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Direct Response Copywriting Swipe File

Who Else Wants This Headline Template Put to Sleep?

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Who Else Wants?I haven’t run into a recent print ad sporting a “Who Else Wants?” headline in a long time. Maybe there’s a reason for that.

Online however, it seems like most offers for yesterday’s obsolete doohickey come today’s big launch, embrace this headline as their sole method of attack.

It’s origin supposedly comes from: “Who Else Wants a Screen Star Figure?” I haven’t been able to find the original ad.

The idea behind it is the power of social proof. Everyone else is doing it. Why not you?

Undoubtedly, it worked well in this 47 year old Wall Street Journal ad which had numerous insertions. This ad combined the social proof trigger with a laser honed, qualifying sub-head.

But now it’s time to put it to rest.

This headline is so overused that instead of grabbing attention, it repels it. By definition, if most marketing messages look the same, they cannot be effective.

The good news is even the Neanderthal marketers who mindlessly swipe each other don’t have to evolve to hike response. Not much anyway.

All they need are some new headline templates.

Let’s use Mel Martin’s brilliant and “unknown in 2007” approach.

With it, we can transform the Neanderthal version into a fresh and more powerful approach.

Neanderthal version:

Who else wants more website traffic?

New approach (based on Mel Martin):

For website owners who are almost (but not quite) satisfied with their traffic volume — and can’t figure out how to get more:

What I like about Mel Martin’s headline is it strikes a chord that almost everyone feels. Things are okay but whatever it is that can make them better is somehow eluding us.

I’m doing some split tests with Mel’s headlines right now and they are kicking tail.

Filed Under: Direct Response Copywriting Swipe File

How Marketers Can Profit from the U.S. Currency Collapse

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“Most Of What You Have Will Be Wiped Out In the Coming Currency Collapse — Unless You’re Ready For It”

Hits you right between the eyes, doesn’t it?

It seems like every few years, an economist comes out with a book predicting
the mother of all depressions.

When nothing remotely close to the dark scenario happens — and often just
the opposite — the mere mention of the author’s name triggers a laugh track.

And like the boy who cried Y2K wolf, his credibility is permanently maimed.

Maybe there’s something to it this time.

Though the ad above was written in 1980, it paints a fundamentally accurate
picture of the economic mess in the United States in 2007.

Our currency is at a 15 year low against a basket of six currencies.

  • $2.04 to buy a British pound. Two star London hotel bills now strike
    terror in most American travelers’ hearts.
  • $1.42 to buy a Eurodollar. You could buy a Euro for 89 cents in 2000.
  • And the capper…the Canadian dollar is now worth more than our
    greenback. Something not seen for over 30 years.

Yes, the Dow is at an all time high thanks largely to the recent (and
reckless) interest rate cut but it wouldn’t take much to unhinge the U.S
economy.

  • $100 per barrel oil. (Not out of the question.)
  • A freeze up of consumer spending over the Holidays
  • Countries with exchange rates fixed to the US dollar switching to the
    Euro
  • Ditto for OPEC
  • A fresh and larger wave of mortgage defaults

Hopefully, we won’t be selling special reports on “How to Start
Your Own Street Corner Apple Selling Empire.” But if a 2 billion pound run by
panicked depositors can happen at a British bank in the same month as America’s
largest mortgage lender was inches away from going under, then anything is
possible.

How marketers can profit from the U.S. Currency Collapse

For marketers in the United States.

Raise your prices.

When could be a better time? The products we keep selling at the same price
point in U.S dollars have gotten a heck of a lot cheaper in pounds, Euros and
Canadian dollars. Sure, these products are paper and ink or bits and bytes with
far higher margins than leather handbags. But nine out of ten marketers pay
almost no attention to pricing strategies even in tranquil economic cycles.

Online, pay-per-click advertising makes it ridiculously easy to price test.
You can set up an ad to run in the UK only and split the traffic between two
pages with different prices. Since the pound is worth so much more than our
dollar, there is a lot of leeway for testing.

