Bad example of direct mail copywriting?

OK, so over the past few days I’ve presented a couple examples of copywriting here, that I thought were pretty good.
Some of us liked the copy… some of us didn’t…
But hey, that’s one thing a discussion is about. While we may have different opinions, and we may not always agree… At least we can exchange ideas, and talk about something we’re all (hopefully) passionate about.
And as long as you agree with my opinion… then your opinion is a good one 🙂
(Whoa! Put the pitchforks away guys, I was only joking… Just tryin’ to add a little levity to the chat… jeez)


Anyway, I brought another one here for your enjoyment… entertainment… critique… and exuberation (I don’t know if that last one’s even a word? But if it’s not, it should be… cause it’s kinda fun to say).

Anyway, this next piece came in my mail a couple years ago. I saved it because I thought it was such a curious specimen, and a very bad example of direct mail copywriting
It’s from a car dealership, a couple towns over from where I live.
I remember trying to contact them, to find out what the response rate was for this piece? But all I was told, was that direct mail doesn’t work, and they were taking their marketing efforts elsewhere.
So I’m guessing it didn’t bring in a ton of business for them?
Now, as I’m sure you can tell, I have my own opinion of this (oh… let’s call it a sales letter), but what do you guys think of it?

bad example of direct mail copywriting
Now obviously, I don’t want to sway anyone’s opinion here. But let me just say, when I got it in the mail my first thought was…
This can only be considered an act of environmental terrorism.
I mean, what kind of sadist would slaughter off an innocent, defenseless tree; just to turn it into this load of claptrap?

(Of course, that’s just my own humble take on it.)
So, what do you think of it? Do you think it’s a “good” sales piece? Or is it a “bad” example of direct mail copywriting?
All comments are welcome (intelligent comments are preferred)

All the best,



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