This was a barn burner of a lead generator in the late 1960s and early 1970s with insertions all across the US.
Would the offer for $3,100 tax free cash during a hospital stay appeal to most people reading such an ad today?
Indeed it would since that’s the equivalent in today’s inflation adjusted dollars.
I have no doubt such an ad would make a mint for whoever had the moxie (or memory) to run something similar.
Problem is, for the most part, insurance companies are too sluggish and entrenched in their ways to give this a shot in 2012.
This ad is a timeless masterpiece that could be repurposed in several different areas today.
Notice the pre-head, “New York Times Readers.”
This is lost print ad response booster. Heck, print advertising as a whole is a lost medium today, with very few players who truly know what they’re doing.
(Insurance Lead Gen) $600.00-a-month TAX-FREE CASH WHEN YOU GO TO THE HOSPITAL
Copywriter Kevin Francis says
Thanks for posting this great ad!
What drives it is the great offer and I assume somebody worked out the numbers very closely (hey, I have an actuarial background, what can I say?). Love the way they have answered all the objections e.g. “Np salesman will call etc”.
Lawrence Bernstein says
Hi Kevin, I know of your actuarial background and thanks for the assist with the risk mangmt resources last year. I’ll be posting more that I’ve been “safekeeping.”
Great ad! I’m new to the direct response marketing space. Would an entrepreneur have to own an insurance company in order to build a business around the ads’ notions?