Sen Ze, the oriental gentleman who was a lawyer-turned-mentalist in the UK (and a darn-fine copywriter), is back!

Man, I love this guy. I followed him online 3-4 years ago, and then poof! He just... disappeared. For a while. Well, read his copy. It's something else. Very good stuff! The story is bitter sweet. Read it all...

http://www.senze.com/mini-e/

PHEW! Talk about a loooooooong sales letter. This needs to be printed
and read offline.

On the positive side I think that he uses his story very creatively to
qualify himself for the product that he sells. It wasn't a story just
for telling sake but it all built his credibilty to a climax by the time
he asks for the order.

I also find his technique of telling you what he is setting out to
accomplish at the beginning of the letter quite different for a
sales letter. I've used this in speeches but never in salescopy.

Also the final P.S. where he gives the update on the father's
case was a neat finish -- pulls you back into the emotion
of the copy.

All in all a great read ...

Regards,

Ray Edwards,
"the gets results copywriter!"

Aw, gee, Mike! Coming from you, that's really something!

I did "disappear" for a while, but working on certain projects (Internet related, of course), for a while. Took my own sweet time but I never really left the scene...but you'll likely hear more of me this year.

Ray - the "telling them what you're going to do with them right at the beginning" technique was actually used by the GREAT Joe Karbo in his classic "The Lazy Man's Way To Riches" copy. I've adapted his sentences and added a few more things to it as my product is a different one.

This was quite a fun letter to write - although it was also a very painful one at times. I've written quite a few other letters on the same product, with slightly different concepts, and will be testing them all. Let's see which one will emerge the winner. As usual, you can expect some surprises...

Cheers!

Sen Ze
"Damaging Admission" Copywriter...

Im copying out and re-writing this out long hand as you read this.