I was doing research for a sales letter I'm writing when I stumbled upon this:
I happened to catch the infomercial for the Banjo Fishing Lure last fall. I watched the whole thing. I almost got my credit card out to purchase the system... and I'm not even a fisherman! That's how good the pitch is.
Imagine seeing underwater camera shots of large fish chomping down on the Banjo. Not just one fish. You see fish after fish after fish... in different rivers... lakes... streams... all striking the lure with unbridled aggression.
I had to keep watching the infomercial if for no other reason than the live-action footage. It's interesting and compelling.
If you're a direct marketer, pay attention. There's a powerful lesson here.