A former client once shared with me how he boasted about his new “magic” product to Professor Weckesser. While he was midway through listing the numerous benefits, Weckesser cut him off and said: “That’s all wonderful, but how are you going to sell it!?” [Read more…]
Corporate Advertising That Sells and High Level Lead Gen
This ad’s been running in Bloomberg Businessweek, among other publications, throughout 2018.
It’s textbook lead generation ad for HIGH value transactions. [Read more…]
Reclusive Billion Dollar Marketer Is BACK
To be fair he never left but he certainly downsized his marketing and operations.
And who can blame him?
When you take a group of companies from $50 million to $350 million in a little over the span of a year, you’re entitled to kick back.
Who’s this mystery man? [Read more…]
Magic Subject Lines for December 2018
I’ve missed a few installments due to travel far from my cactus patch in the Southwest US.
It’s nice to get out on the open ocean when you’re usually landlocked, or desert locked in my case.
Here’s a quote for the ages from an advertising legend. [Read more…]
WINNING Direct Response Theme in 2018-2019
Here it is.
It’s taking names and kicking backside right now.
And with all the vigorous testing you’ll see in this one, you’ll have no doubt of its success. [Read more…]
Pentagon Insider Strikes Again
Direct mail has always been this giant’s mainstay.
But that doesn’t mean they ignore print either. [Read more…]
The Number 1 Investment of 2019 (December 2018 DM Package)
Forget crypto currency pitches.
Forget marijuana millionaire promos.
We’re going to be seeing a LOT of this theme in the years to come. [Read more…]
Surprise “Gift” from Donald J. Trump (Winter 2018 DM Package)
When you look at direct mail consistently, you begin to notice the patterns of winning packages.
Heading into 2019, prospects are all the savvier, competition all the stiffer, and it takes a BIG idea to wrest your market’s attention. [Read more…]
“H-Bomb on Paper” Response Booster
It’s no exaggeration. This response booster’s got the power of an H-Bomb.
It’s a response booster ANY advertiser can use… no matter your market… no matter your industry.
What’s its secret?
It’s simple.
Before you can capture response, you need READERSHIP (or viewership).
And this response booster delivers it in SPADES. [Read more…]
The Day Jay Abraham Called Me…
A while back, Jay Abraham called me to propose a deal and he had a laugh when I reminded him of this story.
Several years ago, I was waiting on line to check into a hotel. The man in front of me was being helped by the hotel clerk.
She asked him, “what’s your name?”
“Jay Abraham,” he answered.
“How do you spell that?” [Read more…]
Magic Subject Lines for the Weeks of November 12th & 19th
I’m a YUGE fan of this kind of subject line: “Read this Before Monday”
“Why must I read this before Monday?” I used to think.
You’ve got to OPEN it to find out!
Dow Theory Forecasts had a similar zinger of a headline that ran by the thousands in the 1960s and 1970s. [Read more…]
The Amazing Sex Secret of a Shameless Swiper
Are you ever amazed by how certain combinations of words wield power over others… power to get them to do things… power to make them buy?
It’s healthy for those of us who write copy to never lose our fascination with these magic combinations of words.
And it’s thanks to such a combo of words from a proven headline that this men’s health ad is TAKING OFF. [Read more…]
Kooky Cures, Crazy Combos… and Curious Contradictions in Copy
Some alternative health packages seem “perfect” in every respect.
They tout the most respected “powers that be,” have impeccable proof elements and do everything by the A-Lister’s book.
I remember when this perfect DM package hit my mailbox in 2007. It’s stacked with more proof elements then the post office has stamps and it was the perfect pitch for a blockbuster supplement.
But there’s another school of alt-health copy you oughta have a look at.
It’s laden with kooky cures, crazy combos… and curious contradictions.
All of these magalogs have one goal in mind — to STOP the reader from saying, “Yeah, I know that.” and put the piece down.
After all, who can resist:
- Cupboard cures for cancer?
- Back pain relief from meat tenderizer?
- And gin soaked raisins for curing arthritis?
The high water mark for this copywriting lead was over a decade ago but just like in fashion, many of yesterday’s trends hibernate before an eventual comeback.
If you’ve seen the Cleveland fry cook letter, here are its first cousins in maglalog form.
The Astonishing Healing Powers of Snake Oil... and other “ridiculous” folk remedies that could actually save your life! This was a hot package way back in 2006. (Product: The Country Doctor’s Big Bag of Common Sense Cures and subscription to Health Revelations)
How Gin Soaked Raisins Cured Carmen’s Hopeless Arthritis (Product: the book, High Speed Healers) Hey don’t think for a moment that packages from ten years ago and more are put out to pasture for good! “The Gin Soaked Raisins” lead has been revived and it’s mailing in September of 2020.
