Here’s an ad Ted Nicholas wrote 20 years ago for Howard Shenson’s book, the “Complete Guide to Consulting Success.”
Ted has probably conducted more split run tests and knows more about space advertising than just about anyone in direct response marketing. For my part, I must’ve purchased just about everything he’s put out.
Ted’s copy is timeless. Notice how Ted masterfully breaks down the consulting process into fast reading and captivating bullet lists. Pay heed here: for many informational offers, a bullet list often outpulls blocks of dense ad copy. Look to Mel Martin’s copy for Boardroom and Bud Weckesser’s for Green Tree Press for further examples.
Ted whets your appetite throughout the ad, rounds out the bulleted lists with a juicy quote from the L.A. Times, tosses in an irresistible bonus and then closes with an unprecedented money back guarantee.
As direct marketers, we all know what the mark of a great ad is — after reading it, you place an order. I found a few copies of it left on Amazon.com while Ted is replenishing his supply.