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When You Get In Front, Extend

05/05/2011

When you get in front, extend. Those words were the headline for an email I received from Atlantis in Marblehead a fine brand in the sailing world.

The newsletter connects nicely with sailors and blue water wannabes through its copy. It reads:

“Most sailors know that once you get ahead, you need to focus on not just protecting your lead, but extending it.

Since our re-launch in 2007, we’ve established a reputation for innovative, high-quality sailing apparel that fits great and works as good as it looks. In the process, Atlantis has become the fastest-growing sailing apparel brand in America.

In 2011, we continue to lead, not follow, with killer new styles, vibrant new colors and significant upgrades to some of our best-sellers. Want to see what leadership looks like? Take a look at our new website or go see one of the world-class retailers who stock Atlantis so you can touch, feel and try on the new gear.”

Killer copy, effective email, great product. Atlantis is definitely extending their lead.

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