Dr. Chris Tomshack built HealthSource into one of the biggest chiropractic franchises in the world on the back of long copy and providing the solution to the biggest driver that gets prospects to take action... PAIN! "The 5 WARNING SIGNS of … [Continue reading] about Chiropractic Marketing Machine
A client I hadn't heard from in a while contacted me at the end of last year. He had a print ad pulling a very respectable three times ad cost and wondered if he could get it even higher. His objective went beyond merely trying to bump response … [Continue reading] about The “With-Without” Formula
One late summer evening, two copywriters sat down at their keyboards to craft sales letters for almost identical products. They were very much alike, these two copywriters. Both had years of experience writing every type of ad and were dynamos at … [Continue reading] about A Tale Of Two Copywriters
This ad with Malcolm Forbes was part of the series Ogilvy and Mather created for the Commonwealth of Puerto Rico. They're flatly some of the best business development ads ever written and were responsible for changing the landscape of the … [Continue reading] about Why Puerto Rico is unique as a place for manufacturers to make more profits
Warning: if you want the long answer to this, it'll take about 20 minutes to read this behemoth of an ad from Victor Schwab. Also, unless you're comfortable working with electron microscopes, printing this on an 8 1/2 x 11 will be a slog (Just … [Continue reading] about How Long Should An Advertisement Be?
"Albert Lasker was the father of modern advertising and - yes - of Madison Avenue. The revolution in promoting and selling which Lasker started in the early 1900s has swept across, and beyond,the Western world. Lasker himself, having taken more money … [Continue reading] about Ad Legend Albert Lasker and “Salvaging the Shipwreck”
Here is another ad in the Commonwealth of Puerto Rico Series -- perhaps one of the most effective business development advertising campaigns ever devised. Why Puerto Rico is the most profitable of Omark Industries' 14 plant sites in 5 … [Continue reading] about Ogilvy Ad from Commonwealth of Puerto Rico Series
Why do some ads hit the white hot center of a market and become the control ads remembered years later, while others fall by the wayside? This long running ad from the child psychology market sheds some light. Here's the powerful, yet economic … [Continue reading] about Ads That Command: Defiant Child?
Advertisers sabotage themselves in countless ways. But of all the ways to go wrong, this one is the CAPITAL crime of direct response advertising. And, while it's a crime of omission, it murders sales (and growth) like no other. What is … [Continue reading] about The crimes they commit against their ads
Here's a lead generation ad, or a want ad if you will, from Merrill Lynch during their halcyon days in the early 1970s. Before the era of the vampire squids and the CEOs who detonated century old companies with toxic derivatives, Merrill was a … [Continue reading] about Before banks were synonymous with vampire squids
Seth Godin sold a fair number of books with the title, All Marketers Are Liars. And these days, that's just scratching the surface. It seems no matter which way you turn, there's no shortage of nefarious types willing to prey on good-natured -- … [Continue reading] about Sarah and the Webatronics Tele Scam
Through the lens of 2016, this ad's copy might not be up to snuff. But it wasn't scintillating ad copy that kept Robert Allen's ads and spots going strong for decades. Allen had countless competitors in the "nothing down" real estate market -- … [Continue reading] about Ads That Command: The Outrageous Challenge
"Math Wizard Reveals Amazing Secrets Of Calculating Skills Students shed calculators and pencils with Math Magic." The "Math Magic" course was successful in print for many years and, like the "Total Transformation" campaign, is a great … [Continue reading] about Math Wizard Reveals Amazing Secrets Of Calculating Skills
Whenever I interview a prospective copywriting or consulting client, one of the first questions I usually ask is: "who's this product for?" And more often than I'd like to hear, I get the answer: "it's for everyone." Experience has taught me to … [Continue reading] about Copywriting: Headline Nightmares
Helena Rubinstein came to the United States as a penniless Polish immigrant who went on to build one of the largest cosmetics empires in history. And direct response advertising played a key role in pushing her products at retail stores from coast … [Continue reading] about Wrinkles FEAR Her
How many direct mail packages in the alternative medicine market can boast two decades of mailing? This one, written by Eugene Schwartz and first mailed in 1979, had more stamina than the Energizer Bunny. It finally stopped mailing in the early … [Continue reading] about 20 Year Direct Mail Control: Burn Disease Out Of Your Body