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Eugene Schwartz Ad #9: “Why Models Stay Young Till Sixty” (Beauty & Rejuvenation Swipe File)

by 5 Comments

Why Models Stay YoungWhat 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.”

Filed Under: Eugene Schwartz Copywriting Swipe File

Reader Interactions

Comments

  1. Oleda Baker says

    June 11, 2010 at 5:42 am

    Yes and at age 75 I’m STILL going strong with copy. See http://www.oleda.com. Gene Schwarty and I were partners in business until he had his stroke…he taught me so very much. Oleda Baker

  2. admin says

    June 11, 2010 at 7:27 am

    Wow, thanks, Oleada. You’re an inspiration.

    Regs,
    Lawrence

  3. oleda baker says

    April 27, 2011 at 7:42 pm

    @admin
    Hello Lawrence,
    Give me your mailing address and I’ll send a copy of my new book. Want to do a “Gene Schwartz” ad as a partner? Oleda
    http://www.oleda.com http://www.oledaart.com

  4. Lawrence Bernstein says

    April 28, 2011 at 8:40 am

    My address is at the bottom of this page.

  5. Suzanne Joyce says

    July 13, 2012 at 8:58 pm

    @Oleda Baker: Oleda, I have admired you for a long time. I used your self face lift book until the pages fell apart. Everyone tells me that I don’t look my age. Thank you for your love to help women everywhere with your tried and true knowledge and research on beauty.
    Regards, Suzanne

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