One of my all-time favorite advertising lessons...

It’s one of the beauties found inside my “Legacy Theme” ad collection… ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Quick story for you today… It’s from a famous ad – “The Apple That Never Was Picked” – from inside my all-time favorite ad collection… (Written by the N.W. Ayer & Son agency.) Here’s the short story: “Now that the winds of winter have bared the trees and their limbs make silhouettes against the sky, if you walk into the country you may see it – the apple that never was picked. Withered and shrunken, its bloom departed, its hands upon a barren branch – a derelict of nature.” And as the story continues: “In the autumn the tree was heavy with fruit. The schoolboy took his toll, picking the apples that were nearest, or climbing the sturdy trunk to capture the prize that looked the biggest and the best. Then the farmer came with his pickers, his baskets, his ladders, and limb by limb the tree was stripped.” And as the story continues: “Yet deep in the foliage there remained one apple. The sun had reached in and colored it a bright and beautiful red. It was cool and plump and rich with juice – an apple to desire. But none desired it because none saw it. Hanging upon an obscure branch, it was hidden from the view of pilferers and pickers alike – and they passed it by.” And as the story continues: “The apple that never was picked is a cousin of the product that is not known. If you go into a store at inventory time, you will find this product there on the shelves, its brightness dulled by the dust of the months, its freshness faded by long waiting for a buyer. Since its coming the shelves of the merchant have emptied and filled and emptied and filled again, but the product that is not known still lingers and languishes – a derelict of trade.” And as the story continues: “Nature willed that the apple that never was picked should grow upon an obscure limb behind the screen of foliage. It had no voice to call out that it was there. It had no words to proclaim its ripe sweetness.” And as the story continues: “Consider now the product. It could have spoken its name in the very ears of the people as they sat in their homes. It could have made that name instantly familiar to the shopper who scans the windows of merchants. It could have told in stirring words the story of its goodness. It could have created desire and the will to buy.” And as the story ends: “For there is a voice that speaks the merits of worthy products to the minds of the people – a voice that is heard ‘round the world – the voice of advertising." Now THAT is a lesson worth integrating – for each of us, as copywriters. After all, as John E. Kennedy enlightened the world – more than 120 years ago – advertising is… …salesmanship in print. That’s what this lesson is about… How – as copywriters – we can use the power of our own words to best embody “salesmanship in print.” My new strategy? [Million Dollar Google Docs]( strategy, is, in fact… Precisely what my good buddy, Ian Stanley, has used to generate north of $1,000,000 in sales this past year… …everything from a $99 course to a $10,000 mastermind. If you want in on the magic… I urge you to act now, as the cart for Ian’s special training is set to close tomorrow. We all grow apples, you see… Whether in the form of the offers we sell ourselves, or for our clients, and we’ve all experienced the pain of having our gifts never picked… Here’s to picking the ripe goddamn apples that best serve the highest good of our customers, clients, & ourselves… Matt “No Apple Left Behind” Bockenstette ===== P.S. – In case you missed it before… Here’s a quick video I recorded that shows you the inside of Ian’s ENTIRE training (along with my first Google Doc Sales Page): [This reveals all the critical details.]( . – Also – as a critical reminder: These are the bonuses that are also dangerously close to closing (once the cart closes for Ian’s training) – so, if you want ‘em, now is your time, my friend: If you join Ian’s BASIC Training: - You’ll ALSO get a 90-day free trial inside our Copy Legends app ($81 value)… If you join Ian’s ADVANCED Training: - You’ll ALSO get a 180-day free trial inside the Copy Legends app ($162 value)… - You’ll ALSO get a 180-day free trial inside the new Copy Legends Email Copy Coaching Program – Spectator Access ($381 value)... - You’ll ALSO get 50% off next month’s release of the new Copy Legends list-building course – “Cross-Promo Mastery” (how I grew my email list from 1k to ~7k without paid traffic) ($250 value)...1 - You’ll ALSO get a premium Copy Legends hat (color of your choice, $30 value)... [Don't leave your apples to wither on the vine.]( Hate my emails? Hate my face? [Unsubscribe]( forever here (but fair warning, there's no takebacks!) Copy Legends ‌