The following may be one of the most unusual copywriting secrets you will ever hear.

But if you test using it in your next ad, there’s a good chance you will see your response quickly soar.

Here’s why:

Last summer I wrote an ad for a high-selling self defense DVD series that was somewhat “controversial.”

In fact, when I let one of my friends read it, he got extremely mad and declared there is no way anyone would buy from it.

Reason why he said that is because it offended his political views and made him furious.

As soon as I heard his anger, I was confident it would be a hit.

Why?

Because the ad was not written to ALL self defense enthusiasts.

Instead, it was specifically written to a segment of the market that has strong right wing views when it comes to crime, terrorism and illegal immigration.

In fact, our market research clearly showed this part of the market we were writing to listened to a lot of talk radio each day while driving to and from their high paying jobs. These were conservative white males, who listen to shows like Michael Savage, Rush Limbaugh and other right wing talk.

And so, when writing the ad, I wrote to them — and them, only.

In fact, the copy sounded more like a transcript of the Michael Savage or Rush Limbaugh show than an “ad.” It addressed that specific market’s fears, angers and opinions about issues like illegal immigration, socialists in Congress, and the rise of legal “loopholes” around the country that often let criminals, rapists and even cold blooded killers off the hook for their crimes.

And my friend, who is NOT part of this market, was appalled.

It insulted his beliefs and caused him to want to verbally argue with some of the conclusions and opinions in the piece.

Which I took as a good sign.

Because as strange as it sounds, good copy (and this ad beat the client’s previous control) will repel as many people as it attracts.

There should be no “luke warm” reactions to a sales letter.

Either people respond to it, or they are repelled by it.

Frankly, you can often pre-judge the power of a sales letter simply by how many people are repulsed or insulted by it.

Bottom line?

Write ads to your market and don’t worry about what everyone else thinks.

If you aren’t deliberately offending certain people in your ads, then there’s a good chance you are not going to get the response you are looking for.