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Lawrence Bernstein's Blog on Direct Response

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Ogilvy Ad from Commonwealth of Puerto Rico Series

Here is another ad in the Commonwealth of Puerto Rico Series — perhaps one of the most effective business development advertising campaigns ever devised.

Why Puerto Rico is the most profitable of Omark Industries’ 14 plant sites in 5 countries

Here are the reasons why this Oregon metals fabricator’s plant in Puerto Rico is their leading profit maker worldwide. Send in the coupon below to discover what these same reasons can mean to you and your company’s profits.

OMARK INDUSTRIES, a major manufacturer of cutting chain, hydraulic loaders and industrial fasteners, started in Puerto Rico in 1965 with a cutting-chain plant in Bayamon.

Last year, this single 45,000-sq.-ft. facility earned over half of the company’s total after-tax profits. Here are some of the reasons why.

100% tax exemption

Although Puerto Rico is an integral part of the U.S., there are no federal taxes. What’s more, Puerto Rico offers qualified manufacturers like Omark 100% exemption from all local taxes for up to 30 years. In Puerto Rico, the profit you make is the profit you keep. [Read more…]

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Ads That Command: Defiant Child?

Why do some ads hit the white hot center of a market and become the control ads remembered years later, while others fall by the wayside?

This long running ad from the child psychology market sheds some light.

Here’s the powerful, yet economic headline that froze frustrated parents in their tracks for years:

Defiant Child?

“Mouthy, disrespectful or resistant to authority?”

As a father of three young kids, it’s something I experience daily. And, this ad nails that feeling in the copy.  [Read more…]

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Strange Ads That Sell

Have you ever noticed an ad in a newspaper or magazine and thought to yourself: “Who’d be crazy enough to pay for such an insertion?”

Then you see the same ad again and raise your eyebrows.

By the tenth time you come across the ad, you may not only question your judgement but your sanity.

And so it is with Raja Fashions, whose ad has run in major metro newspapers on four continents for over ten years.

Raja Daswani, the founder of Raja Fashions, describes his operation as “Italian fabrics, German machines, English tailoring and Chinese labor.” Others have labeled it the “traveling circus of bespoke tailoring.” [Read more…]