American marketers need to understand that a $500 dollar sale of an
information product only amounts to a few rounds at the pub with some friends.
It’s just a couple of quid.

More importantly, marketers need to get over the anxiety of a customer
flagging them for buying a product at a higher price and then seeing the same
product at a lower price. In the rare event when this does come up, the remedy
is simple: explain that you are price testing, refund the difference and add a
premium or bonus to keep them content.

By not price testing, you’re flying blind.

Add more products to your product line.

There’s never been a better time to be an entrepreneur.

When mass layoffs and downsizing are shackling the wallets of everyone
around, an innovative info marketer can always count on waking up to new orders
from Sydney, Singapore and Stockholm.

More products equal more revenue.

For marketers outside the United States

Look for unexploited opportunities.

If you can identify successful US products with static pricing, instead of
becoming an affiliate, buy a lot of ten or twenty units at a steeply reduced
price. This takes the sting off shipping and boosts your margin. You’ve now
greased the slide for customers in your home country since shipping is domestic
and drastically lower.

Set up some AdWords campaigns to run exclusively in your country and bump up
the product price. The weak dollar now becomes your ally and you may realize
profits of 50% or more beyond your investment.

Several years ago, I took my last thousand dollars and did exactly this (with
a British publisher)…getting a 500% return in sixty days.


“Most Of What You Have Will Be Wiped Out In the Coming Currency Collapse —
Unless You’re Ready For It”


Filed Under: Blog, Direct Response Copywriting Swipe File

Gary Halbert Ad #11 “How To Make Money With Your Credit Cards”

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Gary Halbert How to Make Money With Your Credit CardsHere’s an ad typical of Gary Halbert’s work in the mid-1970’s.

Two give aways these are Halbert’s ads are the North Canton, Ohio address and the name of the company: Good News Publishing.

Matching the success of the “Coat of Arms” letter was a hard act to follow yet Gary wrote over a dozen space ads which were published in multiple big market newspapers.

One of them — “How to Collect Social Security At Any Age” — netted close to $800 thousand before it ran dry.

“How To Make Money With Your Credit Cards”

“TheGaryHalbertLetter.com” The greatest copywriting newsletter archive on the planet!

Filed Under: Gary Halbert Copywriting Swipe File

Ben Suarez Ad: “Fountain of Youth Discovered By Little Known Civilization 2300 Years Ago”

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Ben Suarez AdHere’s a long copy ad from Gary Halbert’s most successful student, Ben Suarez, around 1977.

Sorry for the eye strain. This is the best I could come up with for a low resolution jpg file.

Little has changed with Suarez Corporation Industries’ copy approach in 30 years.

They’re a $100 million plus per year company through mastery of direct mail and their characteristic dense copy display ads.

They are Claude Hopkins, old school all the way.

“Fountain of Youth Discovered By Little Known Civilization 2300 Years Ago”

Filed Under: Direct Response Copywriting Swipe File

John Caples Ads #4-5: Famous Artists School and Famous Writers School

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We're Looking for People Who Like to DrawHere are two of the longest running space ads of the last fifty years.

Perhaps you’ve even seen some of the tiny (1/8 page) yet high converting ads featuring Norman Rockwell with the headline: “We’re Looking For People Who Like to Draw…Free Art Talent Test.”

I can’t say with metaphysical certainty that John Caples wrote these two mega successful lead generation ads but it would be a fair bet.

Here’s why.

The Famous Artists School was a client of BBDO in the 50’s and 60’s where John Caples was the franchise player. Caples was not only a copywriting legend but actively writing ads.

Caples was also part of the faculty of The Famous Writers School, a spin off of the tried and tested Famous Artists School.

No one tell me the idea for Agora’s “American Writers and Artists Institute” wasn’t swiped here.

