“Obviously used, look at the cleat marks. Only $3000.00”
You know that Elaine worked as a copy writer for J Peterman on Seinfeld. But you may not know that J Peterman is a real business, with some of the best copy around.
Amazing to me, and maybe to you too, they’ve been selling high-priced clothing items for years without even offering photos of the merchandise (this *just* changed but you’ll see many of their products still sold with rough sketch drawings).
Notice the simple use of story, for the purposes of nostalgia. Notice how the story likely relates to a specific demographic. And notice how effective this is in the selling of a product that doesn’t even come with a photo. Plus, no hype.
To me, this is great copy. It sells something that transcends a piece of clothing – although it’s selling a new, contemporary item J Peterman has obviously recognized and mastered the selling of something we all long for – to re-experience our youth again.
This came up in our weekly Affiliate Black Book membership mastermind today. I’ve been using this J Peterman style tone in the copy of one of my sites and I’ve found it to be very effective.