Mere “beauty cream”… from Secaucus, New Jersey… or a high performance serum from Switzerland?
One you can sell for $39… and the other you can stick a zero on the end… maybe two.
If you’ve seen the “Swiss BIO DNA Cellular Regenerative Skin Serum,” then you have a LEG UP on most. [Continue reading]
How is it that two advertisers can both succeed with essentially the SAME headline in the same space of anti-aging with radically different price points? One is a $69 dollar product, while the other is a $20,000+ service (uh sorry, microcylinder … [Continue reading]
I'm still a sucker for self-help products. I've got bookshelves loaded with 'em... from books to DVDs to (I'm dating myself) cassettes and VHS tapes. And of course, there are more than a few direct mail packages laying … [Continue reading]
It's amazing the Sunday newspaper print supplement, Parade, is still being published. Newspaper print in the U.S. is in its last chapter and it's only a matter of time before this standby, founded in 1941, becomes extinct. While flipping … [Continue reading]
Here the British equivalent of the Home Equity Conversion Mortgage (HECM) loan. This lead gen for the Safe Home Income Plans (SHIP) from Stalwart Assurance Company Limited ran in British tabloids in the 1990s. … [Continue reading]
This is a classic OLD SCHOOL direct mail package that's as relevant in 2021, as when it mailed twenty years ago. Perhaps even more so. Take this headline: "A business strategy that may be common as dirt in one industry can have the effect of an … [Continue reading]
It's an upside down concept worth a look. It may have been Paul Michael who was the first to plaster a toll-free phone number at the TOP of his ad, above even the headline. I have helped all these people lose weight... and, I believe I can help … [Continue reading]
Crisis copywriting, fabulous fascinations and legal loopholes that protect the average citizen... from the scoundrels, sharks and charlatans out to rob his money... steal his home... and sue him back into the stone age. Here's one of the … [Continue reading]
Run an ad like this today only if ORANGE is your absolute favorite color. Prison orange. Seriously, there are just too many ways to end up in HOT water with the powers that be if you're loosey-goosey with claims in the weight loss market. You need … [Continue reading]
Here it is, hot off the presses in May of 2021. This alternative health hit packs the best of everything into one package: powerful proof elements galore, blockbuster product blueprints, world class design, BIG promise positioning, bonus overload … [Continue reading]
Here's a long copy double page spread for Strivectin neck cream. Of course, "long" is a relative term in the world of direct response, but since so much anti-aging advertising is in the realm of big brand, image advertising, this is still a model … [Continue reading]
This 1982 print ad for Julian Snyder’s, The Way of the Hunter Warrior: How to Make a Killing in Any Market packs a wallop, especially when combined with this headline. … [Continue reading]
Amazon’s Audible service has disrupted many publishers like Nightingale-Conant. Of course, if you ask me, I’ll take the old school company AND the direct mail package. … [Continue reading]
Would you like to know one of the joys of archiving winning ads, ? Whenever I find an ad like this, that had thousands of insertions from 1962 to 1975, I'm compelled to ask the question: Why was this ad such a SMASH hit? … [Continue reading]
Newspaper print may be on its way out, , but the TECHNIQUE of print will always be with us because human nature is unchanging. Shhhh! Don't tell the transhumanists. Seriously, when you run across a half a MILLION insertions -- from tinytorials … [Continue reading]
Ah, back to enargia. Why do I keep harping on it? Only because some of the biggest mailers in the world use it as their go to creative approach. Just think of enargia like a swimming pool. With enargia, you're painting a picture that's so … [Continue reading]
Whoever thinks swiping is for lesser mortals couldn't be more mistaken. This ad first hit print in 1950 and it hails from the copy titan, Victor Schwab. "How I raised myself from a failure at 29 to become a $250 per day success" Of course, … [Continue reading]
This direct mail package might as well have been written a lifetime ago, instead of the the early to late 2000s, when it mailed heavily. Look at all that's changed. … [Continue reading]
Would you like to see a PERFECT PITCH for a mass market product, in which the promoter lacks any semblance of credentials... yet uses it to his advantage to sell a TON of product? Here's one. … [Continue reading]
Here's a whirlwind, 24-page pitch from my friend, Doberman Dan. This sales letter is an exemplary coaching and consulting promotion almost 10 years after it mailed. Doberman Dan is on a (very) shortlist of marketers and direct response thinkers … [Continue reading]
Here's a beautiful new bookalog from the fine folks at Bottom Line... landing in a mailbox near you in the Spring of 2021. Did you notice there's no question mark after the headline, ? Nothing is a "small thing" in copy, especially with a … [Continue reading]
Felix Dennis said you need a THICK SKIN if you want to get rich. What better place to test this theory than on The Late Show with Stephen Colbert. … [Continue reading]
It was the company built on direct mail marketing and top notch direct response. Alas, they're no more... swallowed up by a multinational with very different plans about the future. … [Continue reading]
Many copywriters like grabbing the spotlight. But never underestimate the power of a good layout and a great designer. It can make all the difference when it comes to copy getting READ. Why is this advertorial laid out like the front page of … [Continue reading]
At the turn of the century, (the 21st!) this frequent mailbox visitor for The Best Kept Secrets of Great Communicators commanded a respectable $197.97 price for a set of CDs. Whether it's from the stage or on a Zoom meet, this is an evergreen … [Continue reading]