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“The kit is identical to one my friend paid a dentist $600 for and actually worked faster”

By

Here’s a textbook teeth whitening ad from the late 1990s and early 2000s.

The before-and-after picture is a hallmark of the weight loss and anti-aging markets. Of course, in a black and white print ad, no one can say it’s not easily photoshopped, but the before and after difference is still stark and effective.

Comtrad Industries (later Techno-Scout), run out of Virginia, was a direct response player on the national level for over a decade. [Continue reading]

Filed Under: Alternative Health Hits, Great Leads, Print Advertising

RIP Brian Keith Voiles

By

Today (March 24, 2023) I got an email from Doberman Dan Gallapoo about the passing of Brian Keith Voiles, who was a much loved colleague to many for 30 years. When I met Brian at Gary Bencivenga's Retirement Seminar almost 18 years ago, I was … [Continue reading]

Filed Under: Crisis Copywriting, Survivalism & Legal

44 Giant Pages of Course Creation Copywriting

By

Advertisers who can drop a quarter million dollars for full page color insertions in Time magazine must know a thing or two. No, we're not talking about pharma advertising here, but solid direct response in education. You've likely seen this … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Education, Fitness, Sports & Self Defense, Mailbox Hits, Religion, Philosophy & History, Self-Help & Wealth Creation, Story Selling

My Copywriting “Blasphemies” Against Eugene Schwartz (Plus “A Used Advertising Book For $900?” and Selling Million Dollar Copywriting Courses)

By

In this possibly convoluted entry, , I'm going to show you the promos which sold several million bucks worth of information products back in the mid-2000s. These straightforward sales letters are among the BEST TEMPLATES I've seen for selling … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Copywriting & Marketing, Dangerous Advertising, Print Advertising

“Which Ad Pulled Better?” (Schwab’s SUAVE Lead Gen Part 1)

By

It's no secret. I've turned into a late in copywriting life super fan of Victor Schwab and his phenomenal advertising for his own agency. And rediscovering this "Which Ad Pulled Better?" series has only bumped it up a notch. Imagine a … [Continue reading]

Filed Under: Business Development, Copywriting & Marketing, Great Leads, Print Advertising

“I Ate Less from the Very First Day!” (The Case of the Disappearing Weight Loss Winner)

By

Here's a winner from the pages of print from 2010-2011 which had hundreds of insertions. … [Continue reading]

Filed Under: Blockbuster Products, Print Advertising, Story Selling, Weight Loss & Diet

“The New Pill for Memory Loss that helps make sure you don’t end up a mental ”vegetable!'”

By

Here's a familiar fear based lead that's mailing in early 2023. It's reminiscent of many recent and distant direct mailings and print ads. "The Great Nursing Home Escape" and “Baby Boomers Now Fear Memory Loss More Than Cancer” are two that … [Continue reading]

Filed Under: Alternative Health Hits, Mailbox Hits, Seniors & Boomers, Story Selling, Supplements

Which Headline Won? “Panics And Crashes… And How You Can Make Money Out Of Them”

By

In 1973, investors not only worried over rampant inflation and the possibility of market collapse, but had to deal with the crushing effects of the 1973 Oil Embargo, including lines that stretched for blocks to fill up their gas tanks. Fifty years … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Financial Favs, Investing & Retirement, Print Advertising

“It’s A Lot of Bull!” (More Contrarian Copywriting!)

By

There's nothing like examining a powerful control from yesteryear (in the light of day, today) and giving it a new lease on life. That's exactly what a long time colleague did with a similar CONTRARIAN copywriting piece. Instead of the old and … [Continue reading]

Filed Under: Alternative Health Hits, Books, Home Study, Info Products & Newsletters, Direct Response Dynamite, USPs & Positioning, Great Leads, Mailbox Hits

Lipstick on a Pig Advertising During the Last Meltdown (“Real Estate Slowdown Triggers Investor Bonanza”)

By

By August of 2007 when this full page lead generation-seminar ad appeared in major market media, the Global Financial Crisis (GFC for short) was already underway. While I've never been a raving fan of the nothing-down real estate market, I've long … [Continue reading]

Filed Under: Crisis Copywriting, Survivalism & Legal, Lead Generation, Print Advertising, Real Estate, Seminars & Workshops

“Will you survive the next crash?” (“Panics & Crashes and How You Can Make Money Out of Them”)

By

It's easy to understand what's going on in early 2023 in the world of money and banking. Just read an ad from 1973. And not just any ad but a SMASH hit during the Oil Embargo of 1973 with off the charts inflation and banks teetering on the … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Fabulous Fascinations, Financial Favs, Investing & Retirement

Down from Canada Came Tales of a Wonderful Heating Pad? (Plus the Exciting Wide World of Health Devices!)

