Here’s a lead generation ad, or a want ad if you will, from Merrill Lynch during their halcyon days in the early 1970s.
Before the era of the vampire squids and the CEOs who detonated century old companies with toxic derivatives, Merrill was a genteel place to work and boasted Ogilvy & Mather as its ad agency.
Imagine the psychographics of the candidates a company could recruit in 2016 using print advertising with a detailed questionnaire like this one.
Through the lens of 2016, this ad’s copy might not be up to snuff.
But it wasn’t scintillating ad copy that kept Robert Allen’s ads and spots going strong for decades.
Allen had countless competitors in the “nothing down” real estate market — a market that’s making a minor comeback after years of hibernation.
Late night TV junkies during the 1980s are sure to recall one or more of these pitchmen:
* The avuncular Carlton Sheets with his trustworthy Midwestern accent. (Now retired.)
* The rags-to-riches Vietnamese immigrant, Tom Vu, usually surrounded by bikini clad women. (Now a poker player.)
* And the gritty salesman to the masses, Dave Del Dotto. (Now a winemaker.)
But of all the “nothing down” and real estate investment marketers, Robert Allen is one of the last standing after 35 years at it.
Why so?
Chalk it up to… [Read more…] about Ads That Command: The Outrageous Challenge
“Math Wizard Reveals Amazing Secrets Of Calculating Skills
Students shed calculators and pencils with Math Magic.”
The “Math Magic” course was successful in print for many years and, like the “Total Transformation” campaign, is a great example of educational advertising using direct response.
If you’ve heard the story of a young Gene Schwartz working one day in the mail room and a few short years later becoming a mail order millionaire, then here is an interesting ad.
It was written in 1975 by the man who showed Gene the ropes in the early 50s, Cecil Hoge, the founder and president of the Huber Hoge, Inc.
The promise of this ad is essentially a stone’s throw away from the internet marketing pitches that plague us today…but there’s a key difference.
Most of those offers lack the sophistication of even hinting that they might not be for you.
Not here. [Read more…] about Mail Order Ad by Gene Schwartz’s Copywriting Mentor: Cecil Hoge
Helena Rubinstein came to the United States as a penniless Polish immigrant who went on to build one of the largest cosmetics empires in history.
And direct response advertising played a key role in pushing her products at retail stores from coast to coast.
This ad was created by Ogilvy and Mather in 1952 and is part of an incredible series of 20 or so “page-one advertorials.”
Unlike ordinary advertorials, which are ads formatted to look like editorials or news, these ads are laid out like page one of a major newspaper. [Read more…] about Wrinkles FEAR Her