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GREAT Financial Lead that Reaches through Time… (And sounding the trumpet LOUD and often!)

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Financial advertising that SELLS!

“Ignore this sober warning, and you may as well take your savings … your retirement – and your very financial security – and KISS THEM GOOD-BYE.

On the other hand, if you HEED the warning in these pages and ACT on the advice I offer you in this urgent report, not only will you have plenty of time to insulate your wealth… [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Financial Favs, Investing & Retirement, Mailbox Hits, Proof Element Powerhouses

This 9-Letter Word Turned a Potential Best Seller… Into a Remainder Bin Book

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Here's a press ad from the late 1970s that addresses a market laden with PAIN. The ad is FULL of promise and is a textbook self-help ad in many ways. The book seems to have all the trappings of a "survival guide" for divorcees. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Print Advertising, Self-Help & Wealth Creation

“One Weird Trick” for REVIVING “Clickbait” Subject Lines That SELL!

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Let's hop in a capsule and head back in time a decade to the "underbelly" of direct response around 2010. And let's explore one headline-subject line in particular. Yes, I'm talking about the "One Weird Trick" that was the topic of both … [Continue reading]

Filed Under: Magic Subject Lines

“Weird Herb Shocks Doctors…”

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Even by 2018, the legion of supplement ads that dominated newspaper print just a decade earlier began to wither. After the covid carnage hit in early 2020 and clobbered the small remainder of newsstand sales, supplement insertions tanked. … [Continue reading]

Filed Under: Advertorials, Alternative Health Hits, Blockbuster Products, Great Leads, Print Advertising, Supplements

“I need to pee 10 times a day, and it’s like a leaky faucet”

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Here's one of those classic prospect driven or "prospect parlance" headlines that cuts right to the chase. As opposed to a testimonial headline, a "prospect parlance" headline SOUNDS like it came right from the mouth of a bonafide prospect, in … [Continue reading]

Filed Under: Alternative Health Hits, Mailbox Hits, Supplements

“The Side Effects EPIDEMIC”

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There was a time before big pharma was inviolate, when it was common to shine a spotlight on the horrible side effects often connected with prescription medication. No one was better than Clayton Makepeeace when it came to PROSPECT DRIVEN copy … [Continue reading]

Filed Under: Alternative Health Hits, Books, Home Study, Info Products & Newsletters, Great Leads, Mailbox Hits

How To Turn a “1-Page Catalog” Into An Advice Column Advertorial

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This is a supplements seller and pain relief marketer to watch! And if I had to wager, by the time the principals of this company are ready to turn it over to an acquirer... it will sell for over $50 million, possibly much more because they do … [Continue reading]

Filed Under: Advertorials, Alternative Health Hits, Print Advertising, Supplements

20 Years And Counting… for THIS Anti-Aging Headline (And the POWER of the Question Mark)

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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]

Filed Under: Beauty & Anti-Aging, Great Leads, Print Advertising, Supplements

Scintillating Makepeace INFLATION Piece (Retirement RED ALERT!)

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What's the ULTIMATE advertising approach for getting your prospect out of inertia and getting him to take ACTION? Surely, the PROSPECT DRIVEN approach is near the top of the list. What's the prospect driven lead? … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Financial Favs, Investing & Retirement, Seniors & Boomers

“How You Can Get Super Rich In Commercial Real Estate”

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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]

Filed Under: Biz-Op, Print Advertising, Real Estate, Seminars & Workshops, Story Selling

12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans

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No supplements for sale in this 1,971 word epic. This weight loss ad lasted the equivalent of several lifetimes (from 1992-2004) at a time when outrageous claims dripped off the page of almost every diet ad. This one is different. What are … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Great Leads, Weight Loss & Diet

How to Turn Small Caliber Bullets into BIG Sales

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The world at large calls them bullets because of the typographical symbol or glyph which resembles... well, ammunition. I think the direct response world is split between calling them fascinations and bullets, at least in the English … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Fabulous Fascinations, Great Leads, Print Advertising, Proof Element Powerhouses, Supplements

