Direct Response Copywriting Swipe File

This is a 4-page Christmas advertising spread from Marshall Field from 1950.

Growing up in and around New York City, I recall what a big deal the department store windows were around Christmas time.

Fascinating and nostalgic advertising in the per-Internet days and respondents to this ad could order a booklet with the story about the Marshall Field Christmas windows.

Click on the image to download the PDF.

There is great excitement in Wonderland these days now that the Uncle Mistletoe windows are open along State Street. Many of the animals have roles in the Mistletoe adventure staged there and all the other Wonderland folks are coming downtown (on Uncle’s magic rug, of course) to see the windows.

“Why, this is more fun than being on the stage,” exclaimed Obediah Pig the other day.

“It is being on the stage,” declared Michael O’Hare.

“That’s right,” said Uncle Mistletoe, “and we’ve got all those children to entertain and they’re the most wonderful audience in the world.”

Edward Bear, who had been sitting to one side, spoke up, “This is the most exciting adventure you’ve ever had, Uncle Mistletoe. I hope every boy and girl can get to see what happens.”

“You are right, Edward Bear,” said Michael O’Hare. “This year’s adventure is really exciting. It’s called, ‘A Party for Santa,’ and it’s all about a surprise that Aunt Holly and Uncle Mistletoe plan for the old gentleman when he finishes his trip around the world.”

Here’s a half-page vertical insertion for How to Survive a Nuclear Disaster — apropos for today’s apocalypse foretold in the Mayan calendar.

Don’t wait until Doomsday…

You can protect yourself and your family NOW!

The first authoritative reference of its kind ever published! Featuring recently “declassified  information plus new, never before-revealed scientific data.

Three Mile Island was no fluke… a nuclear accident could occur at anytime. With no notice …What would you do? Where would you go? How can your family survive the terrible heat—the fallout— the radiation? Experts predict that 20-165 million Americans would die in an all out attack and according to a study published by the Office of Technology Assessment 12-33 million would be injured.

You owe it to your loved ones to be prepared!

You don’t have to be rich to survive… just prepared! Now, for the first time, this life-saving handbook for every American tells you HOW. In it, you’ll discover the probability of a nuclear disaster in your region… the most likely civilian and military targets in case of attack… the likelihood of survival… what precautions you can take… how to stockpile food, water, medical supplies…what post-attack life will be like, and how to endure and function in the new environment. But don’t wait until it’s too late. Your family’s very life could be in your hands RIGHT NOW!

The ads for SilkSkin in the 1980s-1990s were part of a long running campaign in the beauty and cosmetics markets.

What made them so memorable?

The ads were fronted by Hollywood make-up artist, Bob Sidell, who worked on the sets of some of the most recognized television programs of that era.

The ad on the left was a long running print control which had its first insertion in 1986, followed by roll-out in 1987.

If you substituted today’s TV shows for the ones in this ad, you’d have yourself a respectable insertion.

Though this campaign wasn’t the first to rely heavily on the make-up artist angle, it took it further than any advertiser had previously in print.

Flashforward to 2012 and the same concept can be seen in the TV spots for Luminess Air, the airbrush make-up system.

Good demo for Luminess Air — a little sedate but apropos for the target demographic.

Jason Lucas—Legendary Fishing Editor of Sports Afield Magazine—Reveals How To

Catch More Bass and Bigger Bass

…Return to the Dock Loaded with Bass—Even on Days Other Fishermen Keep Coming Back “Skunked”

How would you like the inside tips, the know-how tricks, the quick, simple techniques that mean more bass more often, more sporting fun from each bass caught, more sure fishing pleasure every day of your fishing life? How would you like down to earth, practical, plain word, man-to-man answers for just about any bass situation you may ever encounter? How would you like the kind of brass tacks information which must lead to your catching more fish?

“Miraculous” Catches From
 Knowledge of Bass and Their Ways

Reports keep coming in of astonishing increases in catches caused by fishermen simply following the tips of Jason Lucas. Of veteran fishermen getting bass of a size and in numbers that before seemed impossible. Of beginners learning more of the fine points of the game in one season than some old timers in fifty.

How would you like to know the right method that brought a phenomenal catch in the spot that the wrong method with the same lure failed to produce even a weak strike? Or what to do in the boat before even starring to fish to jump your fish catching chances?