Famous Writers School

Copy from…Announcing: Famous Writers School

“Advertising writing — You observe the results of years of experience and the expenditure of billions of dollars in planning and writing advertising campaigns for some of America’s largest corporations. Every copy style and all major advertising mediums are covered: newspapers, magazine, radio, television, direct mail, mail order. You acquire an understanding of how an agency functions as well as how it solves the problems which face its advertising clients.”

Send for Famous Writers Talent Test

“To help find people with an aptitude for witting that is worth developing, the twelve famous writers have created a revealing test to show you whether you should think seriously about professional training. If you do have this aptitude we will tell you so. If you don’t, we will frankly tell you that, too. After your test has been graded without charge by a professional writer on our staff, it will be returned to you.”

Famous Artists School Ad

Famous Writers School Ad

Filed Under: Direct Response Copywriting Swipe File

Eugene Schwartz Ad #67: “From 4 Packs a Day to Zero In 4 Hours!”

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http://www.infomarketingblog.com/images/Eugene_Schwartz_Stop_Smoking_AdHere’s an ad for quitting smoking written by Gene Schwartz in 1975.

32 years later this is a much quieter market in the United States.

But imagine taking this approach to Russia or China where tobacco use is stratospheric and direct response advertising is still a wide open highway.

Have you ever seen a stronger testimonial then the one Gene puts front and center in this ad?

If You Read Nothing Else, Read This:

“In this book, the millions of Americans who want to stop smoking have a sound plan, based on medical and scientific experience and research. The re-learning approach, on which this is based, has already proved effective for thousand of ex-smokers. Every cigarette smoker who wants to quit could be helped enormously by following the advice in this excellent book.”

American Cancer Society, Luther L. Terry M.D., former U.S. Surgeon General

From 4 Packs a Day to Zero In 4 Hours!

Filed Under: Eugene Schwartz Copywriting Swipe File

From Lowly Self Publisher to Best Selling Author…Through Space Ads

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Robert Ringer AdRobert Ringer is not a “touchy-feely” kind of guy. You either appreciate him or you don’t.

For some reason, I resisted reading his book, “Winning Through Intimidation,” for some time. Fortunately, I finally tackled it a few years ago and found just one of the many concepts he elaborates to be easily worth 1000 times the price of the book.

He calls this concept “the mutual attorney to attorney respect rule.”

And while attorneys are not most peoples’ favorite topic of conversation, his idea is not about needlessly enriching them but giving yourself the best chance to come out on top in any business transaction.

Ringer advocates no matter how trivial or “in the bag” a transaction my appear, always have your attorney by your side when the other side has theirs…or even when they don’t. Additionally, your attorney should always be the one who writes the contracts even if the other side is General Electric and the fee to draw it up makes you cringe.

The temptation for the small business owner is to acquiesce and save a couple of bucks on legal fees by letting the other side create the documents. But when the documents are yours, you not only avoid many hidden pitfalls, you are the one who sets the agenda.

“Winning Through Intimidation” is squarely on my list of favorite business books.

Turn back the clock 33 years and Robert Ringer was a fledgling self-publisher nobody had ever heard of. He faced the perennial question most people do at the start of their careers which is:

How to get going?

Here is one of the initial space ads he wrote which got the flywheel moving and shortly thereafter landed him on the bestseller list.

Ringer calls his adversing approach “perception preceding reality.”

I found his ad cliched and heavy handed yet brilliant.

It’s one of the best examples I’ve ever seen of a self-publisher making a rapid breakthrough via space advertising.

Here’s a large image of “What’s All the Commotion About?”

Filed Under: Direct Response Copywriting Swipe File

The Case Against Swipe Files

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The Secret Of The AgesThere’s a small but vocal segment of direct marketers who say you shouldn’t waste time creating advertising.

You should just horde a bunch of successful copywriting templates, expropriate them and plug in your details.

It must be a popular message because the same copywriting teachers keep at it year after year.

The problem with this superficial approach is it may work occasionally but not over the long haul.

