Gary Bencivenga | Kurobuta Ham Ad – The Secrets Behind His Copywriting Genius 

By  Csaba Borzasi

Few copywriters can write as silky smooth as Gary Bencivenga.

He's arguably the best living copywriter today.

And although he's retired now...

He had a ridiculous 80%+ "hit ratio" during his career.

That means that 8 of 10 promotions he wrote out-converted anything else written by ANYONE - regardless of the niche.

Now, some people *might* be thinking that this number isn't a big deal...

But in reality, that's crazy!

(For your reference, even the BEST copywriters today are happy if they have a 50% "hit ratio")


So today, I'm going to reveal the secret behind Gary's genius... by breaking down his famous "Kurobuta Ham" sales letter.

Prefer video instead? Watch Below!

How Gary Bencivenga Uses Evocative Visual Words To Describe The Product

Well, I got carried away reading the copy…

In fact, I was compelled to imagine the rich taste and flavor of Kurobuta Ham.

Gary uses visual words to tap into the imagination of the readers.

And that is because the descriptive nature of the copy appeals to the sensory senses and leaves a mark!

“Exotic breed of Japanese Hog”
“The texture was velvety, the flavor sublime and the meat melts in the mouth”
“Unbelievably succulent”

OMG, how can I miss that exquisite ham?


The lead section introduces you to the new foodie obsession.

“The greatest holiday Ham I’ve ever tasted”

Then Gary builds on the popularity of the Ham by saying all renowned chefs and foodies are "blown away" by Kurobuta Ham.

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The Ultimate Social Proof: 400 Testimonials From Happy Clients

Gary uses the promise and proof formula throughout his copy.

He includes 400 testimonials from raving fans on the right side of the ad, making it REALLY difficult to beat.

He also uses captivating analogies to keep readers hooked and interested in finding out more. 

“Kurobuta pork is to regular pork as Kobe beef is to regular steak”

By referencing the exclusivity and high perceived value of Kobe beef - the most expensive steak in the world -, Gary elevates the perceived value of Kurobuta ham in the minds of readers.

He also positions it as a special holiday item that shouldn't be missed.

Throughout the copy, Gary conveys the uniqueness and exceptional quality of the ham, stating that he has never seen such an overwhelmingly positive response to any product before as to Kurobuta pork.

The Emotional Discovery Story Of Kurobuta Ham

Gary gets into the details of how Kurobuta Ham was introduced, by sharing a thought-provoking argument and a story that led to its discovery.

He gets into how dried and bland pork was being marketed as white meat.

Then, he shares the hero’s journey of the seller who set out to discover the perfect ham in the world.

After months of research, the seller realized all hams were short in some aspects.

But, what if all the details could be tailored for a PERFECT Ham?

There was no Kurobuta pork so he identifies a market opportunity.

What Made Kurobuta Ham So Special?

It was tailored by a ham specialist and the short, round muscle fiber led to high moisture retention, making the ham "outrageously juicy and flavorful."

Out of 20 quality tests on 9 different breeds, Kurobuta ham won with the highest honors as the juiciest, most tender, and flavorful. 🤤

Gary then covers the details of the production process, including the blend of spice and brown sugar that gives it a rich, buttery taste.

Handled with special care, Kurobuta ham was a unique mix of several elements that lead to perfection.

The story draws the reader in while showing the seller's passion and attention to detail in creating an exclusive experience.

Then, Gary Bencivenga takes the promotion to the next level by introducing the sizes, small and large…

And he addresses any objections by mentioning the existence of recipes for handling leftovers in case of a large ham.

Hence, he handles objections and motivates people to go for large ham as it offers MUCH more value compared to the price.

Ultimately, the thing that Gary's selling here isn't really the "ham" itself...

It's the feeling of becoming a highly-respected host who amazes everyone during a family get-together.

The ham is just a unique mechanism.

Gary was a huge proponent of using "Reason Why" elements in his copy and with good... reason 😃!

Using these elements lends an aura of credibility to your whole persuasive argument.

This is crucial for countering objections and getting the sale.

This is a gem of a sales letter. Click here to watch it while it's still fresh on your mind.


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Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.

Csaba Borzasi

Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.

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