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Caples On Copy

By

Caples on Copy, published in 1978, was part of the brilliant “The Wall Street Journal. It Works.” campaign. This print ad is like getting a bite size version of Tested Advertising Methods. (Note: the 4th edition or earlier of that book is the way … [Continue reading]

Filed Under: Business Development, Print Advertising

“Burn This Letter” (And “Money in the Dark” Direct Mail Marketing)

By

Almost everything this publisher mails is evocative of Lyle Stuart's maxim about direct mail being THE medium for "making money in the dark." What's the opposite of "money in the dark?" There's no better example (and warning!) than this case … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Crisis Copywriting, Survivalism & Legal, Direct Response Dynamite, USPs & Positioning, Fabulous Fascinations, Great Leads

“Global Warming Hoax? New Book Reveals Fact From Fiction…”

By

I'll level with you, . This entry isn't so much about my love of book advertising... Or my occasional zeal for polemics... No, here's the real reason. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Fabulous Fascinations, Print Advertising

“We have the men – will you provide the life-boats?”

By

Here's an insertion from Royal National Lifeboat Institution in The Field, originally billed as "the country gentleman’s newspaper." … [Continue reading]

Filed Under: Fundrasing, Print Advertising

Penny Stock Pitch 2023 (“Lithium Wars: How the Cold War for Green Energy Dominance Could Fuel Your Portfolio)

By

This was posted on the penultimate day of 2022, December 30th. This tabloid newspaper is mailing in late 2022 and is a typical penny stock promotion. There's a sufficient number of entries on this site to give you a flavor of this market and … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Dangerous Advertising, Mailbox Hits, Trading

“Do NOT Withdraw a Dime from Your Retirement Without Reading This First”

By

I guess this is the counterpart headline to “Do NOT deposit another dollar in your bank account until you read THIS book!” This lead has a strong track record of winning readership. And Newsmax excels in this much shrunken space of marketing … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Fabulous Fascinations, Financial Favs, Investing & Retirement, Great Leads, Print Advertising

Ogilvy Travel Advertising Triumphs (You’ll start where Americans are welcome when you visit Amsterdam first.)

By

There's a reason KLM, the flag carrier airline of the Netherlands, stuck with David Ogilvy and his merry band of ad wizards. Imagine an American traveler contemplating a trip to Europe in the 1970s, two decades before the Web. There were travel … [Continue reading]

Filed Under: Lead Generation, Print Advertising, Travel Advertising

More Fundraising FUN… How the “Distressed Gentlefolk’s Aid Association” Fished for WHALES… In the Ocean of Print

By

Too late for those inclined to get out their pitchforks over the "class-bound" name of this 125-year old British aid society. The "Old Gray Lady" hammered the Distressed Gentlefolk's Aid Association in a 1989 article entitled "Lifting a Pinkie for … [Continue reading]

Filed Under: Fundrasing, Lead Generation, Print Advertising, Professional Practices

“Save $215 on the Ultimate in European Goose Down Bedding”

By

As I'm typing this, on December 22, 2022, the weather headline of the day in North America reads: "Bomb cyclone and Arctic blast put 300 million under weather alerts" It's cold, dang cold, -24 degrees in Calgary, Alberta. What better ad to … [Continue reading]

Filed Under: Origin Marketing Magic, Print Advertising

$197 BILLION Investment Manager’s LEGENDARY Lead Gen in 2022

By

If you've been a subscriber here for a while... You surely know who this advertiser is. While their last newspaper insertion occurred on April 24, 2020 in the Wall Street Journal... It's hard to say good-bye to the medium that brought them … [Continue reading]

Filed Under: Financial Favs, Investing & Retirement, Lead Generation, Print Advertising, Seniors & Boomers

“YES. You can increase your creative power.” (BREAKTHROUGH Brands that Keep on Going)

By

Here's an ad for the sequel to the million-copy bestseller Drawing on the Right Side of the Brain. The 95 year old Betty Edwards IS the brand. Frankly, I miss old school print ads like this, especially in the realms of self-help and creative … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Print Advertising, Self-Help & Wealth Creation

“America’s Nightmare Winter” Is Coming! Will You Be Ready? (The Zeitgeist for 2023 in This BOLD Bookalog?)

