Dear subscriber,
It’s said that “time is money”
And nowhere is that more true than at a luxury watch store.
I’ve never been a much of watch guy, but I did hear a very wealthy man say the new Rolex Daytona is very good. Apparently, it’s very accurate. He said every time you look at it, it tells you exactly how rich you are.
Well anyhow, the fact is this:
when it comes to luxury watches, Rolex is at the tippy top of the luxury watch mountain. They’ve been the top dog in the market longer than most of us have been able to tell time.
But are Rolex watches actually any better than Patek Philippe, Audemars Piguet, and Omega?
I dunno.
Like I said, I’m not a watch guy. But I am a marketing guy, and I’ll tell you this:
I believe Rolex has done a better job at getting people to think that Rolex is the best watch.
Simply put, they are better marketers.
Their marketing has always been exquisite.
Well, I recently stumbled upon a brilliant piece of marketing by Rolex.
I’m sure the copywriter who came up with it would have gotten a few high-fives and a celebratory pat on the arse at the office that day.
It’s top-notch.
Check it out:
“Our watches don’t change the world, we leave that to the people who wear them.”
***
What makes that bit of copy so good, dear subscriber? And trust me, it is good copy. It’s very good.
So, watcha think? What makes that copy so good?
Yeah, yeah, it’s clever, it’s pithy, but that’s not the real power and persuasion behind those words.
Listen:
I can discern (of course) three elements, and let me tell you, one of those three is doing all the heavy lifting. And mark my words, these three elements should be ingrained in YOUR sales copy as well.
They should be present in every single piece of copy you write.
Hm. Does any of this stuff even interest you, Freckles?
Just asking.
I would hate to bore you.
Look, if it does interest you, then you might want a more detailed lesson (including what those three elements are) plus the backstory to that piece of copy. That story in and of itself is invaluable.
You can read all about it on page 11 of the June issue.
But of course, that’s just an appetizer.
There are many other sales, persuasion, and insights into human behavior in the June issue.
Stuff like this:
*Persuasion secrets from a forgotten business tycoon from the early 20th century. (This man was so rich, influential, and successful, that even European nations struggling after World War 1 came to him with hat in hand seeking loans.)
*Shrewd business lessons from the bustling New York streets of the Roaring Twenties to the corridors of power in war-torn Europe. Starts on page 6
*Righteous sales secrets from a crooked finance genius who made his fortune by bamboozling the sharpest lawyers, business regulators, and forensic auditors in his day. – pages 6-11
*The mystery man who gets a nod from the Spotify founder for inspiration and strategic thinking. And why you should study this man also. – page 2
*The case for specializing instead of being a jack of all trades. – page 6
*A crash course on being more charismatic even if you currently have the personality of a wet mop. Follow the simple advice on page 7 and watch how people start treating you.
*The “Hollywood Actor” sales method for delivering powerful and persuasive sales pitches. This is something Winston Churchill did before giving big speeches and one of Sweeden’s most successful entrepreneurs of the 20th century used it to great effect also. (Copywriting genius Gary Halbert also used this little-known technique while driving around the Florida Keys. – page 7)
*The no-nonsense guide to coming up with clever business strategies that others don’t see.
*A Sherlock Holmes novel that contains the secret behind almost every brilliant business strategy ever conceived. (Once you crack this code, you’ll start noticing stuff that’s been right under your nose the whole time. It’s like going from Watson to Holmes overnight, giving you the edge to come up with some seriously clever and innovative business moves. – page 17)
To grab this issue, you’ll need to carefully read this: https://kelvindorsey.com/mavericks-inner-circle/
Your friend,
Kelvin
Email marketing Maverick