Every product or service is unique and deserves a dedicated and original approach. Sure, you can model successful elements of other ads but wholesale hijacking of someone else’s work is lowbrow and amateurish.

Additionally, assuming you can correctly identify a winning ad in the first place, the market may well reject your ad if it’s perceived as overly derivative. Many advertisers have had their heads handed to them trying to ride on the back of an originator’s successful campaign.

This whole strategy renders swipe files worthless.

But there’s a deeper and far more profitable use of swipefiles…beyond the mere parroting of ad copy. And with it you can…

Successfully Harness Million Dollar IDEAS

As an example, take Robert Collier’s little known ad: Yours Free..A Gift from the Richest Man in the World.

This ad, written fully 30 years before “The Secret,” shows once again there’s nothing new under the sun. But my point has nothing to do with new age thinking, the secret or the content of Robert Collier’s book, strangely titled, “The Secret of the Ages.”

It’s how an aging genius of an adman leverages off the reputation of the wealthiest man in the world.

When you begin to read this ad, you’re immediately confronted with some powerful reason why advertising. Here’s this dynamite secret and the reason it’s being let out of the bag is because the author won’t be long for this world. And he’s generous enough to share it because he wants you, the reader, to apply it so he’s charging $20 for it. He thinks if you invest money in it, you may actually do something with it. Remind yourself of this the next time you find yourself giving free advice.

The two most powerful levers in life are other people and other people’s money and Collier gets a two for one in this ad… thanks to Jean Paul Getty.

This isn’t just another one of those cases in which the premium (J.P.’s book, “The Golden Age”) is as appealing as the main product itself. It’s a calculated strategy by Robert Collier to link himself and his book to the front man, Getty.

Whatever it cost Collier to obtain the rights to J.P. Getty’s book, it was a stroke of genius.

Without it the headline collapeses.

“Yours Free, A Gift from the Wealthiest Man in the World, The Late J. Paul Getty”

becomes…

Yours For $20, A Book By An Aged, Northern New Jersey Adman, Robert Collier

I wish I could tell you how this ad campaign turned out but I have no idea. I am trying to find some more ad insertions. All I know is I owe a debt of gratitude to Robert Collier for passing along this elegant idea.

Filed Under: Direct Response Copywriting Swipe File

David Ogilvy On Long Copy

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How To Create Industrial Advertising That SellsThe debate about the effectiveness of long copy verses short copy seems like it could rage on for another century.

In part, it’s fueled by those with a vested interest in promoting long copy. They refuse to admit that sometimes when you have a widget for sale, the best approach is to write a three word ad: “widget for sale.”

And if you market online, you’ll notice the effectiveness of the long scrolling sales letter has taken a nose dive. All you have to do is look at your web metrics and you’ll notice visitors fleeing these pages in droves.

So what’s the answer?

Creating shorter landing pages that look more like “space ads” than direct mail letters is one approach.

Most important is creating irresistible, low cost front end products or self-liquidating offers that allow you to capture the postal address of your prospects. Once you have this, no spam filter can block your message and your long form sales letter has infinitely more power when it’s in your prospects’ hands verses the fleeting moments it’s on their screens.

As you know by now, the answer to the long copy verses short question is it depends on your market, offer, product and list. And testing is the only way to know.

Here, in my view, is the best and most succinct explanation about the merits of long copy written 33 years ago by David Ogilvy.

From: “How To Create Industrial Advertising That Sells”

Ogilvy & Mather answers a common question about long copy

Ogilvy & Mather has prepared many industrial advertisements with very long copy. Yet readership research shows that the vast majority of the readers of any advertisement never get beyond the headline.

Since so few people read the copy at all why does Ogilvy & Mather recommend long copy so often?

The answer is that those relatively few people who read the copy are prospects for your product or your service.