By

Here's a BOLD promo running through the mail chutes of America from a larger than life vaquero... originally from the northern burbs of Baltimore... familiar to everyone in direct response. It's dark. It's gloomy. It's doomy. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Crisis Copywriting, Survivalism & Legal, Financial Favs, Investing & Retirement, Great Leads, Mailbox Hits

“Why Are Women Being lied to About Their Hair Loss” (Long Copy Direct Response Ads vs. Direct Response Brand Ads)

By

Viviscal is a BIG brand in hair that's been around since 1998. The company's flagship product has been hair growth tablets, but it's diversified into a full-fledged product line including shampoos and leave-in elixirs. This insertion is a … [Continue reading]

Filed Under: Beauty & Anti-Aging, Blockbuster Products, Print Advertising, Supplements

Self-Help SLAM DUNK from Gary Bencivenga & Marty Edelston

By

Here's a collaborative project (of sorts) from two of my heroes: Gary Bencivenga and Marty Edelston. … [Continue reading]

Filed Under: Fabulous Fascinations, Self-Help & Wealth Creation

They Turned OFF Direct Response Advertising… And Now Revlon’s GONE

By

Upton Sinclair: wrote in I, Candidate for Governor: And How I Got Licked. "It is difficult to get a man to understand something, when his salary depends on his not understanding it.” … [Continue reading]

Filed Under: Beauty & Anti-Aging, Direct Response Dynamite, USPs & Positioning, Print Advertising

“The DIRTY LOOPHOLE… that lets insurance companies refuse to cover your hospital stay!” (FASCINATIONS Funhouse!)

By

- Farmers' Almanac - The Guinness Book of Records - Bottom Line Yearbook Great publications have widely anticipated annual editions. … [Continue reading]

Filed Under: Alternative Health Hits, Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Fabulous Fascinations, Mailbox Hits, Seniors & Boomers, Weight Loss & Diet

One of the Most Important (100 or So!) Things I Learned at Gary Bencivenga’s Seminar

By

This is surely one the greatest gems I gleaned at Gary Bencivenga's Retirement Seminar... sitting right up there in the third row on the left. If you cue up your DVD set, I'm easy to spot. Okay, it was really one of a hundred plus gems and … [Continue reading]

Filed Under: Continuity Selling: Subscriptions, Alerts & Memberships, Crisis Copywriting, Survivalism & Legal, Direct Response Dynamite, USPs & Positioning, Financial Favs, Investing & Retirement

“Dawn of the Entrepreneurial Golden Age”

By

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]

Filed Under: Books, Home Study, Info Products & Newsletters, Killer Teaser Copy, Mailbox Hits, Self-Help & Wealth Creation

Brazilian Jujitsu Chiro Copywriter’s “TINYTORIALS” Triumph

By

It feels like only yesterday that I was standing atop the Saint Regis Roof and Penthouse chatting with the great Carline Anglade-Cole and the "Brazilian Jujitsu chiro copywriter" during Gary Ben's Retirement Seminar in May 2005. Pardon the … [Continue reading]

Filed Under: Advertorials, Direct Response Dynamite, USPs & Positioning, Lead Generation, Print Advertising

How To AVOID Getting Egg on Your Face As a Copywriter (UPDATED)

By

How many times do you reckon the 122 year-old Jeanne Calment has been used as a proof element for longevity in alternative health marketing? I'll go out on a limb and say DOZENS. As copywriters and marketers we can take NOTHING for … [Continue reading]

Filed Under: Alternative Health Hits, Beauty & Anti-Aging, Mailbox Hits, Proof Element Powerhouses, Supplements, Weight Loss & Diet

Power Positioning and a Half Million Ad Insertions (UPDATED)

By

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. … [Continue reading]

Filed Under: Advertorials, Beauty & Anti-Aging, Direct Response Dirty Dossiers, Print Advertising

Goosing Response With a FREE STUFF Bonus in 2023 and “The Yacht Owner’s Paradox”

