Denny’s Daily Zinger: Ted Kikoler’s Cover-Up Grabber

What works in direct mail works online.

Entrepreneur Bill Bonner owns two historic chateaux in France, real estate all over the world and is founder/proprietor of the billion-dollar Agora Publishing. He accomplished it using direct mail.

Now he has adapted direct mail know-how into a powerful Internet pitch.

Ted Kikoler and the “Holy-Shit!” Cover-up
Canadian copywriter/designer Ted Kikoler came up with the idea of creating powerful teaser copy on an envelope and then affixing a bright yellow stamp directly on top of this copy. The black copy on the yellow stamp was even more powerful than the teaser underneath. The reader’s reaction, “Holy shit, something important is happening here. I gotta open this!”

[See the first image in the media player at right for a sample of a Kikoler cover-up.]

Bill Bonner adapted this cover-up technique in his pitch for an S&A investment opportunity that will “DOUBLE or TRIPLE your money.”

[See the second image for Bonner’s letter to subscribers.]

The offer is so powerful …

… my colleagues at S&A research refuse to share the details of this investment with just anyone. In fact, they require that you agree to sign a full Confidentiality Agreement in order to learn more.

[See the third image for Bill Bonner’s Confidentiality Agreement cover-up.]

This is a direct Internet reincarnation of Ted Kikoler’s innovation 30 years ago.

My opinion: brilliant!

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be “Write Everything Right!” Visit him at dennyhatch.com or contact him at dennyhatch@yahoo.com.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

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Comments
  • Andy W

    The media player on this site is garbage. Can’t you just put the images inline in the your article? Such an annoying aspect of this site. Why would a user want to stop reading. Scroll up to the top right. Wait for your clunky non-intuitive player to show me microscopic sized picture. And then expect me to do this multiple times. It is so amazingly bad…