As some of you know, I’ve been hot on the trail of copy examples from Frank Irving Fletcher - probably the highest paid copywriter in the last 100 years.
This example of his copy selling a $1000 (in 1920’s dollars - probably $10,000 today) caracul (sheep) coat is one of the finest examples of copy craft I’ve run across. I don’t have time today to break out some of his copy strategies here - but will get to it tomorrow.
For now - just drink in this example of this masters craft… Perhaps you can identify some of the copy strategies he deployed in this brief copy?
When she chooses her caracul coat, the woman who knows fine furs looks first for suppleness…she know that the finest of caracul skins may be crumpled in the hand like so much velvet…lustrous as a length of satin…”water-marked” like the shining ripples in a pool.
When she has found the quality she demands, she looks next for design; she knows that, because of this same satin-softness, fine caracul may be designed and tailored into suave lines such as no other fur (except broadtail) can have.
And when she has found the quality and design she looks for…she very probably finds also, that she has, at most, only half-a-dozen sources from which to choose.
Kurzman Caracul coats are created by our own designers, and made here in our own workrooms, of the finest pelts the markets of the world can offer. No other collection of models in New York today can offer you more distinguished variety for choice. And because we are practicing furriers, Kurzman prices, quality for quality are not duplicated.
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