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Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year

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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 Science Monitor, Woman’s Day and HUNDREDS of other publications.

His name is Tony Presutto and he mined a mountain of response during the last great chapter of print advertising.

He battled against the big guns
of direct response…

Bottom Line… Reader’s Digest… and Rodale

For years, I noticed some of the best long copy print ads coming out of that HOTBED of direct response in Canton, Ohio.

They hailed from the Leader Co., Inc. and I often wondered: “Who’s behind these DYNAMITE insertions?”

Well, at last I found out about Tony.

Not only does he have the CHOPS when it comes to copy, marketing and product creation, BUT you can judge a marketer by the quality of his BIG ideas. [Continue reading] about Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year

Filed Under: Advertising Legends

Copy That TRANSCENDS the Product for Sale Part 2 (“Your Silver Passport to Travel the World”)

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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”)

Filed Under: Print Ad Powerhouses

All Time Top 10 Ad in Education (“How to Become a Straight-A Student”)

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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”)

Filed Under: Print Ad Powerhouses

One of the Greatest U.S.P.s You’ll Ever See

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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

Filed Under: Print Ad Powerhouses

Jeff Paul’s Greatest Story Selling Ad… and What’s Become of Him

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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

Filed Under: Mailbox Hits

From RED HOT Lead Gen that Rocked Response in the Silver Market… to a 3,300 Word Double Page Spread (Dan Rosenthal Dynamite)

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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)

Filed Under: Financial Favorites, Print Ad Powerhouses

The Power of Demonstration… During a SEISMIC WAVE of Demand

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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

Filed Under: Print Ad Powerhouses

In Memory of a Marketing Legend (Joe Sugarman 1938-2022)

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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)

Filed Under: Blog

SMASHING 800-Pound Gorilla Objections in Your Headline

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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

Filed Under: Magic Headlines, Print Ad Powerhouses

Copy Test: “Write If You Want Work” (UPDATE)

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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)

Filed Under: Direct Response Copywriting Swipe File

Charlie Allen’s AMAZING Golf & Fishing Advertorials

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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

Filed Under: Amazing Advertorials, Print Ad Powerhouses

“525 Castles & Palaces $15” (“Ogilvy Orchestration” Travel Advertising)

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It doesn't get much better than Ogilvy's travel advertising from the 1960s through the 1980s. And who better than the famous Scotsman to promote the British Tourist Authority? How I wish I could go back in time and REPLY to receive one of these … [Continue reading] about “525 Castles & Palaces $15” (“Ogilvy Orchestration” Travel Advertising)

Filed Under: Direct Response Copywriting Swipe File, Print Ad Powerhouses, Teriffic Travel Advertising

Promise + Proof = Profits

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This entry was originally published waaay back on July 27, 2011. Thankfully, not all of the stuff I put out then was crap. I'm republishing it on March 16, 2022. What's changed in the world of direct mail supplement selling since then? … [Continue reading] about Promise + Proof = Profits

Filed Under: Direct Response Copywriting Swipe File, Magic Headlines, Magic Subject Lines, Supplement Selling Sensations

“What would your profits be if you didn’t have to pay any taxes?”

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How is this for a HOT headline? "What would your profits be if you didn't have to pay any taxes?" It definitely gets your greed glands going. This ad was part of the legendary BUSINESS DEVELOPMENT series from Ogilvy & Mather for the … [Continue reading] about “What would your profits be if you didn’t have to pay any taxes?”

Filed Under: Business Development, Killer Corporate Copywriting, Magic Headlines, Print Ad Powerhouses

George Haylings: Info Marketer Who Laughed at the Depression

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(This was one of my first entries on Info Marketing Blog, waaay back on June 11  2007. I decided to revisit it nearly 15 years later. Haylings' mainstay in the 30s and 40s was the classified ad. ) Imagine facing the Great Depression as a … [Continue reading] about George Haylings: Info Marketer Who Laughed at the Depression

Filed Under: Blog

The Genius of Joseph Segel and The Signed First Edition Society

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Joseph Segel created over 20 businesses over the past 70+ years, including The Franklin Mint, QVC, National Business Services, and the ritzy Le Mirador Resort in Switzerland. One of the great lessons of his career: "If you want a home run, you … [Continue reading] about The Genius of Joseph Segel and The Signed First Edition Society

Filed Under: Blog

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Recent Posts

  • 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”)
  • 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
  • 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)
  • The Power of Demonstration… During a SEISMIC WAVE of Demand
  • In Memory of a Marketing Legend (Joe Sugarman 1938-2022)
  • SMASHING 800-Pound Gorilla Objections in Your Headline
  • Copy Test: “Write If You Want Work” (UPDATE)
  • Charlie Allen’s AMAZING Golf & Fishing Advertorials
  • “525 Castles & Palaces $15” (“Ogilvy Orchestration” Travel Advertising)
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Interview with Ogilvy & Mather CEO, Ken Roman

 
 
 
 
 

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