Even if you never dip your toe in the waters of the weight loss market, you can ALWAYS learn something from a successful ad.
And this one had THOUSANDS of insertions from 2014 to 2019.
The “EVEN IF YOU CHEAT” phrase is especially effective because ALL dieters cheat at some point, or there would be no need for diet products.
Certainly, there would be no need for diet ads. 🙂
But this success story (at least in terms of the number of insertions) owes its lifespan to good old larceny.
What’s in a headline?
It’s just a montage of words.
But in this ad’s case, that montage has captured killer response.
The above knock-off “fat magnet” ad has the customary “before and after” pictures. I must reluctantly admit, this is one of the best pure swipes I’ve seen. The headline is dynamite.
Where did the “fat magnet” line come from?
I’d bet dollars to doughnuts this 1980s advertorial came from the pen of Gary Halbert.
Where else could the killer combo of words “FAT MAGNET” have been born but in the brain of Gary Halbert?
By the way, the ad got a LOT of attention from the “alphabet agencies” at the time — not a good thing!
Every thing about this ad has Gary’s fingerprints on it: from the meticulous advertorial format… to the “grab you by the lapels” news headline and opening… to the always prestigious return address, in this case Wilshire Boulevard.
If I had to guess, Gary got a great rate on a full page remnant in the September 1989 issues of Cosmopolitan and the other two ads were “ride alongs” with the Joe Karbo inspired weight loss winner..