Monster Eye Health Magalog

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Supplement selling doesn't get much better than this 24-page magalog mailing in April 2022. This promo has it all: - Killer copy - Lovely layouts - Packed proof elements - Fantastic fascinations - And captivating bonus reports to … [Continue reading]

Filed Under: Alternative Health Hits, Blockbuster Products, Supplements

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

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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

Draw the Pirate (And the Short Film Lauded by Gary Bencivenga)

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Way back in Bullet 21, Gary Bencivenga lauded an hysterical short film that captured the spirit of a piece of direct response history: the correspondence course from Art Instruction Schools, Inc. This unassuming ad was the launchpad for a … [Continue reading]

Filed Under: Continuity Selling: Subscriptions, Alerts & Memberships, Print Advertising

Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year

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You may not know his name, but if you ever picked up a newspaper or magazine ANYWHERE in English speaking North America from the 1990s through the 2000s... you saw his ads. His insertions ran in Parade, USA Today, AARP Bulletin, Globe, Christian … [Continue reading]

Filed Under: Uncategorized

They Climbed “the Everest of Self-Help Mail Order Copy” (Develop a memory so powerful, you’re like a human computer!)

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The 1980s through the early 2000s were a golden age for direct mail in the area of self-help. And Nightingale-Conant stood atop the Everest of the mail order world. Here is one dynamite memory improvement package. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Mailbox Hits, Origin Marketing Magic, Self-Help & Wealth Creation

Age Erasers for Women… Age Erasers for Men

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I just can't conceal my gushing admiration for Rodale Books in the 1990s. The company had dynamite titles that still command attention decades later. And Rodale worked with some of the finest copywriters on the planet. There's a VALUABLE … [Continue reading]

Filed Under: Alternative Health Hits, Beauty & Anti-Aging, Books, Home Study, Info Products & Newsletters, Fabulous Fascinations, Print Advertising

The Great Reset “Conspiracy Theory” and FORBIDDEN Direct Mail Leads

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Well I guess we won't be seeing this theme any time soon in a liberal newsletter publication. Oh, wait a minute. There aren't any I know of. Just like there aren't many paid newsletter subscribers under the age of 50... or many female newsletter … [Continue reading]

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

“Travel* Free As An Air Courier” (90’s Info Marketing Greatest Hit)

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Here's another info marketing marvel from Allison Cork and Carnell Ltd. Cork had enormous talent for scouting hot topics and using solid copy to SELL her numerous books and reports. Granted such travel "info arbitrage" is a thing of the past … [Continue reading]

Filed Under: Save Money & Rebates

“Can a magazine accelerate you toward great success?”

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Insurance magnate, self-help evangelist and financial backer of Napoleon Hill, W. Clement Stone, launched Success Unlimited Magazine in 1954. It was a later incarnation of Orison Swett Marden's Success founded in 1897. Great display ads for … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Print Advertising, Self-Help & Wealth Creation

Event Marketing MAGIC Case Study… Once Every 76 Years!

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Marketers everywhere should learn everything they can about EVERGREEN ideas and products. Because not everyone relishes constantly coming up with new products, marketing and ad copy. These magnificent ads from the 1980s weren't so unique for … [Continue reading]

Filed Under: Coins, currency & collectibles, Direct Response Dynamite, USPs & Positioning, Great Leads, Print Advertising

Why Some Women Will Pay Almost Anything… IF Your Beauty Product Has These 2 Things (Latest 2022 Print Ads)

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20 years on and we're STILL influenced by the IMPACT of this ad AND the product it promotes. After all, how many products can boast a $135 price point for six ounces of serum, right out of the gate. It's been a long journey for this off-label … [Continue reading]

Filed Under: Beauty & Anti-Aging, High Ticket, Print Advertising

“The Biology of Empowerment: How to Program Yourself to Success at a Cellular Level”

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"- In Great Britain, a young boy astounds the medical community by almost completely reversing the physical effects of a congenital disease for which there is no known cure - without pharmaceuticals of any kind. - In Brazil, a film crew captures … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Mailbox Hits, Self-Help & Wealth Creation

From $180 Million in Sales… to a Bright Orange Jump Suit… And 20 Years in the Slammer