If you aren’t in the market for a product you are unlikely to read an advertisement for it, no matter how long or short the copy. (Most readers of the Wall Street Journal have little interest in industrial advertising or Ogilvy & Mather. Chances are they haven’t read this far.)

But real prospects — especially industrial prospects responsible for spending large sums — are hungry for information. Research shows that industrial advertisements with really long copy actually tend to get read more throughly then advertisements with shorter copy.

You might be able to sell a candy bar with very short copy but you could never make a case for buying a Cessna Citation in a handful of words.

Here is a large version of: How to Create Industrial Advertising That Sells.

Filed Under: Ogilvy & Mather Direct Swipe File

Ogilvy & Mather’s House Ads: The Ultimate Swipeable Ads for Freelancers

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David Ogivy Ad #9Here’s what David Ogilvy says of the famous “house ads” run by Ogilvy and Mather in the 60’s and 70’s:

“Left alone, copywriters write ads to impress other copywriters, and art directors make layouts to impress other art directors.

The purpose of my ads was to project the agency as knowing more about advertising. You may argue that this strategy was ill-advised, knowledge being no guarantee of “creativity.” But at least it was unique, because no other agency could have run such advertisements — they lacked the required knowledge.

My ads not only promised useful information, they provided it. And they worked — in many countries. ”

Direct Response Advertising That Sells

Ogilvy and Mather’s House Ads Are the Ultimate Swipeable Ads for the
‘
Whale Hunting’ Freelancer Today

David Ogilvy took maximum advantage of his first job in the States as a pollster with Gallup to create mammoth ads that landed whale-sized clients.

After reading one of these ads, you’re left feeling there couldn’t possibly be another agency on the planet that can hold a candle to Ogilvy and Mather.

Sure, there were excellent house ads by other agencies — like Sackheim & Co. and Schwab and Beatty — created long before these, but they paled in comparison to the boldness of Ogilvy’s ads. Ogilvy crammed so much information, statistics and test results into these ads that they were a tour de force in print.

How To Launch New ProductsFrom a direct response marketer’s or freelancer’s point of view, the later ads by O&M aren’t of interest. David Ogilvy had faded into the background and O&M drifted from the direct response bedrock that defined their success. They looked like any other Madison Avenue agency.

Interestingly, Foote, Cone and Belding successfully used this approach in a joint advertising venture with the “Wall Street Journal” several years after O&M stopped running these magnificent house ads.

Gary Bencivenga also penned a memorable John L. Sullivan style challenge in the mold of Ogilvy and Mather’s house ads while copy chief of Dan Rosenthal’s ad agency.

How Does a Freelancer Use These Ads Today?

How to Create Financial Advertising that SellsIf you’ve got the appetite for swallowing a whale, the O&M house ads need to be in your swipe file. Model these ads and use the startling power of online databases as your research department.

It doesn’t matter if you’re a one man shop. It’s the boldness of the approach that counts and the perception that you’re the ultimate advertising authority.

With some judicious use of outsourcing that you’ve vetted before you go to print and you’re ready to land a whale. Don’t forget to aggressively pursue remnant or distressed ad space to make this an ultra-low cost undertaking.

Here is a large verison of: How to Create Industrial Advertising That Sells.

The famous House Ads of Ogilvy and Mather:

  • How David Ogilvy Can Make Even Better Television Commercials (1964)
  • How To Make Successful Television Commercials (1974)
  • Ogilvy & Mather Reports on Its First Year (April 1967)
  • Ogilvy & Mather Reports on a Most Successful Year (April 1968)
  • Ogilvy & Mather Reports on Its Most Successful Year to Date (April 1969)
  • Ogilvy & Mather Reports on Its Most Profitable Year (April 1970)
  • How To Create Industrial Advertising That Sells (November 1974)
  • How To Create Advertising That Sells (1972)
  • How to Launch New Products (1973)
  • How to Create Financial Advertising that Sells (1974)
  • Direct Response Advertising Can Increase Your Sales and Profits (1974)
  • Ogilvy Orchestration: What today’s advertisers should expect from their agencies (1985)
  • David Ogilvy: I believe that the purpose of everything we do should be this – to improve our services to our clients (1984)
  • Ogilvy is on the Move (1989)

Filed Under: Ogilvy & Mather Direct Swipe File

How To Judo Flip Skepticism and Disbelief In Your Headline

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Some advertising claims are so hard to swallow that their headlines – instead of being an “ad for the ad” – just give readers an excuse to bail out the moment after they’re read.

