Here’s another one from the fine folks at Pacific Coast Coin Exchange and the eternal financial copywriting force Dan Rosenthal.
I couldn’t help but invoke this powerful two-word sub-head in all caps and with an exclam: INFLATION DEFENSE! [Continue reading]
Ogilvy famously said: “Originality is the most dangerous word in the advertiser's lexicon." Perhaps that's doubly true in the information product world. I'd love to get back just a fraction of the dollars (and time!) squandered on brilliant ideas … [Continue reading]
Link corrected. Everyone knows the everyday markets of direct response: health & wealth, self-help, beauty and biz-op. But this is a GIANT category that shares something in common with each, yet is a category unto itself. And it's … [Continue reading]
Last year (February of 2021) I had a conversation with a marketer/product developer who's in his eighth (8th!) decade in the marketing game. Not Joe Sugarman! He ran into someone who had a factory filled with product he couldn't move... because he … [Continue reading]
This product's high water market was somewhere in the 2010s, yet it still sells today for around $250. In the world of beauty products pushed with short form spots on DRTV, online display and print, that's no pauper's price. … [Continue reading]
Gummies continue to soar in popularity in the supplements world. They're eye catching, easy to swallow and seem more like candy than they do dietary supplements. They also have the benefit of faster consumption by consumers meaning supplement … [Continue reading]
Here's a current package (January 2022) mailing from one of the stalwarts of direct mail marketing and newsletter publishing. INFLATION as a topic (and opportunity, think inflation defense) is only heating up and this package treats it thoroughly, … [Continue reading]
Not every general copywriter can handle every single category of copy he encounters. Some writers have a weak stomach when it comes to certain markets. Mine happens to be men's health... and there are others. The product name, "Men's Liberty" … [Continue reading]
Everyone likes a deal. That's the basis for Groupon's growth by leaps and bounds after its founding in 2008. But you know what consumers don't like? They don't like being treated as second class citizens when they redeem a Groupon offer. … [Continue reading]
Doctor Bud Weckesser made this advertising lead commonplace over three decades ago. And if I had to pick just ONE underutilized advertising approach, it would be story selling and especially the REVENGE motif. You can talk about the "science of … [Continue reading]
UPDATE: January 2022. I'm still mesmerized by the power of this evergreen financial pitch. And hailing from Gary Bencivenga, how could it be anything but a perfect pitch? You won't find any fancy graphic design or embellishments here. Heck, … [Continue reading]
Why would anyone pay $32 for a prostate health book when he could easily round up most of the information for free via websites like: - Mayo Clinic - Web MD - Medline Plus And HUNDREDS more medical and health websites dotting the Internet? … [Continue reading]
This financial lead generation took the world of print by storm in 1974. I'm virtually certain it's the work of copywriting legend, Dan Rosenthal. This 330 word ad to the left was so successful at sucking out red hot leads in the silver market … [Continue reading]
Here's one of the near countless full page insertions that built the anti-aging empire founded by the Utah triumvirate behind Klein Becker, Bremmen Labs, Basic Research, Generix Labs and about a dozen more corporate entities. Their products, … [Continue reading]
You can learn more from one powerhouse direct mail package than you can from reams of theory. And this superb supplements magalog from Dr. Sinatra is a perfect example. It's fresh off the press in early 2022 and alternative health copywriting … [Continue reading]
Advertising legend, John Caples, was the first to compile the most powerful appeals in advertising. Near the top of this list is FREEDOM. And this appeal is front and center in the HOT insertion that runs week after week for the portable, … [Continue reading]
Recently one day, I stumbled across this remarkable print ad and asked myself the question: "How'd this ad get into my possession?" Then it hit me. Surely, this full page ad was no "mere mortal" ad. I reached for the 520-page transcript from … [Continue reading]
It's hard to excel upon the book advertising Rodale Press churned out in the 1990s. The most striking thing about Rodale ads a quarter century later is both the products AND the advertising seem just as relevant today. The evergreen title The … [Continue reading]
I've done my share of tours in the anti-aging market and have seen (and written) almost every advertising lead out there. To the outsider, a claim like "... Takes 10 Years Off Your Face in Just 10 Minutes" sounds fanciful to the point of … [Continue reading]
Here's the 2022 "faux issue" magalog from Harvard Health. Harvard Health, which carries the Harvard Medical School name (coat of arms and all) is little different from most other alternative health marketers when it comes to the mechanics of … [Continue reading]
What do advertising and martial arts have in common? A lot actually. The world of general advertising is still largely clueless about sales. Many advertisers never make an offer or ask for the sale -- they have no idea whether their ad's been … [Continue reading]
I've shared quite a few emails over the years with this eternally young brand of one. Mostly about "Schwartzy," as she likes to call him... a.k.a. Eugene Schwartz. Like a lot of overly ambitious entrepreneurs who get into the self-punishing … [Continue reading]
I've just gotten a terrible fright! New Year's Eve is a mere 8 weeks from the time of this update on December 16, 2021. Break out the self-help and personal improvement campaigns for 2022. And when it comes to selling self-help, business … [Continue reading]
How often do you see a full fledged real estate investment pitch like this in the New York Times? This ad was on fire in the Wild West of workshops in real estate investing and had thousands of insertions. … [Continue reading]
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]