One of the more effective direct mail campaigns we ever developed was for The Cliffs at Glassy-a gentrified piece of the Appalachian range, between Traveler's Rest and Landrum. When we visited, we learned that nobody walked the golf course. Why? Because it's such a hike. We also learned that the development was especially attractive to "rugged individualist. So, we combined those two learnings with the question:

Why would you ford streams, navigate boulders, climb uphill fairways, and stop just short of a thousand-foot cliff?

The answer: Because it's there!