Michael:

Gary Halbert uses the F word in his sales letter - on the main page of his site.

http://www.thegaryhalbertletter.com

Gary may offend a few people - but will get in millions of dollars worth of orders too.

Sincerely,
Ankesh Kothari

> Erik:

> I agree - BUT - there is still a line that
> should not be crossed. I call it the crude
> line. Crude remarks and hard swear words
> (The F word, the C word, for example) should
> generally be avoided at all costs in
> letters. Also, so should using borderline
> words just for the heck of it. (Then again,
> I don't want anything to do with markets
> where those words are welcomed in sales
> messages.)

> Anyway. Here's what we have in the
> Frequently Asked Questions page of The Great
> Ideas Letter...

> "If you are not willing to
> "risk" the measly cost of a one
> month subscription, then you are most likely
> not willing to "risk" larger sums
> of money on any business venture at all. And
> so you just might be better off not
> subscribing to The Great Ideas Letter."

> For some reason this "attitude"
> upsets people - mainly the freebie seekers.
> So we have no real loss.

> Michael Ross