We’re not talking about unschooled business owners, where “advertiser B” ups “advertiser A’s” promise of losing 12 pounds in a weekend instead of 9.

No, what we’re referring to is the average reader’s reaction to a claim like: ending a lifetime of pain in an afternoon. Or ordering shellfish by mail order. Claims which on their face are far easier to dismiss than believe.

Try to persuade someone with a standard “benefit headline” that there’s a simple $19 shoe insert that’ll vanquish years of excruciating foot or ankle pain and you’ll chase prospects away faster than a firework does a flock of pigeons.

It doesn’t matter how accurate the claim. It’s what your prospects believe that counts.

 Without Belief…There’s No Sale

Featherspring

Take the position of your prospect. Become the doubting Thomas your prospect is. There’s no better place to attack their objection than by raising it yourself in the headline.

Yes, it takes some guts.

The tendency is to make the big promise, tell about all the great benefits and overcome the awkward objection in the fine print. But a lot of prospects flee before you get a chance.

Here are a few examples:

 

  • “Crazy as it Sounds, Shares of This Tiny R&D Company, Selling for $2 Today, Could be Worth as Much as $100 in the Not-Too-Distant Future.” This clever ad writer is acknowledging disbelief in the headline. He knows that without it, you’ll say “yeah right, another pumped up stock pitch” and move on.
  • “Who Ever Heard of 17,000 Blooms from a Single Plant?” Eugene Schwartz wrote this ad in 1958 and it cleared the shelves of plant nurseries from coast-to-coast. “Who’s ever heard of this before?” sides with the skeptical reader and acknowledges this is a stretch to believe.
  • “If I told you that I can end a lifetime of foot pain instantly, you probably wouldn’t believe me.” Harvey Rothschild of Featherspring International knows his market. And like a master judo practitioner, he absorbs this natural skeptical energy and then channels it in a positive direction toward the sale. His product and his claim demand that he do this instead of the usual ducking for cover.

“They Thought I Was Crazy to Ship Live Maine Lobsters As Far As 1,800 Miles from the Ocean” immediately addresses the objection to lobsters for sale by mail order which someone would still have in 2007 — 50 years later.

But the ad writer goes on to raise every single objection you could have for not buying Maine lobsters by mail and overcomes them all.

He uses a folksy me-to-you style of copy, tells you that you can actually steam the lobsters in the container they’re shipped in without getting your hands dirty, and offers a full money back guarantee.

Of course, he explains the re-icing process that happens when the lobsters are shipped by 1st Class Railway Express. He also cleverly uses specificity by prominently mentioning his 18,685 delighted customers. And then he gives you a choice of which package to order. There’s no “yes” or “no” option. It’s take your pick of four seafood feasts.

Filed Under: Direct Response Copywriting Swipe File

Max Sackheim’s 40 Year Control Ad: “Do You Make These Mistakes In English?”

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How to use the best pulling headline in the history of direct response advertising to boost your response

For over 40 years it was completely immune to control beaters yet any advertiser can channel its psychology with equal power today

Do You Make These Mistakes?

Maxwell Sackheim may have written it over 80 years ago, yet it continues to wield tremendous power to this day. No direct response ad ever came close to its four decade plus staying power.

Even the Olympian copywriter, Gary Bencivenga, pulled this headline out of his file in the 1995 ad: “Do You Make These Mistakes in Job Interviews?”

Exactly what accounts for its stunning success?