By

There's a surprising thing about the FREE STUFF and "save money" category in direct response. It's not just pensioners or those on fixed income that relish secret ways of saving money or getting free stuff. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Fabulous Fascinations, Save Money & Rebates, Seniors & Boomers

Are you over 55? “It’s All Free for Seniors” UPDATED

By

Here's another WINNER in print from the "Save Money" category of direct response. It wouldn't be a stretch to redub it the FREE STUFF category in 2023. The book sold fabulously well be print from 2005-2011. J.D. is one of the all-time great … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Print Advertising, Save Money & Rebates, Seniors & Boomers

“The Great Money Bubble: Protect Yourself from the Coming Inflation Storm”

By

Here's a hot "free plus shipping" from Newsmax. It's in the same mold as "The Ultimate Hyperinflation Defense Manual," even bleaker on the gloom & doom spectrum. … [Continue reading]

Filed Under: Books, Home Study, Info Products & Newsletters, Continuity Selling: Subscriptions, Alerts & Memberships, Crisis Copywriting, Survivalism & Legal, Fabulous Fascinations, Financial Favs, Investing & Retirement

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

By

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]

Filed Under: Financial Favs, Investing & Retirement, Lead Generation, Print Advertising

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Case Studies in Cash Creation

  • “Do you run your own business…? Are you responsible for bottom-line profits of any enterprise?”
  • Jay Abraham Super Consultant Package (Textbook Home Study Offer)
  • “Swap this… For this… And Watch this happen…”
  • POWER Proof Elements You Can Take to the Bank… Forever!
  • The Great Heart Bypass Scam
  • America, 2024 (Long Copy Glance 8… Years Into the Future)
  • “Lazy High School Drop-Out Gets $3-Million Dollars While Relaxing in His Bathrobe and Slippers!”
  • “WARP SPEED WEALTH” (A Vintage Internet Marketing Direct Mail Promo)
  • “Letting Your Hair Down” with An Oddball Advertising Insertion
  • “But When Driving, These Sunglasses May Save Your Life!”
  • “The Anti-Terrorist Portfolio” (Post 9/11 Mailbox Hit)
  • “High Above Sea And River Your Own Half-Acre Caribbean Villa Site On Jamaica’s North Coast”
  • Professional Practice Marketing & High Ticket Selling at Its Finest
  • Decades Long DM Control (1-Part Self-Help, 1-Part Biz-Op, 1-Part “the ONE Thing”)
  • SMASHING Objections Your Prospects Don’t Even Know They Have… Yet! (Investment Ad Masterpiece from the COPY OGRE)
  • “Good Cop, Bad Cop” Copy… From the Retail Copywriting Kingdom
  • The “2 Bites at the Apple” Advertorial (“I Too Thought My Love Life Was Over Until I Decided Not to Visit My Doctor”)
  • RED HOT Risk-Free Trial Offer in 2023 (Plus… from “The Fine Print” to Monthly Continuity in Supplement Selling!)
  • “An Open Letter to Somebody at the CIA” (Howard Ruff: Lead Gen Legend!)
  • Drive-Thru Nostalgia and More… Free Stuff for Seniors
  • Only a few will survive and PROSPER from the current economic crisis… will YOU be one of us?
  • Yellow, Dog-Eared Bookalog Triumph! (“The Plague of the Black Debt” and CORRECTION)
  • Play It Again… Gary Ben!
  • “The Vinegar ‘Cures’ just keep on coming”
  • “Last year I was going through a bitter divorce. I needed time to rest, and time to heal. So I only worked one week each month. I made $105,453.83”
  • Caples On Copy
  • “Burn This Letter” (And “Money in the Dark” Direct Mail Marketing)
  • “Global Warming Hoax? New Book Reveals Fact From Fiction…”
  • “We have the men – will you provide the life-boats?”