By

Over the years I've admired a particular client who sold a variety of products... from information products to supplements... and from gadgets to high ticket health devices. He has a special knack for identifying and marketing winning health … [Continue reading]

Filed Under: Alternative Health Hits, Food Copy, High Ticket, Origin Marketing Magic, Print Advertising

“Will This Strange Antarctic Squid Solve America’s Memory Crisis?”

By

Here's the latest (March 2023) for Dr. Sears' Omega Rejuvenol. … [Continue reading]

Filed Under: Alternative Health Hits, Print Advertising, Supplements

Testing 1-2-3… Testing 1-2-3 (SVB Collapse Swipes)

By

The Silicon Valley Bank collapse is the topic du jour, but there's nothing novel about bank busts and financial panics. The great Clayton Makepeace extensively treated each in his glorious tabloid magalogs of twenty years ago. But please don't … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Fabulous Fascinations, Financial Favs, Investing & Retirement, Great Leads, Proof Element Powerhouses

The Amazing Advertising Secrets of the Correspondence School… Above the Menswear Shop in Manchester (“Write Your Way To a New Career!”)

By

The UK based Writer's Bureau was the brainchild of Ernest and Susan Metcalfe in the late 1980s. … [Continue reading]

Filed Under: Biz-Op, Books, Home Study, Info Products & Newsletters, Lead Generation, Print Advertising

“Blasphemous” Books and Advertising Headlines?

By

If you talk to many from Gen Z nowadays -- particularly university students -- climate change is almost an article of faith. It's discussed with the matter-of-factness as the morning sunrise and adhered to with the fervor previous generations … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Fabulous Fascinations, Print Advertising

“Do NOT Withdraw a Dime from Your Retirement Without Reading This First”

By

I guess this is the counterpart headline to “Do NOT deposit another dollar in your bank account until you read THIS book!” This lead has a strong track record of winning readership. And Newsmax excels in this much shrunken space of marketing … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Fabulous Fascinations, Financial Favs, Investing & Retirement, Great Leads, Print Advertising

The Winner After a Battle Royale of a Year… (Part 1)

By

When you see the biggest direct response mailers testing with the frequency of mating bunnies during springtime... It forces you to look at your own creative and ask.... "Am I testing as much as I could be?" … [Continue reading]

Filed Under: Alternative Health Hits, Books, Home Study, Info Products & Newsletters, Direct Response Dynamite, USPs & Positioning, Fabulous Fascinations, Seniors & Boomers

Fishing in the Shallow Waters of Newspaper Print in 2023 in the Trading Software Market

By

No one should beat themselves up about not being able to get a "brilliant" ad to work in print nowadays. Especially in a general newspaper publication where the readership for your product or service likely is just not there. And when we're … [Continue reading]

Filed Under: Lead Generation, Trading

Testing at LIGHT Speed… On a Shoestring (“How to Make Yourself Judgement Proof”)

By

When you think of the late, great Ted Nicholas Peterson, what comes to mind first? - Copywriter? - Publisher? - Ultra entrepreneur? - Master at buying media for a fraction of the rate card? He was all of these things, plus a GREAT … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Fabulous Fascinations

“Ronald Reagan Was Elected President of the ‘Titanic'” (Plus: Why “They” Hate Us)

By

Howard Ruff was the man of the hour (or more like the decade in the 80s) in the financial publishing world powered by direct response. This 1981 ad on the now timely topic of inflation hails from Times Books, which Mel Martin was the marquis … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Financial Favs, Investing & Retirement, Print Advertising

“It’s déjà vu all over again.” (WINNING Copy Themes the BIG BOYS Bust Out)

By

I've always been a sucker for dystopian copy themes and this one hits the sweet spot. So as soon as I saw the email promoting this hot new VSL sail into my Inbox... … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Financial Favs, Investing & Retirement, Video Sales Letters & Funnels

“It’s nearly dawn in Washington, DC… a van rumbles up to the White House delivery dock…”

By

Bill Bonner is the undisputed heavyweight champ of enargia in  copywriting. Enargia may not flow off the tip of the tongue, but this word of Greek origin for "vividness," has a great track record for selling, both in direct mail and in … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Education, Great Leads, Print Advertising

MAD March 2023 Magic Subject Lines

By

"Get My New 2023 Survival Guide" (Rude Awakening) "Dear Lawrence, As I reveal here, once Biden Bucks fully rolls out I believe that all hell could break loose. We could see a breakdown of society as riots break out nationwide. … [Continue reading]

Filed Under: Alternative Health Hits, Financial Favs, Investing & Retirement, Magic Subject Lines, Video Sales Letters & Funnels

The Winner After a Battle Royale of a Year… (Part 2)

By

This magalog was the victor after a year of ferocious testing for Second Opinion. Respondents... and heck even most marketers and copywriters... have no idea just how bloody these mailbox gladiatorial games get. So in the spirit of adhering to … [Continue reading]

