This is the first page from a recent spread in The National Enquirer for the stem cell containing beauty creams, Amatokin and Strivectin. The controversial ingredient of this product was once the constant subject of front page debate in the … [Continue reading] about Stem Cell Beauty Creams (Beauty & Rejuvenation Swipe File)
How To Create International Status for Your Info Marketing Business
If you're an info marketer or publisher in the United States or Canada, you don't want some chap in London thinking, "bollocks," when he reads your offer. And you do want some sheila in Sydney saying, "good on you, mate," when she reads your … [Continue reading] about How To Create International Status for Your Info Marketing Business
My Motivational U.S.P. Discovered On Alcatraz Island
In the world of advertising, so much attention is devoted to finding the right u.s.p. or unique selling proposition, the term coined by Rosser Reeves. What about a u.s.p for motivation? I found mine last week on Alcatraz, the most notorious U.S.P. … [Continue reading] about My Motivational U.S.P. Discovered On Alcatraz Island
Fred Rogers & The U.S. Senate: One of the Greatest Sales Presentations You’ll See
Advertising Joint Venture #4: “Ron Hoff Talks Corporate Advertising”
Ron Hoff was the creative director thirty years ago at Foote, Cone & Belding and this ad was one in a series in which the Wall Street Journal partnered with several leading Madison Avenue agencies. The ad mixes elements of the Ogilvy & … [Continue reading] about Advertising Joint Venture #4: “Ron Hoff Talks Corporate Advertising”
This Stock And Bond Business by Louis Engel (Financial Swipe File)
Ten thousand responses from a 6,540 word ad and a buried offer? That's exactly what Louis Engel's ultra-dense space ad pulled for Merrill Lynch nearly 60 years ago. Of course, the average person knows far more today about the financial markets … [Continue reading] about This Stock And Bond Business by Louis Engel (Financial Swipe File)
Eugene Schwartz Ad #14: “Do You Have the Courage to Earn a Half Million Dollars a Year?”
Eugene Schwartz wrote this ad just over 40 years ago and insertions mushroomed into newspapers and magazines all across the country. It even appeared in the conservative financial publication, "Barron's National Business and Financial Weekly." It's … [Continue reading] about Eugene Schwartz Ad #14: “Do You Have the Courage to Earn a Half Million Dollars a Year?”
Mel Martin Ad #9: “For New Yorkers Who Would Rather Ride Bikes”
Here's a 1972 display ad by one of the two pioneers of the modern copywriting bullet, Mel Martin. The other was Ralph Ginzburg. Though this ad was written many years before Mel signed on with Boardroom, and shot their sales into the stratosphere … [Continue reading] about Mel Martin Ad #9: “For New Yorkers Who Would Rather Ride Bikes”
Diet Ad #9: Tori Spelling Lost 36 lbs With NutriSystem
About a year ago, I came across some NutriSystem ads with testimonials obviously cooked up by a copywriter. Today, Nutrisystem seems to have all its ducks in a row and is going strong, with well over $100 million spent on print and television … [Continue reading] about Diet Ad #9: Tori Spelling Lost 36 lbs With NutriSystem
Gary Halbert Ad #7: “How To Keep Your Money From Being Murdered”
Here's a 1974 ad Gary Halbert wrote for a book entitled, "How To Rob A Bank Without A Gun." Though interest rates and consumer banking are a world different than in 1974, much of the ad copy could be used straight off the rack in the year 2008. The … [Continue reading] about Gary Halbert Ad #7: “How To Keep Your Money From Being Murdered”
Advertising Joint Venture #1: David Ogilvy & Reader’s Digest
Joint venture partnerships are so ripe with possibilities and stacked with leverage, one could focus exclusively on them -- while ignoring almost everything else -- and still be reasonably successful in business. I've been on the ropes more than … [Continue reading] about Advertising Joint Venture #1: David Ogilvy & Reader’s Digest
Sharper Image Files For Bankruptcy
Though far from being a lean and mean direct response outfit, with 184 retail stores in the U.S., The Sharper Image has its roots in direct response advertising. Sharper Image Founder and longtime CEO, Richard Thalheimer, attended the 1970's … [Continue reading] about Sharper Image Files For Bankruptcy
Every Secret But One In This Book: David Ogilvy Ad for “Confessions of An Advertising Man”
Though the bullets are far from remarkable under a 2008 lens, this is surely a headline which compelled more people to read a footnote than any other. "Every Secret But One In This Book" … [Continue reading] about Every Secret But One In This Book: David Ogilvy Ad for “Confessions of An Advertising Man”
Frank Irving Fletcher: Copywriter To The Well Heeled
Frank Irving Fletcher earned more as a copywriter in early 20th Century dollars than 97% of copywriters today. In Fletcher's autobiography, "Lucid Interval," he says: "The aim of modern advertising is not to make people think, but to save them … [Continue reading] about Frank Irving Fletcher: Copywriter To The Well Heeled
Gary Halbert Ad #2: “At Last China Reveals Her 1,300 Year Old Stay Young Health Secret”
"At Last China Reveals Her 1,300 Year Old Stay Young Health Secret" "TheGaryHalbertLetter.com" The greatest copywriting newsletter archive on the planet! … [Continue reading] about Gary Halbert Ad #2: “At Last China Reveals Her 1,300 Year Old Stay Young Health Secret”
Ernest Weckesser Ad: How To Make Your Computer As Easy To Use As Your Telephone
I'm glad I stumbled upon a recent post (recent in 2008 :-)) on the Copywriter's Board in which someone correctly pointed out that I'd gotten Bud Weckesser's C.V. wrong in an earlier post on my blog. That's because later in the thread, Mike Winicki … [Continue reading] about Ernest Weckesser Ad: How To Make Your Computer As Easy To Use As Your Telephone