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Sarah and the Webatronics Tele Scam

by 24 Comments

Seth Godin sold a fair number of books with the title, All Marketers Are Liars. And these days, that's just scratching the surface. It seems no matter which way you turn, there's no shortage of nefarious types willing to prey on good-natured -- … [Continue reading] about Sarah and the Webatronics Tele Scam

Filed Under: Blog

Ads That Command: The Outrageous Challenge

by 2 Comments

Through the lens of 2016, this ad's copy might not be up to snuff. But it wasn't scintillating ad copy that kept Robert Allen's ads and spots going strong for decades. Allen had countless competitors in the "nothing down" real estate market -- … [Continue reading] about Ads That Command: The Outrageous Challenge

Filed Under: Direct Response Copywriting Swipe File

Math Wizard Reveals Amazing Secrets Of Calculating Skills

by 1 Comment

"Math Wizard Reveals Amazing Secrets Of Calculating Skills Students  shed  calculators  and  pencils  with  Math  Magic." The "Math Magic" course was successful in print for many years and, like the "Total Transformation" campaign, is a great … [Continue reading] about Math Wizard Reveals Amazing Secrets Of Calculating Skills

Filed Under: Direct Response Copywriting Swipe File

Mail Order Ad by Gene Schwartz’s Copywriting Mentor: Cecil Hoge

by 7 Comments

If you've heard the story of a young Gene Schwartz working one day in the mail room and a few short years later becoming a mail order millionaire, then here is an interesting ad. It was written in 1975 by the man who showed Gene the ropes in the … [Continue reading] about Mail Order Ad by Gene Schwartz’s Copywriting Mentor: Cecil Hoge

Filed Under: Direct Response Copywriting Swipe File

Copywriting: Headline Nightmares

by 18 Comments

Whenever I interview a prospective copywriting or consulting client, one of the first questions I usually ask is: "who's this product for?" And more often than I'd like to hear, I get the answer: "it's for everyone." Experience has taught me to … [Continue reading] about Copywriting: Headline Nightmares

Filed Under: Magic Headlines

Wrinkles FEAR Her

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Helena Rubinstein came to the United States as a penniless Polish immigrant who went on to build one of the largest cosmetics empires in history. And direct response advertising played a key role in pushing her products at retail stores from coast … [Continue reading] about Wrinkles FEAR Her

Filed Under: Direct Response Copywriting Swipe File

20 Year Direct Mail Control: Burn Disease Out Of Your Body

by 5 Comments

How many direct mail packages in the alternative medicine market can boast two decades of mailing? This one, written by Eugene Schwartz and first mailed in 1979, had more stamina than the Energizer Bunny. It finally stopped mailing in the early … [Continue reading] about 20 Year Direct Mail Control: Burn Disease Out Of Your Body

Filed Under: Direct Response Copywriting Swipe File, Eugene Schwartz Copywriting Swipe File

CNBC Replaces Sex

by 3 Comments

The American writer and public intellectual, Gore Vidal, once quipped: "As one gets older, litigation replaces sex." If Vidal had made it to the gym in his later years, he would've switched "litigation" for "CNBC." Let me explain. This … [Continue reading] about CNBC Replaces Sex

Filed Under: Blog

Why “Armageddon Advertising” Sells

by 4 Comments

From 1979-1981, Doug Casey's full page ads proclaiming "the Great Depression of the 1980s" were in newspapers all over America. His book, Crisis Investing, became the bestselling financial book in history, hit  #1 on the New York Times Best Seller … [Continue reading] about Why “Armageddon Advertising” Sells

Filed Under: Direct Response Copywriting Swipe File

The “Billionaire Bonehead” of Direct Mail Marketing

by 5 Comments

"$100 Million Wasted On Ads That Never Pay" was written by Claude Hopkins in 1909. Hopkins was possibly the highest salaried copywriter in history -- he pulled down today's equivalent of $4.5 million a year. There was a reason his boss, Albert … [Continue reading] about The “Billionaire Bonehead” of Direct Mail Marketing

Filed Under: Blog

Mississippi Man Discovers Long Lost Tapes Made By Elvis Presley Before He Became Famous

by 3 Comments

Mississippi Man Discovers Long Lost Tapes Made By Elvis Presley Before He Became Famous! Here's a one-off insertion in the L.A. Times from 1988 that Gary Halbert wrote and published. I don't know of anyone who's ever seen this one … [Continue reading] about Mississippi Man Discovers Long Lost Tapes Made By Elvis Presley Before He Became Famous

Filed Under: Gary Halbert Copywriting Swipe File

Jack3d Article in the New York Times

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Anyone in the alt-health and supplement business can't help but notice the growing trend of wrongful death cases. A few weeks ago, I wrote how Manoj Bhargava, founder of 5-Hour Energy, went on the assault when his company came into the spotlight due … [Continue reading] about Jack3d Article in the New York Times

Filed Under: Blog

Cushioning The Claim

by 4 Comments

$25,000 Dollars For a Few Hours Work Doesn't Seem Fair! This ad had widespread insertions in the early 1980s and was written by one of the most successful operators in the biz-op category, a man named John Chriswell of Sterling Virginia. Even at … [Continue reading] about Cushioning The Claim

Filed Under: Direct Response Copywriting Swipe File

Mystery Monk’s Brand Battle

by 8 Comments

The "mystery monk" got his first taste of energy drink ten years ago at a trade show. From his first sip, he knew he wanted a piece of this market but wasn't ready to take on emerging giant, Red Bull. Nor did he care to share fridge space with Coke … [Continue reading] about Mystery Monk’s Brand Battle

Filed Under: Blog

Killer Campaigns: “The Power of the Printed Word”

by 8 Comments

  In late-2012, I had a client, who was a cold name on my house file, buy six months of my time. Worth it? Yes, but I've gotten a severe case of withdrawal. So, for those who asked why I haven't been posting, I'll be more than making up for it … [Continue reading] about Killer Campaigns: “The Power of the Printed Word”

Filed Under: Direct Response Copywriting Swipe File

From Mail Order Copywriter to Dating Market King

by 10 Comments

If you picked up a magazine or newspaper in the 1970s or 1980s, you would've encountered an ad like this from Eric Weber's Symphony Press. Weber was a timid young advertising copywriter when he decided there had to be a better way to meet … [Continue reading] about From Mail Order Copywriter to Dating Market King

Filed Under: Direct Response Copywriting Swipe File

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