12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans
No supplements for sale in this 1,971 word epic. This weight loss ad lasted the equivalent of several lifetimes (from 1992-2004) at a time when outrageous claims dripped off the page of almost every diet ad. This one is different. What are … [Continue reading] about 12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans
The Case Against Swiping Part 1 (UPDATE)
(JUNE 2022) I needed to pull an old rabbit out of a hat for a client recently, and THIS was the swipe... foundation for the promo... that leapt to the fore. Here's a hypothetical to demonstrate how powerful this little known headline is. … [Continue reading] about The Case Against Swiping Part 1 (UPDATE)
One of the All Time GREATS in the History of Food & Beverage Advertising
The Guinness Guide to Cheese is featured in the essential Ogilvy On Advertising. Yes, this is a brand ad and a damn fine one in the annals of food advertising. The layout with the photos and summaries of the various cheeses make for irresistible … [Continue reading] about One of the All Time GREATS in the History of Food & Beverage Advertising
Attack of the Killer TINYTORIALS
Untold thousands of "Marie Davant" tinytorials (tiny advertorials) graced the pages of print for over four decades. BUT... one wonders... did Marie Davant even exist? … [Continue reading] about Attack of the Killer TINYTORIALS
Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year
You may not know his name, but if you ever picked up a newspaper or magazine ANYWHERE in English speaking North America from the 1990s through the 2000s... you saw his ads. His insertions ran in Parade, USA Today, AARP Bulletin, Globe, Christian … [Continue reading] about Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year
Copy That TRANSCENDS the Product for Sale Part 2 (“Your Silver Passport to Travel the World”)
Silver is HEATING up as the dollar continues to bleed and inflation ratchets up. You'd need a small warehouse of these silver rounds just to service the debt for a mere hour on the $30 trillion of U.S. debt. But that's a topic for another … [Continue reading] about Copy That TRANSCENDS the Product for Sale Part 2 (“Your Silver Passport to Travel the World”)
All Time Top 10 Ad in Education (“How to Become a Straight-A Student”)
As Rosser Reeves noted: "A gifted product is mightier than a gifted pen." This evergreen book is a textbook example of that quote. Over thirty years later Getting Straight A's is still touted by students and parents alike. This ad had … [Continue reading] about All Time Top 10 Ad in Education (“How to Become a Straight-A Student”)
One of the Greatest U.S.P.s You’ll Ever See
What do advertising and martial arts have in common? A lot actually. The world of general advertising is still largely clueless about sales. Many advertisers never make an offer or ask for the sale -- they have no idea whether their ad's been … [Continue reading] about One of the Greatest U.S.P.s You’ll Ever See
Jeff Paul’s Greatest Story Selling Ad… and What’s Become of Him
This direct mail package might as well have been written a lifetime ago, instead of the the early to late 2000s, when it mailed heavily. Look at all that's changed. … [Continue reading] about Jeff Paul’s Greatest Story Selling Ad… and What’s Become of Him
From RED HOT Lead Gen that Rocked Response in the Silver Market… to a 3,300 Word Double Page Spread (Dan Rosenthal Dynamite)
This financial lead generation took the world of print by storm in 1974. I'm virtually certain it's the work of copywriting legend, Dan Rosenthal. This 330 word ad to the left was so successful at sucking out red hot leads in the silver market … [Continue reading] about From RED HOT Lead Gen that Rocked Response in the Silver Market… to a 3,300 Word Double Page Spread (Dan Rosenthal Dynamite)
The Power of Demonstration… During a SEISMIC WAVE of Demand
The great mail order copywriter, Gene Schwartz said: "You can't create demand, only channel it." And after the World Chess Championship in Iceland in August of 1972, there was a tidal wave of demand for learning how to play chess. The title had … [Continue reading] about The Power of Demonstration… During a SEISMIC WAVE of Demand
In Memory of a Marketing Legend (Joe Sugarman 1938-2022)
This entry demands some reflection before pushing the "publish" button. I've learned SO much about marketing and life from Joe Sugarman. (I couldn't keep it together for this picture, ergo, the goofy look on my face.) I'll be writing soon on … [Continue reading] about In Memory of a Marketing Legend (Joe Sugarman 1938-2022)
SMASHING 800-Pound Gorilla Objections in Your Headline
Recently one day, I stumbled across this remarkable print ad and asked myself the question: "How'd this ad get into my possession?" Then it hit me. Surely, this full page ad was no "mere mortal" ad. I reached for the 520-page transcript from … [Continue reading] about SMASHING 800-Pound Gorilla Objections in Your Headline
Copy Test: “Write If You Want Work” (UPDATE)
In 2016, I was having lunch with European marketing magnate and world class value investor, Norman Rentrop. Norman is remarkably down to earth, so you might not take him for a billionaire... UNTIL you spend a few hours with him, observe his … [Continue reading] about Copy Test: “Write If You Want Work” (UPDATE)
Charlie Allen’s AMAZING Golf & Fishing Advertorials
This was one of the most successful advertorial series of all time. NGC Sports were BIG TIME in sport fishing and golf and had TENS of thousands of insertions in everything from local newspapers... to trade publications like Oklahoma Farm … [Continue reading] about Charlie Allen’s AMAZING Golf & Fishing Advertorials