Cure cancer with EGGPLANT?! (Product: the newsletter, Nutrition & Healing)
End back pain with meat tenderizer! (Product: the book, Extraordinary Uses for Ordinary Things by Reader’s Digest
TODAY is the last day to SAVE A BUNDLE on:
The ALL NEW Home Run Hard Drive of Alternative Health Ads 2020
(3 drives are gone and 3 are left as of 10:59 pm Pacific)
You simply can’t come by a winning collection remotely close to this from any other source in the world… at any price.
That’s why so many marketers, copywriters and copy chiefs from all corners have been long time customers… some for sixteen years and counting.
Perhaps, it’s one part loyalty… and one part madness… mine. So be it.
Pain Relief Marketing Money Machines
Pay attention when an advertiser’s running two-page spreads in major market newspapers like the New York Daily News.
It’s proof of a BIG market. And the reality is the market of pain sufferers — whether it’s back, neck or knees — is HUGE.
Pain relief advertisers fall into a few main groups, at least as far as direct response goes. [Read more…]
Killer Lead Gen Magnets from a $197 Billion Firm
This may be one of the greatest (yet brain dead simple) lead generation discoveries of all time.
And it’s been consistently deployed by a firm with a whopping $197 billion under management.
Like to hear more?
Pull up a chair! [Read more…]
Magic Subject Lines from Nightingale-Conant (Week of November 5th)
For over a half-century, the were the direct mail masters of self-help.
Damn good subject lines are also their trademark.
Yes, Audible’s definitely carved out a huge hunk of Nightingale’s business.
What business has Amazon and its divisions not impacted?
Here’s the latest batch from Nightingale-Conant.
Magic Subject Lines from the Motley Fool (Week of October 29th)
Before the Web was born, KCI Communications, The Ruff Times and Phillips Publishing International were the big dogs of financial direct mail.
Flash forward to 1993 when The Motley Fool comes on the scene along with the Web… just in time to jump on that big wave known as email marketing.
The Motley Fool has some of the best subject lines in the business.
Check out this batch.
I like the “Read before deleting…” subject line they sent multiple times.
It reminds me of the Trash Can Self-Mailer — the miniature trash can you stick a label on and throw directly in the mail.
Its letter opening payoff?
“In case you’ve been throwing my letters into the trash I wanted to do it for you this time.” [Read more…]
Gene Schwartz on the HEMP HEAVYWEIGHTS of Print for 2019
Here’s one of the most effective headlines you’ll ever bump into.
So easy, a 5th grader could write it.
So laser beam accurate, it’ll ring the cash register all through 2019.
Let’s turn to Eugene Schwartz for some enlightenment here.
Rest his soul, he’s not with us today but he’s left us everything we need to know to understand this explosive new market. [Read more…]
The “Curious Contradiction” in Copy That Makes Your Ads IRRESISTIBLE!
Ah, the medical breakthrough.
Straight out of the pages of The New England Journal of Medicine, or The Lancet.
Or not.
No. This is not your father’s proof element. [Read more…]
How a Former Crack Addict Sold 32 Million Units With “Atrocious Advertising Copy”
Here’s the story of a former crack addict who funded his business dream with some help from his bookie.
It’s a great lesson in CONCEPT OVER COPY — a turn of phrase popularized by Jay Abraham.
After all, what copywriter worth his salt would publish an ad with the word “I” appearing 44 times and the word “you” only twice?
Add to that the amateurish layout and dense blocks of copy and anyone with half an eye would say that’s some: [Read more…]
12 Terrific Trading Subject Lines (Magic Subject Lines for the Week of October 22nd)
Take it from a guy on hundreds of email marketing lists.
You can sink your teeth into these trading subject lines. [Read more…]
Magic Subject Lines for the Week of October 15th (Alternative Health Hits)
“So, you’re on more email marketing lists than Imelda Marcos had pairs of shoes?”
“Dude, you’re creeping me out.”
Be that as it may, here’s the latest batch of Magic Subject Lines in alternative health.
Subject line #10 is an IRRESISTIBLE template that almost FORCES an open. Best of all, you can use it in ANY market. [Read more…]
Magic Subject Lines for the Week of October 8th (Survivalist Subject Lines)
I must be on more email marketing lists than Imelda Marcos had pairs of shoes.
Oops, I’m dating myself.
Anyway, here’s a hot batch of survivalist subject lines. [Read more…]
Countdown to Chaos (Zeitgeist of 2020)
COVID-19 has definitely taken a backseat for now.
This isn’t a time for mincing words — the Great Depression of 2020 has likely started — things are only going to get worse.
With 21.4 million jobs lost in the States in 2 months, we’re not getting out of this one unscathed.
Topping it off with civil unrest in almost every major city and we’re in uncharted territory.
Whole industries like travel, hospitality and gaming have been eviscerated.
Business owners of all are varieties are frozen with fear and dread — many have stopped marketing and advertising.
This magalog is nearly a decade old, yet captures the zeitgeist of mid-2020 in the States to a degree.
REAL hope for women like us worried about losing their hair
Beauty in a pill?
Yes, this was a widely mailed HSI pitch and a model sales letter for pitching beautiful hair products. [Read more…]