Filed Under: Alternative Health Hits, Books, Home Study, Info Products & Newsletters, Fabulous Fascinations, Seniors & Boomers, Supplements, Weight Loss & Diet

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Book advertising bonanza

Case Studies in Cash Creation

  • “The kit is identical to one my friend paid a dentist $600 for and actually worked faster”
  • RIP Brian Keith Voiles
  • 44 Giant Pages of Course Creation Copywriting
  • My Copywriting “Blasphemies” Against Eugene Schwartz (Plus “A Used Advertising Book For $900?” and Selling Million Dollar Copywriting Courses)
  • “Which Ad Pulled Better?” (Schwab’s SUAVE Lead Gen Part 1)
  • “I Ate Less from the Very First Day!” (The Case of the Disappearing Weight Loss Winner)
  • “The New Pill for Memory Loss that helps make sure you don’t end up a mental ”vegetable!'”
  • Which Headline Won? “Panics And Crashes… And How You Can Make Money Out Of Them”
  • “It’s A Lot of Bull!” (More Contrarian Copywriting!)
  • Lipstick on a Pig Advertising During the Last Meltdown (“Real Estate Slowdown Triggers Investor Bonanza”)
  • “Will you survive the next crash?” (“Panics & Crashes and How You Can Make Money Out of Them”)
  • Down from Canada Came Tales of a Wonderful Heating Pad? (Plus the Exciting Wide World of Health Devices!)
  • “Will This Strange Antarctic Squid Solve America’s Memory Crisis?”
  • Testing 1-2-3… Testing 1-2-3 (SVB Collapse Swipes)
  • The Amazing Advertising Secrets of the Correspondence School… Above the Menswear Shop in Manchester (“Write Your Way To a New Career!”)
  • “Blasphemous” Books and Advertising Headlines?
  • “Do NOT Withdraw a Dime from Your Retirement Without Reading This First”
  • The Winner After a Battle Royale of a Year… (Part 1)
  • Fishing in the Shallow Waters of Newspaper Print in 2023 in the Trading Software Market
  • Testing at LIGHT Speed… On a Shoestring (“How to Make Yourself Judgement Proof”)
  • “Ronald Reagan Was Elected President of the ‘Titanic'” (Plus: Why “They” Hate Us)
  • “It’s déjà vu all over again.” (WINNING Copy Themes the BIG BOYS Bust Out)
  • “It’s nearly dawn in Washington, DC… a van rumbles up to the White House delivery dock…”
  • MAD March 2023 Magic Subject Lines
  • The Winner After a Battle Royale of a Year… (Part 2)
  • “I showed my 16-year-old daughter how to turn $10,000 into 110,000 in just 12 months…
  • “Amazing Money Making Tales from the World’s Greatest Story Seller” (UPDATED for 2023)
  • Goosing Response With a FREE STUFF Bonus in 2023 and “The Yacht Owner’s Paradox”
  • Subscription Selling Adventures with the Prevention Book Club! (Plus Fabulous Fascinations at the “The Food Pharmacy”)
  • Secrets of APEX Predators… in the Print Ad Jungle of 2023 (Plus Dr. Sears’ “2-Second” RED PILL Secret for Boosting Your Brand in Any Ad)
  • SMASHING “Origin Marketing” Success Story (Featherspring International)
  • Get Ready for the… “YEAR 2000” BOMB:
  • 2010’s Advertorial Avalanche… and “Caveat Venditor!”
  • “Fat Magnets”… Copy Crooks… and a MAGIC Weight Loss Headline
  • Good Grief, Gary! (“An Open Letter To Every Man And Woman In America…”
  • HIGH TICKET Business Development Seminar (And Home Study) Selling from 1995! (PLUS the “Perfect” Pen Name)
  • “Do you run your own business…? Are you responsible for bottom-line profits of any enterprise?”
  • Jay Abraham Super Consultant Package (Textbook Home Study Offer)
  • “Swap this… For this… And Watch this happen…”
  • POWER Proof Elements You Can Take to the Bank… Forever!
  • The Great Heart Bypass Scam
  • America, 2024 (Long Copy Glance 8… Years Into the Future)
  • “Lazy High School Drop-Out Gets $3-Million Dollars While Relaxing in His Bathrobe and Slippers!”
  • “WARP SPEED WEALTH” (A Vintage Internet Marketing Direct Mail Promo)
  • “Letting Your Hair Down” with An Oddball Advertising Insertion
  • “But When Driving, These Sunglasses May Save Your Life!”
  • “The Anti-Terrorist Portfolio” (Post 9/11 Mailbox Hit)
  • “High Above Sea And River Your Own Half-Acre Caribbean Villa Site On Jamaica’s North Coast”
  • Professional Practice Marketing & High Ticket Selling at Its Finest
