The Ad Money Machine

“Dawn of the Entrepreneurial Golden Age”

Here's another DM package from the sweet spot of business development and self-help. The old school of direct mail marketing is exemplified with the ever present: … [Continue reading]

“It’s A Lot of Bull!” (More Contrarian Copywriting!)

There's nothing like examining a powerful control from yesteryear (in the light of day, today) and giving it a new lease on life. That's exactly what a long time colleague did with a similar CONTRARIAN copywriting piece. Instead of the old and … [Continue reading]

“Great Art And Artists” (4-Page Spread for a Premium Subscription)

In this 1983 quadruple-page spread in the January edition of Vogue, perhaps the most important piece of copy, from the subscription point of view, can be found in the coupon area. … [Continue reading]

Scatological Selling Secrets and Pushing Poop Pills

Here's an A-List copywriter who's made a career in this specific space. It's not just the proficiency in the subject matter that gives away this writer's identity, but the frequent and superb alliteration. … [Continue reading]

Billion Dollar TIDAL WAVE… of Anti-Aging Advertising Secrets

How did this direct response driven brand sell over ONE BILLION dollars worth of health and beauty products? Ever since they burst on the scene in the early 2000s... they've been in the vanguard of capturing RESPONSE! You may remember the … [Continue reading]

“Thinking Big Could Be Making You Fail” (Tiny Requirement HUGE Promise)

Here's a tried and true lead for an evergreen self-help product. The BIG claim envelope teaser copy is underpinned by a modest requirement you're likely familiar with, "If you have just 30 spare seconds a day." … [Continue reading]

“How To Use Your Mind To Improve Your Body… And Your Life”

Ladies and Gentlemen... step right up and get your very own... LOVE TAPES. For over 30 years, Effective Learning Systems has put out a menu of self-help, mind power and subliminal learning titles. This full page display ad ran as far back as … [Continue reading]

“The # 1 Myth Every DENTIST has Fallen Victim To!”

I was astonished by the tenacity of this man's direct mail marketing. On tap in this near twenty year old DM package was the then ubiquitous business development "kit." As someone with a decade's long track record of subscribing to every … [Continue reading]

The Power of Demonstration… During a SEISMIC WAVE of Demand

The great mail order copywriter, Gene Schwartz said: "You can't create demand, only channel it." And after the World Chess Championship in Iceland in August of 1972, there was a tidal wave of demand for learning how to play chess. The title had … [Continue reading]

How to Sell the World’s Most Expensive (Blank)

For a lesson or two in selling a prestigious and pricey product to a discerning prospect, look no further than Easton Press. The above ad, featuring distinguished British-American actor, John Houseman, appeared on four glorious pages of the … [Continue reading]

A Farewell to Kings… of Direct Mail

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]

HOT 2024 Alt-Health Headline (“Canadian Seniors Rejoice: A Revolutionary Breakthrough…”)

I'm no attorney, nor do I play one online, but I can't resist commenting on the compliance angle of this ad. … [Continue reading]

“What Western Legend Received America’s Highest Honors?”

Here's a hot control package from the Bradford Exchange Mint that's mailing in 2024. You can get yourself a random silver round from any number of coin dealers for two to three dollars above today's silver spot rate, around $31 at the time of this … [Continue reading]

“Nobel Prize ‘Energy Hack’ Supports More STEM CELLS in Your Brain, Gut Muscles, and Skin”

This October 2024 package has a darn good supplements offer spread on pages 18 and 19, so don't miss it. Nothing is left out: auto-ship option, informational premiums and a clever "good, better, best option." … [Continue reading]

“Ogilvy Orchestration” In the Halcyon Days of Merrill Lynch (“How To Speculate in Commodity Futures”)

Read this ad 50 years after it first ran, ... And be amazed at the CRACKING copy... the POPPING persuasion... the pièce de résistance of research. Yes, this is one of those legendary "Ogilvy Orchestrations" that helped propel Merrill Lynch into … [Continue reading]

“The Best-Kept Secrets of the Rich & Well Connected” (Pushing Premiums to Sell Subscriptions)

Here's a turn of the century lead gen masterpiece from the fine folks at Bottom Line Personal. Few marketers have the wherewithal to run full page ads in major market media, only to collect payment sometime after day 90, while fulfilling 6 … [Continue reading]

The Genius of Joseph Segel and The Signed First Edition Society (Link Corrected)

Joseph Segel created over 20 businesses over the past 70+ years, including The Franklin Mint, QVC, National Business Services, and the ritzy Le Mirador Resort in Switzerland. One of the great lessons of his career: "If you want a home run, you … [Continue reading]

RED HOT Risk-Free Trial Offer in 2024 (Plus… from “The Fine Print” to Monthly Continuity in Supplement Selling!)

This risk free offer combined with this media works like gangbusters for this advertiser. You can adopt it to almost any product (pill or potion) in health and beauty, The success of this lead generation piece is worth testing as long as you … [Continue reading]

The Response Boosting Secrets of the Hunzas!

Why is the origin marketing lead one of the most effective leads out there? It's simple. Claims are a dime a dozen but when you wrap them into a story about a mysterious and little known civilization whose people live into their hundreds and … [Continue reading]

“Brilliant Copy” Doesn’t Matter… If You Get the Appeal Wrong

I can't tell you how many green energy, green smoothie, and green glop promos I've seen over the decades that miss the mark with the headline. By the way, nothing against green glop… pass the spinach smoothie. … [Continue reading]

The “2 Bites at the Apple” Advertorial (“I Too Thought My Love Life Was Over Until I Decided Not to Visit My Doctor”)

A 6-year run for ANY ad is worth taking note of. But an advertorial like this, for one of those ubiquitous men's products, demands a deeper look. We've all learned from the great John Caples about the power of the advertorial. One of his … [Continue reading]

Join the party, get… The Sayings of Chairman Malcolm

There's a trove of advertising in the wings from that sometimes forgotten, yet eternally relevant financial advertiser known as Forbes. Here's an offer that lasted for years from the charismatic middle generation of the Forbes dynasty, Malcolm … [Continue reading]

No Order Mechanism = No Sales! (Money you didn’t even know you had!)

This Bottomline Personal magalog from a few years back actually arrived without a reply form. I'm not sure whether this affected just yours truly or was an error across the board. I'm almost certain the reply card did not slip out while in the … [Continue reading]

When In Doubt Put a Warren Buffett Proof Element Out

They're like boiler rooms on paper. Ostensibly, there's a newsletter for sale in the penny pushing package, but that's never the point of these promos. All of the copy in this 20-page magalog has one purpose -- to promote the penny stock for … [Continue reading]

Around The World In 180 Days (Selling High Ticket Travel)

This direct mail piece has everything you'd expect for selling a high end, around the world cruise. The production values, photography, ad copy and offer all come together in this package. The fares range from $39,999 for an Inside Stateroom to … [Continue reading]