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How To Make A Space Ad Three Times More Responsive

by 4 Comments

Space AdvertisingFrank and Gayle Wood of FC&A Publishing are two info marketers you should watch.

Their specialty is marketing information in the alternative health field and they use direct mail as well as space advertising.

These two are masters at maximizing the pulling power of the full page ad. Instead of just one offer, they’ve got three.

The beauty of this approach is when they bundle a new offer with two that are already pulling, there’s little chance the ad will be a loser. A great low risk way for testing new offers and new copy.

As you’ll see more clearly when you enlarge the thumb on the left, their ad is composed of 95% bullets.

(If you have trouble magnifying the image, click on this link.)

Filed Under: Direct Response Copywriting Swipe File

Reader Interactions

Comments

  1. tom says

    August 23, 2008 at 10:31 pm

    Good ad and clever approach to use of space. It would be interesting to include the name/type and frequency of the publication in which these ads originally appeared. That little bit of information can be very informative. Even with great copy, the venue can make a huge difference in pulling power.

  2. ian says

    August 26, 2008 at 1:24 pm

    This is a wonderful resource of information – thanks for sharing such great stuff!

    🙂

  3. admin says

    August 26, 2008 at 1:35 pm

    Tom, the ‘venue’ means everything.

    One of the best (and biggest) players in the space ad arena is SCI (Suarez Corporation Industries) who concentrate on 50-100 smaller market newspapers in the US that: 1) convert for them and their typical offers (since they use them over and over and 2) the ad space is far more profitable than large market papers (i.e. New York, Chicago, L.A., D.C. etc.).

    FC&A are in a similar class.

    In the re-release of the Ultimate Online Swipe File, there’ll be a list of these 50-100 small market ‘Hot Newspapers.’

    Priceless insider intelligence gained from millions in ad insertions.

    Best,
    Lawrence

  4. Tom says

    August 26, 2008 at 10:19 pm

    Interesting you should mention Suarez. I’ve studied him for a long time. About 6 months ago I bought a large pile (a few years’ worth) of Suarez ‘junk mail’ from a guy on eBay and paid about $750 for it. (I don’t admit this to my regular acquaintainces since they’d think I was batty).

    Suarez is a particularly interesting study because as far as I can tell, the bulk of his sales is still generated offline, and his numbers are astronomical. He’s also apparently a zero debt operation, entirely self-funded by his winners. Amazing.

    You’re doing a fine job with this site by the way. Nice tantalizing tidbits, appropriate update frequency…should pay off well for you in no time.

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