Today’s swipe comes with an important marketing lesson. It’s an example of excellent copy, poorly executed (in my opinion).
The copy is legendary. It turned International Living into a thriving business, which was the very first publication of what would become the Agora publishing empire.
So no International Living, perhaps no Agora, Agora Financial, Stansberry and so on. Maybe I’d have never become a copywriter!
International Living was founded in 1979. I’m not sure when this sales letter was ORIGINALLY written, but sometime in the 1980s is my best guess. The copywriter was none other than Bill Bonner, founder of Agora.
The story goes, if you care, Bill was working in D.C. and sick of the politics. He figured you can’t change the world, but you can change yourself. So, he quit D.C. and started traveling the world in search of places where one could liver better for less. Through the pages of International Living, he invited readers to join him on his journey.
Bill still lives that same jetset life, today. Spending time in Argentina, France, Ireland and elsewhere. Always on the move.
It’s why, when you read today’s sales letter it sounds like Bill wrote it in real-time, sitting somewhere exotic, sipping a cold drink, pen in hand. He was living the life he was writing about. The ultimate copywriting research!
The lore on this letter changes, but one thing everyone agrees on is this was a massive blockbuster and a control for decades.
In fact, the swipe I have for you today is from the end of 2011… So at this point it was 20+ years-old. Here’s the problem…
The copy was ORIGINALLY written to acquire new subscribers. But in 2011, IL are using it to renew current subscribers with a $1 offer. In other words, they’ve taken Bill’s ancient copy almost word-for-word and used it in a way it wasn’t written for.
The result is a confusing offering.
Bigger picture, this is why International Living has floundered when the rest of Agora has flourished. After this promotion, their copywriters never wrote anything as good. So their marketers are stuck flogging a dead horse.
It’s a shame because the idea of living overseas has never been more timely and IL are the OGs. They have proof and a track-record no-one can match.
Anyway, ignore the confusing offer. The copy is masterclass in picture painting… Showering not telling… and layering on specific promises to make your reader salivate.
Click here to add You Look Past Your Window… to your swipe file.