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The Case Against Swipe Files

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There'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 … [Continue reading] about The Case Against Swipe Files

Filed Under: Direct Response Copywriting Swipe File

How To Choose a Good Public Domain Project

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I have to preface this post by stating that I am not a lawyer and therefore can't offer legal advice. Additionally, you need Stephen Fishman's excellent book on Public Domain on your bookshelf before you go diving into the Public Domain … [Continue reading] about How To Choose a Good Public Domain Project

Filed Under: Public Domain Product Creation

50 FREE Public Domain Books in Advertising and Marketing

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Within a few weeks, I'll be launching a site called "Public Domain Kingdom." It is not something which has been revealed in any course before and has been my secret weapon for the last four years. There are literally millions of pages of content … [Continue reading] about 50 FREE Public Domain Books in Advertising and Marketing

Filed Under: Public Domain Product Creation

David Ogilvy On Long Copy

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The 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 … [Continue reading] about David Ogilvy On Long Copy

Filed Under: Ogilvy & Mather Direct Swipe File

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

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Here'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 … [Continue reading] about Ogilvy & Mather’s House Ads: The Ultimate Swipeable Ads for Freelancers

Filed Under: Ogilvy & Mather Direct Swipe File

Jott.com: Your FREE 24-7 Transcription Service

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My friend, Art, just let me in on one of the most useful productivity tools and (for right now) it's completely free. The only snag is it's not available outside of the United States and Canada. It's called Jott.com and here's how it … [Continue reading] about Jott.com: Your FREE 24-7 Transcription Service

Filed Under: Uncategorized

30 Hours of FREE Ipod Food (Business and Marketing)

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I oughta get some more music on my Ipod but that hardly happens. That's because right now, an Ipod loaded with business and marketing seminars, lectures and talks is as essential to me as air, food and water. Running on a treadmill for an hour … [Continue reading] about 30 Hours of FREE Ipod Food (Business and Marketing)

Filed Under: Blog

Using a Home Equity Line of Credit to Short Your Mortgage Lender

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Most direct marketers sneer at the Neanderthal direct mail approach of mortgage companies here in the States. And hardly a day goes by we don't get a refinance offer or line of credit offer in the mail. Their approach has been nothing short of … [Continue reading] about Using a Home Equity Line of Credit to Short Your Mortgage Lender

Filed Under: Blog

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 … [Continue reading] about How To Judo Flip Skepticism and Disbelief In Your Headline

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 … [Continue reading] about Max Sackheim’s 40 Year Control Ad: “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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Nearly 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 … [Continue reading] about “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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What 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 … [Continue reading] about Eugene Schwartz Ads in the Childhood Education Market

Filed Under: Eugene Schwartz Copywriting Swipe File

My Story…at Gary Bencivenga’s One and Only Bencivenga 100 Seminar

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Imagine a direct marketing/copywriting seminar from a parallel dimension. Not a single nauseating pitch or pitchman during the whole two-day event. Nothing for sale even if you wanted it. Alsatian wine and even champagne are served with a … [Continue reading] about My Story…at Gary Bencivenga’s One and Only Bencivenga 100 Seminar

Filed Under: Blog

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 … [Continue reading] about Bud Weckesser: Master of Case Study Marketing

Filed Under: Direct Response Copywriting Swipe File

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