The first thing that catches readers attention is the title.

Because it is unbelievable that a one legged golfer can play well and even less
believable that he can outperform others, the title catches reader's attention.

What is even more interesting is that even though I don't like golf and on top of that I immediately felt that this advert is a total bullshit, yet I

still started reading it  .

That's a one powerful title.

The title and also the subtitle in addition to capturing my curiosity and attention also promised an exceptional value right of the but.  And the
subtitle also served as a summary introduction of the benefits that reader may find in the article.

Carlton immediately introduces character Michael O'Learry and makes the reader  sympathize with O'Leary, because O'leary represents the
grievances and hopes of an average golfer. Probably most players can identify with O'leary's story to some degree and this creates level of
trust.

Than Carlton introduces a guru, Milt Wallace, who is a professional golfer and thus his advice is immediately perceived as valuable. Also after
the amateurish problems of O'Leary the professional Wallace seems to have more authority.

Than Wallace introduces a technical sounding term "Tripple Coil Swing", which has a scientific flavor to it, and this in the eyes of the reader
reinforces Wallace's authority.

And finally the one legged golfer is being introduced except by now the reader is already feeling that he is receiving an advice from a
professional golfer and at this point the story feels credible.

I must admit that I didn't finish reading because I don't care about golf and don't like this style style of sensational writing but I can definitely
see how this article could be intriguing to someone who is a golf enthusiast.  

And of course the headline is something that I will remember for a while.

Not even mentioning that if I had any golfing buddies this would be one hell of a story to tell friends how a one legged golfer can drive 320
yards.

P.S. After I put it aside I asked myself if this style of advertising would still work today as the readers are so saturated with outlandish claims
of this kind???