The document attached is part of my learning experience in breaking down copy from Dan Henry's Landing page

Completly differnt style from David Ogilvy this time. Having been in a client of the fitness industry since I was a teenager, I had a very negative view of this ad. Having said that, I can see why Gary halbert was considered a pionneer. He gives a lot of unique mechanism explanation wich at the time was probably an innovation in this sector. Wouldn't be enough today but that wouldn't be fair to compare to today. The credibility part is also a bit light compare to today but again, different times. The two testimonials, i suspect, did a lot for this ad. They are just very good. Giving two very disctinct situation in wich the avatar benefited from the product. I'm sure even today, women can relate to those two situations. Hell I can. Their placement visually is probably veru strategicly thought. The guarantee is impressive very bold and must have carried a fair bit of the sales. Something I learned from Settle is that the reader should folllow the ad just by reading the sub headlines. He probably got it from Halbert because this is clearly at play in this ad.

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