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The world of direct response has always had its bad neighborhoods. They'll always be with us, just like major cities have their red light districts and other assorted vice ridden nabes. … [Continue reading]

Filed Under: Dangerous Advertising

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Case Studies in Cash Creation

  • GREAT Financial Lead that Reaches through Time… (And sounding the trumpet LOUD and often!)
  • This 9-Letter Word Turned a Potential Best Seller… Into a Remainder Bin Book
  • “One Weird Trick” for REVIVING “Clickbait” Subject Lines That SELL!
  • “Weird Herb Shocks Doctors…”
  • “I need to pee 10 times a day, and it’s like a leaky faucet”
  • “The Side Effects EPIDEMIC”
  • How To Turn a “1-Page Catalog” Into An Advice Column Advertorial
  • 20 Years And Counting… for THIS Anti-Aging Headline (And the POWER of the Question Mark)
  • Scintillating Makepeace INFLATION Piece (Retirement RED ALERT!)
  • “How You Can Get Super Rich In Commercial Real Estate”
  • 12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans
  • How to Turn Small Caliber Bullets into BIG Sales
  • Monster Eye Health Magalog
  • “It’s nearly dawn in Washington, DC… a van rumbles up to the White House delivery dock…”
  • Draw the Pirate (And the Short Film Lauded by Gary Bencivenga)
  • Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year
  • They Climbed “the Everest of Self-Help Mail Order Copy” (Develop a memory so powerful, you’re like a human computer!)
  • Age Erasers for Women… Age Erasers for Men
  • The Great Reset “Conspiracy Theory” and FORBIDDEN Direct Mail Leads
  • “Travel* Free As An Air Courier” (90’s Info Marketing Greatest Hit)
  • “Can a magazine accelerate you toward great success?”
  • Event Marketing MAGIC Case Study… Once Every 76 Years!
  • Why Some Women Will Pay Almost Anything… IF Your Beauty Product Has These 2 Things (Latest 2022 Print Ads)
  • “The Biology of Empowerment: How to Program Yourself to Success at a Cellular Level”
  • From $180 Million in Sales… to a Bright Orange Jump Suit… And 20 Years in the Slammer
  • What Are We REALLY Selling? (The Secret of 20-Inch Arms)
  • Professional Practice Marketing & High Ticket Selling at Its Finest
  • A Proof Element With STREET CRED… Selling Germ Warfare Reports… and Offer OVERLOAD
  • “Bulletproof Paychecks Mailed To You Like Clockwork For Doing Nothing”
  • Why Most “One-Pill-Wonder” Supplement Sellers FAIL… and How a Few Get Fabulously RICH
  • A BALLSY Textbox and FORBIDDEN Copy Theme… We’ll Be Seeing a LOT More Of… Soon-ish
  • Copy That TRANSCENDS the Product for Sale Part 2 (“Your Silver Passport to Travel the World”)
  • In Memory of a Marketing Legend (Joe Sugarman 1938-2022)
  • More Fundraising FUN… How the “Distressed Gentlefolk’s Aid Association” Fished for WHALES… In the Ocean of Print
  • “Tomorrow I’m shooting four beautiful models… and I’m being paid $400.00 to do it.”
  • “The death of courses?” My @$$! (112-Year Marketer Calls BUNK on “the Gurus”)
  • Saggy Jowels? Plastic Surgeon Says: “Throw Away Your Moisturizers And Do This Instead.”
  • Attack of the Killer TINYTORIALS
  • “Designer Clothes At Giveaway Prices” (Under the Radar British Female PHENOM)
  • “The International Man”… Still Going Strong After FOUR DECADES
  • “This is the advertising job you thought you’d never see advertised”
  • “KILLERS!”
  • Selling PAIN PILLS to Boomers and Seniors
  • “28 Surprising Facts That Are Contrary to Popular Belief” (More “Pushing the Premium” to Sell the Subscription)
  • PHANTOM Copywriting Comparisons & Mathematically Impossible Claims (Blunders Even the Pros Commit)
