One of the greatest direct response hits in years is a product created out of thin air.
It rarely gets more than a line or two of copy, yet sales of over a billion dollars a year speak volumes for this brand. (Case study coming soon.)
This ad to the left and backstory were forwarded to me by my friend and colleague, Bill O., who’s one of the top high ticket salesmen in the States.
“Attached is an ad that has run non-stop for the past 18 months or so for a small Italian beef stand. I know the ad is super successful for two reasons:
1. Every time I go in there, [the place] is packed with people.
2. The same ad runs over, and over and over in the local paper and coupon mailers.
Their simple, little direct response ad works like gangbusters. I don’t know how much money they are making, but every time I go in there I ask, “how’s business?” and always get the same answer: “really, really good.” The Mercedes and Porsche parked next to the back door are telling, too.
Any small business could offer some type of widget and create some type of irresistible offer, but almost none do.”