This ad was was written by Philip W. Lennen in 1924 and effectively launched the ad agency Lennen & Mitchell. Lennen credited this ad in part with taking the agency from zero in billings in 1924 to $12,000,000 by 1948. Lennen described … [Continue reading] about How To Launch An Ad Agency: Find The Man!
“Baiting the Hook” or How To Write Great Bullets
If you've been writing ads for any period of time, you know there's a world of difference between a good bullet and a great bullet. Good bullets make you say: "hum, that's kind of interesting." Great bullets freeze you in your tracks and get you … [Continue reading] about “Baiting the Hook” or How To Write Great Bullets
Recession Beater #7: The Coming Business Opportunity Explosion
Almost everyone is interested in making more money. If you can legitimately show others how to make more money, you'll never want for money yourself. This is especially so in recessionary times. George Haylings slept in his car while pyramiding … [Continue reading] about Recession Beater #7: The Coming Business Opportunity Explosion
2 Money Disasters That Could Strike on Saturday
Two Money Disasters That Could Strike on Saturday (one of them could happen sooner!) 18 defensive investments and six complete investment plans that investment consultant, Harry Browne, believes will make money for you whether or not these … [Continue reading] about 2 Money Disasters That Could Strike on Saturday
Leo Burnett: “Magazine With A Mission”
Here's a 1960's space ad Leo Burnett wrote for Readers Digest. It's an effort typical of his style: simple, direct and free of affectation. Interestingly, David Ogilvy penned a similar ad promoting the Digest. In both cases, the main objection … [Continue reading] about Leo Burnett: “Magazine With A Mission”
Leo Burnett, a Little Giant from the Golden Age of Advertising
Leo Dug Hard to Identify the Inherent Drama in Everyday Things (The following interview arrived in my inbox one Saturday morning, courtesy of one of the most formidable marketers in my rolodex. He made his bones and shuns the neon lights...for now. … [Continue reading] about Leo Burnett, a Little Giant from the Golden Age of Advertising
Fortune 500 Direct Response Advertising: “How To Improve Your Vocabulary”
Most direct marketers think 'Fortune Fives' are bloated behemoths who couldn't pull off a successful direct response promo to save their corporate lives. Not so. Here's a memorable 1,304 word display ad from International Paper from nearly thirty … [Continue reading] about Fortune 500 Direct Response Advertising: “How To Improve Your Vocabulary”
Gary Halbert Ad #4: “Amazing New Formula from Beverly Hills Lets You Look Years Younger”
Gary Halbert is remembered for a lot of things. * The writer of the most mailed sales letter in history: "The Coat of Arms Letter." * A gifted and profound teacher who's probably influenced more direct response practitioners today than any … [Continue reading] about Gary Halbert Ad #4: “Amazing New Formula from Beverly Hills Lets You Look Years Younger”
The Critical Advertising Ingredient: The RIGHT Appeal
Imagine two companies selling the same widget. Company A has seasoned copywriters who can write the paint off the walls, plus unmatched graphic design talent. Company B has a lone copy cub and a kid still learning what a proper layout looks … [Continue reading] about The Critical Advertising Ingredient: The RIGHT Appeal
Let An Earthworm Be Your Garbage Man!
Imagine selling up to 500 books from a single insertion of a 1/16th page space ad. That's exactly what mail order copywriter, Lyman Wood, did time and again from his backwoods advertising empire in Vermont. Sure, having an office in a New York high … [Continue reading] about Let An Earthworm Be Your Garbage Man!
Copywriter Test: Write If You Want Work (Part II)
Great advertising can do a lot. Launch new products...build businesses...even broker peace between warring nations. But what self-respecting copy junkie wouldn't love an ad that rendered the H.R. department obsolete and built a team of killer … [Continue reading] about Copywriter Test: Write If You Want Work (Part II)
How Billion Dollar Companies Write “How To Reports”
Many people consider direct response marketing as a medium for peddling $39.95 gadgets, diet pills and costume jewelry. Not so. The power of direct response copy works as surely on a prospect for a pair of thermal underwear as it does on one … [Continue reading] about How Billion Dollar Companies Write “How To Reports”
Richard Armstrong’s Amazing Free Gifts
I know just enough about Richard Armstrong to be, well, scared. He's got a black sense of humor and the mafia heavies in his book are a little too vivid for my taste. Speaking of his book, I just finished reading it. "God Doesn't Shoot Craps" is a … [Continue reading] about Richard Armstrong’s Amazing Free Gifts
Bossy Telemarketers… “Tell It to the Chip”
[mc id="397" type="audio"]Bossy Telemarketer[/mc] I've got nothing against telemarketers. Heck, many blue moons ago I was one myself...and a piss poor one at that. During my college days, I did a brief telemarketing gig for New York Life. I worked … [Continue reading] about Bossy Telemarketers… “Tell It to the Chip”
Search Engine Marketing: How to Out-Burnett Burnett
(The following hails from guest blogger, Byrne Hobart) Leo Burnett was never one to shy away from the branding iron. Why spend millions hounding your prospects to convince them they needed corn flakes, when you could have Tony the Tiger do it for … [Continue reading] about Search Engine Marketing: How to Out-Burnett Burnett
Eugene Schwartz Ad #9: “Why Models Stay Young Till Sixty” (Beauty & Rejuvenation Swipe File)
What does a gorgeous, "over-the-hill" international model do when sales of her new book are flat as a pancake and she's got no idea how to turn it around? Simple. If she's Oleda Baker, she calls Eugene Schwartz. This is the 1973 ad for "The Models … [Continue reading] about Eugene Schwartz Ad #9: “Why Models Stay Young Till Sixty” (Beauty & Rejuvenation Swipe File)