“Announcing the ARSENAL
of Alternative-Health Advertising
PLUS in this letter… the Depression-Inflation Survival Plan
for marketers, copywriters and consultants
Dear Marketing Friend,
Will you look back one day and declare… despite all the madness: “2023 was a BREAKTHROUGH year!?”
Forget about inflation, recessions and even depressions.
You need just two things — IDEAS and ACTION.
Let me explain.
No matter your market or industry…
No matter how long you’ve been in business…
No matter what city or country you call home…
We’re ALL in the IDEA business
And no matter what goes down in the in the world economy — including the now endless parade of emergencies (pandemic, climate, energy and war) — it’s important to cleave to this truth…
Marketers are the middlemen between prospects and dreams!
Because you’re never just selling a product or service — your offers bring ORDER to the lives of your prospects and customers — even if just in those moments they inhabit the world of promise and possibility in your ads.
Perhaps, you haven’t yet had your big BREAKTHROUGH.
Or perhaps, you’ve blazed your share of trails and are planning your “last hurrah.”
Whatever the case…
You’ve come to the right place.
And in case you’re wondering…
Why is a dysfunctional recluse like me claiming I can help you?
Let’s give it a whirl.
Who am I?
I’m a direct response addict, advertiser and archivist.
A hopeless bibliophile, history buff, linguistic dilettante, gym rat and dad. The young’uns often rib me about being a boomer. I’m not!
Now a semi-sane teetotaler and a pretty pious (though flawed!) Latin Mass Roman Catholic. I’m 1890 ELO rated in chess and a former governor of the storied Marshall Chess Club in New York City.
I met my future wife at the Marshall late one summer night while having a beer and solving some chess compositions with my friend, Grandmaster William Lombardy, who was Fischer’s coach during the 1972 World Championship against Boris Spassky in Reykjavik, among other accomplishments.
I promptly toppled my bottle of beer on the inlaid chess table within thirty seconds after Anjelina sat down. Interestingly, my parents met in Washington Square Park just three blocks south, so I guess there’s some romantic providence about Greenwich Village where I’m concerned.
I’ve been fortunate to have worked with hundreds of fantastic marketers, copywriters and business builders from around the globe, from value investing billionaires like Norman Rentrop, to serial entrepreneurs and world class health and beauty brand builders like Peter Nicholas… and from founders and copy chiefs of every sized company… to neophyte copywriters, direct marketers and veteran entrepreneurs, who’ve just discovered the raw POWER of direct response.
I’m still captivated by all facets of direct response, but particularly the old school of direct mail and print. I’ve invested over a million bucks on subscriptions and products to keep my name (and aliases!) seeded on direct mail lists.
Enough about me, mon ami… here’s what it’s all about.
You’ve heard of lifetime customer value?
“Customer A” might be worth only a hundred bucks, while “Customer B” may spend a million or more over a lifetime of doing business with you.
And thanks to the MAGIC of the Internet… there are no boundaries when it comes to acquiring customers… whether it’s a neighbor on the other side of the freeway… or a billionaire in Bonn.
One thing’s for sure.
You DON’T market to these customers the same way.
But guess what?
Just as marketers, copywriters and consultants everywhere recognize the importance of lifetime customer value… there’s a lesser known, yet equally VITAL concept. It’s…
The lifetime value of good ideas!
That’s exactly why I built the “ARSENAL of Alternative Health Advertising.”
But you don’t just need GOOD ideas….you need…
BLOCKBUSTER IDEAS… that changed the course of business and copywriting!
There’s no better example than “Better than Botox?”
It’s one of the rare 5-STAR rated entries in the 107 ad…. “ARSENAL of Alternative Health Advertising.”