It’s the word: “these.”

By itself, the word “these” is rather harmless looking. Paired with the word “mistakes” it creates a vortex that sucks the reader into the body copy.

You’ve got to find out what these mistakes are. Since the advertiser knows which specific mistakes, he must know the answers as well. And if he’s got the answers, then he must be an authority.

The word “these” in this veteran ad is a textbook example of a headline proof mechanism. Claims are a dime a dozen but linking powerful proof to a claim in your headline magnifies the pulling power of your ad exponentially.

All this subtle yet potent psychology begins to work on the reader before her eyes read the first word of body copy.

The combination of authority and curiosity work forcefully together. And almost any advertiser can harness this power. Some examples:

  • Do You Make These Mistakes in Estate Planning?
  • Do You Make These Mistakes in Direct Marketing?
  • Do You Make These Mistakes Choosing Vitamins?

You get the idea.

Of course, there are limitations here.

Don’t expect to beat an A-list writer’s control-package headline by swiping, no matter how successful the original. Nevertheless, this strategy can be tremendously successful for 95% of everyday advertisers. You can also try this when a headline isn’t performing or when you want to breathe new life into an old and tired ad.

Notice the great subheads Max Sackheim uses, the powerful benefits you’ll get from taking the course, and the promise of almost instant results. Everything works together like an ensemble as all great ads do.

Maxwell Sackheim

It’s interesting to note that Sackheim took many earlier swings at the plate for this client with only ordinary results. Once he got the right headline, no ad writer on the planet could conquer it for an astonishing four decades.

Here’s and enlarged version of “Do You Make These Mistakes In English?”

Filed Under: Direct Response Copywriting Swipe File

“Why Some People Almost Always Make Money In The Stock Market”

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http://www.infomarketingblog.com/images/Why_Some_People_Almost_Always_Make_Money_In_The_Stock_Market_ThumbNearly decade long running space ad for Gerald Loeb’s book: “The Battle for Investment Survival.”

One of the most successful ads in the investment markets.

Here is a large image of: “Why Some People Almost Always Make Money In The Stock Market.”

Filed Under: Direct Response Copywriting Swipe File

Eugene Schwartz Ads in the Childhood Education Market

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How to Turn Your Child Into A Classroom WizardWhat happens when the world’s most successful direct response copywriter does an “internship” educating underprivileged kids in New York City’s Harlem?

Why, some of the winingest ads ever written in the childhood education market.

Gene was so passionate about methods of learning and educating children that he left the comfort of his Park Avenue apartment several times a week and traveled three miles north to Harlem while pioneering a pet program. That program sought to bridge the vast divide which separated black kids in Harlem from their wealthy, white counterparts in Gene’s neighborhood.

It had a lifelong impact on the lives of many of these children.

Gene, of course applied the same learning strategies at home with his son, Michael who went on to have a bright career on Wall Street, thanks to the mathematics and physics workouts by his dad’s side. (See photo in: “How to Turn Your Child Into a Classroom Wizard.”)

[Read more…] about Eugene Schwartz Ads in the Childhood Education Market

Filed Under: Eugene Schwartz Copywriting Swipe File

Bud Weckesser: Master of Case Study Marketing

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Ernest Weckesser may not be a household name in direct response marketing but few have had such long-running, profit pulling ads in so many publications.

His ads in the opportunity market are exemplary and few copywriters (past or present) come close to his level of mastery.

Weckesser was a professor at Purdue University when he got bit by the mail order bug. He started by placing classified ads for a report on how to brew your own beer at home.

This quickly turned into the multi-million dollar per year earning company, Green Tree Press.

After Joe Karbo’s “Lazy Man’s Way to Riches,” Weckesser’s ads for the research publication, “Network,” are probably the most successful and longest running in the biz op market.

[Read more…] about Bud Weckesser: Master of Case Study Marketing

Filed Under: Direct Response Copywriting Swipe File

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