The headline: "Fortunately, most Investors think like losers. That's how people like me get rich." The photo: A smug, smiling Julian Snyder straddles his limo, across the street from the New York Stock Exchange. It takes no more than two seconds … [Continue reading] about The Way of The Hunter-Warrior: Julian M. Snyder (Investment Ad #44)
Five Disturbing Facts About Loudspeakers
"Five disturbing facts..." was a widely inserted display ad from the early 1970's, created by Richard Calderhead's ad agency, Calderhead Jackson. Though the agency, as its client, was only a few years from extinction at the time this ad ran, this … [Continue reading] about Five Disturbing Facts About Loudspeakers
Mail Order Magnate Paul Michael
Paul Michael was one of the major mail order players from the 1960s-1980s after a stellar start at Greystone Press. Among other things, he pioneered the "lift letter." I just dug up a few of his brilliant promotions and an article about him from the … [Continue reading] about Mail Order Magnate Paul Michael
Financial Direct Mail That Sells
If you had to sum up just one rule of successful financial direct mail marketing, this would be a candidate: "[People] walk around with their umbilical cords in hand, looking for a place to plug them in." As a copywriter and marketer, I always try … [Continue reading] about Financial Direct Mail That Sells
The Magic Lantern: Financial Advertising That Sells
Last year, I had the chance to talk to former Ogilvy & Mather CEO, Ken Roman, after the release of his outstanding biography on David Ogilvy. One of the things we discussed was the extraordinary series of print ads that Ogilvy & Mather … [Continue reading] about The Magic Lantern: Financial Advertising That Sells
6 Rules: How To Write an Order Form
So, what makes a great order form? I've got three words for you. Last things first. Lots of copywriters tackle the sales letter first. Some start by writing pages of bullets and culling the best for the headline. Others prefer building … [Continue reading] about 6 Rules: How To Write an Order Form
The Power Concept In Copy
What's the power concept in copywriting? Why do you need it? And how's it different from a hook? We'll get to that in a minute, soldier. For now, just know the ad you're looking at and its back story will make it all clear. Upon approving this … [Continue reading] about The Power Concept In Copy
$50 Thousand In Free Publicity And The “Mystery Briefcase”
Here's a free publicity case study I've been meaning to post for a while. Years ago, when I first heard marketing consultant, Jay Abraham, talk about getting control of a marketing asset you don't posses, I understood the concept but didn’t have … [Continue reading] about $50 Thousand In Free Publicity And The “Mystery Briefcase”
The Costco Confidence Index
"Consumer confidence is the degree of optimism on the state of the economy that consumers are expressing through their activities of saving and spending. This confidence is measured by the U.S. Consumer Confidence Index (CCI). In the United States, … [Continue reading] about The Costco Confidence Index
How To Make Your Own German-Style Lager Beer For Only 12 Cents A Bottle!
Bud Weckesser was easily one of the most versatile direct response copywriters of all time -- equally gifted at writing ads in biz-op, weight loss, self-publishing or how to reports like: "How To Make Your Own German-Style Lager Beer For Only 12 … [Continue reading] about How To Make Your Own German-Style Lager Beer For Only 12 Cents A Bottle!
Chairman Mao Wants You To Be Rich!
If you live in the U.S. and have ever acted on a hot stock tip, chances are you receive your fair share of pump and dump stock promotions. These are the kind of mail pieces that trumpet everything from obscure small cap companies, touting the latest … [Continue reading] about Chairman Mao Wants You To Be Rich!
Stupid Ad Agencies
Many direct response copywriters look at agency people as scared, pseudo-practitioners hiding out in their cushy offices and insulated from the real world results of their craft by layers of decision insurance. I'll admit the level of direct … [Continue reading] about Stupid Ad Agencies
Atrocious Copy…Right Appeal
If you've ever wondered how sales letters with atrocious copy can mail multiple times, you're not alone. This direct mail letter, "How To Legally Rob Slot Machines In Any Casino," mailed frequently around 2005. While the copy looks pathetic to the … [Continue reading] about Atrocious Copy…Right Appeal
Doctor Reports New “Miracle” Diet Cures Arthritis
Here's a Gene Schwartz ad published in 1981 for Giraud W. Campbell's A Doctor's Proven New Home Cure for Arthritis. From the marketer's vantage point, the arthritis market is an evergreen one and Schwartz's take on it (and everything) is … [Continue reading] about Doctor Reports New “Miracle” Diet Cures Arthritis
Fundrasing Ad: Back From The Dead
This 3,232 2-page spread for the World Wildlife Fund was published in July, 1979 and was created by Ogilvy & Mather. Like anything O&M did in this period, this is an exemplary ad in this category. Ogilvy mentions it in the chapter, Wanted: A … [Continue reading] about Fundrasing Ad: Back From The Dead
7 Breakthrough Info Marketing Offers And How To Create Your Own
A visit to Rome last month sparked an idea for writing a report on creating breakthrough information products. Here’s how it happened. I met up with an American friend who’s been living in Italy for the last few years. He manages several modestly … [Continue reading] about 7 Breakthrough Info Marketing Offers And How To Create Your Own