategy.
So I applied this strategy to my new test promo.and it ended up K.O.-ing Parris' 7-year "unbeatable" control. And it went on to mail for another 2 years until the product was folded.
Wouldn't you love to know what this "stealth" strategy was? Then keep reading.
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