  • Decades Long DM Control (1-Part Self-Help, 1-Part Biz-Op, 1-Part “the ONE Thing”)
  • SMASHING Objections Your Prospects Don’t Even Know They Have… Yet! (Investment Ad Masterpiece from the COPY OGRE)
  • “Good Cop, Bad Cop” Copy… From the Retail Copywriting Kingdom
  • The “2 Bites at the Apple” Advertorial (“I Too Thought My Love Life Was Over Until I Decided Not to Visit My Doctor”)
  • RED HOT Risk-Free Trial Offer in 2023 (Plus… from “The Fine Print” to Monthly Continuity in Supplement Selling!)
  • “An Open Letter to Somebody at the CIA” (Howard Ruff: Lead Gen Legend!)
  • Drive-Thru Nostalgia and More… Free Stuff for Seniors
  • Only a few will survive and PROSPER from the current economic crisis… will YOU be one of us?
  • Yellow, Dog-Eared Bookalog Triumph! (“The Plague of the Black Debt” and CORRECTION)
  • Play It Again… Gary Ben!
  • “The Vinegar ‘Cures’ just keep on coming”
  • “Last year I was going through a bitter divorce. I needed time to rest, and time to heal. So I only worked one week each month. I made $105,453.83”
  • Caples On Copy
  • “Burn This Letter” (And “Money in the Dark” Direct Mail Marketing)
  • “Global Warming Hoax? New Book Reveals Fact From Fiction…”
  • “We have the men – will you provide the life-boats?”
  • Penny Stock Pitch 2023 (“Lithium Wars: How the Cold War for Green Energy Dominance Could Fuel Your Portfolio)
  • Ogilvy Travel Advertising Triumphs (You’ll start where Americans are welcome when you visit Amsterdam first.)
  • More Fundraising FUN… How the “Distressed Gentlefolk’s Aid Association” Fished for WHALES… In the Ocean of Print
  • “Save $215 on the Ultimate in European Goose Down Bedding”
  • $197 BILLION Investment Manager’s LEGENDARY Lead Gen in 2022
  • “YES. You can increase your creative power.” (BREAKTHROUGH Brands that Keep on Going)
  • “America’s Nightmare Winter” Is Coming! Will You Be Ready? (The Zeitgeist for 2023 in This BOLD Bookalog?)
  • “Why Are Women Being lied to About Their Hair Loss” (Long Copy Direct Response Ads vs. Direct Response Brand Ads)
  • Self-Help SLAM DUNK from Gary Bencivenga & Marty Edelston
  • They Turned OFF Direct Response Advertising… And Now Revlon’s GONE
  • “The DIRTY LOOPHOLE… that lets insurance companies refuse to cover your hospital stay!” (FASCINATIONS Funhouse!)
  • One of the Most Important (100 or So!) Things I Learned at Gary Bencivenga’s Seminar
  • “Dawn of the Entrepreneurial Golden Age”
  • Brazilian Jujitsu Chiro Copywriter’s “TINYTORIALS” Triumph
  • How To AVOID Getting Egg on Your Face As a Copywriter (UPDATED)
  • Power Positioning and a Half Million Ad Insertions (UPDATED)
  • Are you over 55? “It’s All Free for Seniors” UPDATED
  • “The Great Money Bubble: Protect Yourself from the Coming Inflation Storm”
  • “Ogilvy Orchestration” In the Halcyon Days of Merrill Lynch (“How To Speculate in Commodity Futures”)
  • “Defunct Bank Bags Full of Old Money Up For Grabs” (Secrets to “Making Money With Money” in Marketing)
  • “How To Get More Done”
  • The Difference Between Doing $50k a Year in Sales… and $300 MILLION!
  • When “Crazy Bob” Waved His Magic Wand (The Art of the Killer Offer)
  • “X-RAY FILM DO NOT FOLD”
  • “Who’s Burning More Fat?”(Weight Loss Selling Wonders… from the Mailbox Masters)
  • “World’s First ‘Make-Yourself-A-Millionaire’ Kit!” (Schwartz’s Never Ending Oeuvre)
  • “Age-Defying ‘Youth Enzyme’ Multiplies Energy And Keeps You Going All Day Long…”
  • “Night Table Turnaround Books”… You Don’t Even Need to Open… To Profit From
  • Why they gladly pay $39.99 for a book they can get on Amazon for half the price (“Say NO To Nursing Homes”)
  • “I define a recession as when your neighbor loses his job, but a depression is when you lose your job.” (Dave Beck)
  • A.B.A Customer Reactivation (“Biden’s New Billion-Dollar Spending Spree Creates Surprising Inflation Proof Triple-Play Investment Opportunity”)
  • “5 Key Steps to Boost Your Natural Healing Power”

 
 
 
 
 

Which One Won? Coming Soon

 
 
 
 
 
 
 
 

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