What's noteworthy about this hemp oil ad... other than its headline... with the endurance of ultra-marathoner? As the world of newspaper print continues to contract... This is one of the few supplement ads that's lasted for YEARS... and it's … [Continue reading]
Classic “Using the Premium to Push the Subscription” Selling
Sometimes you've got to tickle the SWEET SPOT of your prospect to get him to take ACTION... ESPECIALLY if you're selling a subscription. And the best way to do that is by NOT pushing the subscription directly. … [Continue reading]
“Slim your body by using your mind!”
Here's a timeless direct response product in the weight loss/self-help market. This mid-1970s insertion for Mental-Calisthenics was delivered on audi0-cassette (and 33 1/3 records!). By 21st century standards, the copy is a bit primitive, yet … [Continue reading]
Crypto’s Next Trillion Dollar Coin
Palm Beach Group and Teeka Tiwari have been cashing in with crypto marketing campaigns in the tens of millions. This is one red hot promo. The offer page with "Don’t Miss Your Second Chance For Gains as High as 151,323%" is irresistible! … [Continue reading]
A Supplements Guarantee… You Can Take to the BANK!
If a supplements company sold for near 200 million BIG ONES... And that supplements company routinely used this guarantee in it's mail order copy... Maybe it's one worth finding out about? … [Continue reading]
“How to Build a Fortune That’s Impervious to the Stock Market”
This package from yesteryear is NOT your typical pitch for a financial newsletter. I was looking for this one for Steve Sjuggerud 's "True Wealth." (Glad my life doesn't depend on my pronunciation of Scandinavian surnames.) Glad I found it … [Continue reading]
Promise + Proof = Profits
This entry was originally published waaay back on July 27, 2011. Thankfully, not all of the stuff I put out then was crap. I'm republishing it on March 16, 2022. What's changed in the world of direct mail supplement selling since then? … [Continue reading]
I Like This Headline… Too Bad No One Else Did
Advertising has a lot in common with chess. To the outsider looking in, it can be hard to understand what's going on. "Hey, why did White resign?" is a typical comment, you'd find in a random YouTube video. … [Continue reading]
“The Greatest Trick This BLOCKBUSTER Biz-Op Ever Pulled Was…
convincing the world... it wasn't a biz-op." Guess I like my Keyser Söze references from time to time. This is surely one of the greatest secrets for marketing a business opportunity program... to a MUCH wider audience. … [Continue reading]
Magic Subject Lines (INFLATION)
Anyone remember those "WIN" buttons people used to wear in the 1970s? WIN stands for "Whip Inflation Now." I was never sure how grassroots wearing of a button on a lapel translated into fighting inflation. Oh, well. Here's a batch of … [Continue reading]
TINY TWEAK Transforms “Typecast” Promoter’s Product Into A Triumph
This package is worthy of any marketer's or copywriter's attention for several reasons. Besides boasting some the best direct mail copy money can buy... for a blockbuster product... And stacking layer upon layer of powerful proof elements for a … [Continue reading]
Strange Ads That Sell (One Part Mea Culpa, One Part Hyperbole… One UNUSUAL Bodybuilding Ad)
Here's a mid-90s three-page spread from a supplements seller who came clean after making changes to its formulation and losing sales. And unlike most advertising in the bodybuilding market, this ad is all copy and just one picture, not of a … [Continue reading]
One of the HOTTEST Alt-Health Headlines of the 2000s… (Selling Prospects on the Product AND the Brand)
This was no doubt one of the HOTTEST alt-health magalogs of the 2000s. And this headline ranks as one of the all time greats in ANY market. Maybe that's part of the reason why the company was scooped up for 24 million big ones shortly after … [Continue reading]
Weight Loss “Time Capsule”
This ad for a weight loss capsule is like stepping into a time capsule. Because of the legal minefields in the States among other factors, it's nearly impossible to find long copy diet ads like this in print today. … [Continue reading]
Secrets of GREAT Product (And Company!) Names In Direct Response… and the “ONE WORD” License to PRINT MONEY
Do you pay much attention to product naming, ? I do, and I'm as much a sucker for great product names, as great company names. Company names and locations(!) matter. … [Continue reading]
First Commandment Violations and Marketing! (“J’ai ecrit au médium Rene Karsenty, sans trop y croire… et 3 semaines apres J’obtiens 28,000 $)
It's not often a foreign language ad shows up here, but with this full page French ad, I figured... Pourquoi pas!? "I wrote to the medium Rene Karsenty, without really believing it... and 3 weeks later I received $28,000" … [Continue reading]
Main Street Advertising Angles that Wrangle RESPONSE!
What better way to pitch a MAIN STREET investment opportunity than with Shark Tank star, Daymond John... And this dynamite Horatio Alger tale. … [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]
The Kind of Direct Mail Marketing that Created a $195 MILLION PAYDAY
This killer magalog appeared on my radar while researching "case against" advertising leads. You have to marvel at this one. What better way to sell probiotics than with the headline: "Probiotic Flaws Revealed!" "Hey, wait a second!" "I … [Continue reading]
“Found: 1,600-Year-Old Roman Gladiator Coins”
Here's another example from the advertiser who excels at "copy that transcends the product for sale." It's likely most hardcore numismatists sneer at offers like these. But the market for these coins is not the numismatist, but the coin and … [Continue reading]
“If you’re not sure you need life insurance, please read my letter…”
Insurance boasts some of the greatest lead generation and compelling offers of any category in advertising. It's surely due for a category of its own here. This ad by Sun Life ran as a full page insertion in British tabloids in 1987. The … [Continue reading]
3 Words in This Headline Did More HEAVY Lifting Than Entire Sales Letters
Always pay attention when something mails for 3 SOLID years, like this promo did. It was also BIG in online display. This advertiser sucked out EVERY last drop of response... thanks to the powerful three-word combination in the headline. In … [Continue reading]
Origin Marketing Masterpiece… and the “Churchill Curse”
It's amazing what an average marketer... with a middle of the road product can do... with the MAGIC of origin marketing. Disclaimer! The magalog at the left is no also ran. It mailed from coast to coast for many years and it's a textbook … [Continue reading]
“ROOTBLAST” (Product Names that ROCK Response for Decades)
RootBlast has been going strong for three decades and has done the rounds of DRTV, print and direct mail. These insertions are packed with long copy and plentiful proof elements in the home gardening market. … [Continue reading]
Total Gym (#2 Infomercial for Long From DRTV Spots January 2022)
Total Gym has it all. - A great origin story from a born entrepreneur. - A variety of high priced home fitness machines and equipment with correspondingly high profit margins. - And finely honed direct response selling after decades of … [Continue reading]
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