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 Way to Beauty, Slenderness and Glowing Health” which eventually sold over 60,000 copies with the help of Gene Schwartz’s pen.
The caption beneath her photo is very effective. “This is an unretouched photo of 39 year old Oleda Baker, author of this eye opening new guide.”
Later versions of this ad capitalized on this even more by putting her exact age…year, month and day into each ad.
It worked so well, Gene went into the cosmetics business with Oleda Baker. So well in fact that she’s using the same positioning 34 years later.
Here’s the full sized ad.
Interestingly, her husband was the adman who came up with the line: “Let your fingers do the walking.”