  • “Frankly, dear public, you are being robbed. This may be put crudely, but at least it is clear.”
  • Classic “Using the Premium to Push the Subscription” Selling
  • “Slim your body by using your mind!”
  • Crypto’s Next Trillion Dollar Coin
  • A Supplements Guarantee… You Can Take to the BANK!
  • “How to Build a Fortune That’s Impervious to the Stock Market”
  • Promise + Proof = Profits
  • Is This the Single Best Biz-Op (And Pitch!) in the HISTORY of Internet Marketing?
  • I Like This Headline… Too Bad No One Else Did
  • “The Greatest Trick This BLOCKBUSTER Biz-Op Ever Pulled Was…
  • Evergreen Money Machines and Book Club Bonanzas (“Is Your Junk Now Worth a Small Fortune?”)
  • Magic Subject Lines (INFLATION)
  • TINY TWEAK Transforms “Typecast” Promoter’s Product Into A Triumph
  • Strange Ads That Sell (One Part Mea Culpa, One Part Hyperbole… One UNUSUAL Bodybuilding Ad)
  • One of the HOTTEST Alt-Health Headlines of the 2000s… (Selling Prospects on the Product AND the Brand)
  • Weight Loss “Time Capsule”
  • Secrets of GREAT Product (And Company!) Names In Direct Response… and the “ONE WORD” License to PRINT MONEY
  • Making the Complex, Simple in Direct Response (Calculus Is the Exploration of Just Two Basic Ideas. Master Them and Open Up a New World for Yourself!)
  • First Commandment Violations and Marketing! (“J’ai ecrit au médium Rene Karsenty, sans trop y croire… et 3 semaines apres J’obtiens 28,000 $)
  • Main Street Advertising Angles that Wrangle RESPONSE!
  • The Power of Demonstration… During a SEISMIC WAVE of Demand
  • The Kind of Direct Mail Marketing that Created a $195 MILLION PAYDAY
  • “Found: 1,600-Year-Old Roman Gladiator Coins”
  • $20 Million Book Bonanza (Multi-Channel Sales Madness)
  • “If you’re not sure you need life insurance, please read my letter…”
  • “Dawn of the Entrepreneurial Golden Age”
  • (Book Advertising in 2022) “FREE Plus Shipping” and Lead Magnets that Land Response
  • 3 Words in This Headline Did More HEAVY Lifting Than Entire Sales Letters
  • Origin Marketing Masterpiece… and the “Churchill Curse”
  • “Had ENOUGH?”
  • “ROOTBLAST” (Product Names that ROCK Response for Decades)
  • A Hidden GEM of An Advertorial for an UNUSUAL Product (10th Year Running)
  • Total Gym (#2 Infomercial for Long From DRTV Spots January 2022)
  • Killer Customer Acquisition and An Unstoppable Pain Relief Offer
  • “The Millionaire’s Secret”
  • “How to Save $19,899,901”
  • The Newsletter Launch Package… That Landed a Half Million Customers (UPDATED)
  • INFLATION DEFENSE!
  • “How to Scheme Your Way to Profit” Part 1 Info Marketers Who Make Millions (WITHOUT an Original Idea)
  • The “Money Saving” Category of Direct Response (Ready to SOAR in 2022)
  • A Million Dollar FINDER’S FEE for Connecting the Dots… And Knowing How to Sell!
  • Concept Over Copy (No!No! Hair and High Priced Gadgets)
  • “Rebuild Your Knees And Joints From The Inside Out With This New Knee Candy”
  • “National Bankruptcy and financial chaos are here.” (INFLATION Marketing à la Mode)
  • Copy That Brings Dignity to “Embarrassing” Categories (Men’s Health)
  • The ULTIMATE Dining Club Offer (The Anti-Groupon)
  • “I Got Revenge By Taking 15 Years Of Wrinkles Off My Face”
  • $995 a Year Newsletter Proves a “Perfect Pitch”
  • Do People Still Purchase Health Info Products in 2022?
  • From RED HOT Lead Gen that Rocked Response in the Silver Market… to a 3,300 Word Double Page Spread (Dan Rosenthal Dynamite)
  • “Dr. Oz Show Features Research On New ‘Anti-Aging’ Secret”
  • 2022 Mailbox Marvel Keeps On Collecting Response (“One-Pill Blood Flow Wonder…”)

 
 
 
 
 

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