  • Penny Stock Pitch 2023 (“Lithium Wars: How the Cold War for Green Energy Dominance Could Fuel Your Portfolio)
  • “Do NOT Withdraw a Dime from Your Retirement Without Reading This First”
  • Ogilvy Travel Advertising Triumphs (You’ll start where Americans are welcome when you visit Amsterdam first.)
  • More Fundraising FUN… How the “Distressed Gentlefolk’s Aid Association” Fished for WHALES… In the Ocean of Print
  • “Save $215 on the Ultimate in European Goose Down Bedding”
  • $197 BILLION Investment Manager’s LEGENDARY Lead Gen in 2022
  • “YES. You can increase your creative power.” (BREAKTHROUGH Brands that Keep on Going)
  • “America’s Nightmare Winter” Is Coming! Will You Be Ready? (The Zeitgeist for 2023 in This BOLD Bookalog?)
  • “Why Are Women Being lied to About Their Hair Loss” (Long Copy Direct Response Ads vs. Direct Response Brand Ads)
  • Self-Help SLAM DUNK from Gary Bencivenga & Marty Edelston
  • They Turned OFF Direct Response Advertising… And Now Revlon’s GONE
  • “The DIRTY LOOPHOLE… that lets insurance companies refuse to cover your hospital stay!” (FASCINATIONS Funhouse!)
  • One of the Most Important (100 or So!) Things I Learned at Gary Bencivenga’s Seminar
  • “Dawn of the Entrepreneurial Golden Age”
  • Brazilian Jujitsu Chiro Copywriter’s “TINYTORIALS” Triumph
  • How To AVOID Getting Egg on Your Face As a Copywriter (UPDATED)
  • Power Positioning and a Half Million Ad Insertions (UPDATED)
  • Goosing Response With a FREE STUFF Bonus in 2023 and “The Yacht Owner’s Paradox”
  • Are you over 55? “It’s All Free for Seniors” UPDATED
  • “The Great Money Bubble: Protect Yourself from the Coming Inflation Storm”
  • “Ogilvy Orchestration” In the Halcyon Days of Merrill Lynch (“How To Speculate in Commodity Futures”)
  • “Defunct Bank Bags Full of Old Money Up For Grabs” (Secrets to “Making Money With Money” in Marketing)
  • “How To Get More Done”
  • The Difference Between Doing $50k a Year in Sales… and $300 MILLION!
  • When “Crazy Bob” Waved His Magic Wand (The Art of the Killer Offer)
  • “X-RAY FILM DO NOT FOLD”
  • “Who’s Burning More Fat?”(Weight Loss Selling Wonders… from the Mailbox Masters)
  • “World’s First ‘Make-Yourself-A-Millionaire’ Kit!” (Schwartz’s Never Ending Oeuvre)
  • “Age-Defying ‘Youth Enzyme’ Multiplies Energy And Keeps You Going All Day Long…”
  • “Night Table Turnaround Books”… You Don’t Even Need to Open… To Profit From
  • Why they gladly pay $39.99 for a book they can get on Amazon for half the price (“Say NO To Nursing Homes”)
  • “I define a recession as when your neighbor loses his job, but a depression is when you lose your job.” (Dave Beck)
  • A.B.A Customer Reactivation (“Biden’s New Billion-Dollar Spending Spree Creates Surprising Inflation Proof Triple-Play Investment Opportunity”)
  • “5 Key Steps to Boost Your Natural Healing Power”
  • Secrets of an Eternally Young Beauty Brand of One (UPDATE)
  • “Like me… You can make really BIG MONEY at home watching TV — or just reading your daily newspaper!”
  • Become MY NEXT APPRENTICE in The World’s Greatest Business!
  • The Marshall McLuhan-Eugene Schwartz Newsletter Tag Team Triumph? (PLUS: “The Medium Is the Message” in JUNQUE Mail)
  • Seminar Selling With a Comic Book? (“The Medium Is the Message” Part 1)
  • “Oilflation Is Is Here: Within Ten Years It Will Make You Roaring Rich or Painfully Poor. Your Choice.”
  • “Ronald Reagan Was Elected President of the ‘Titanic'” (Plus: Why “They” Hate Us)
  • “Is There Truth in Advertising?” (Article on Eugene Schwartz and The First Amendment As a Shield for Swindling By Albert Saxon)
  • “It’s A Lot of Bull!” (More Contrarian Copywriting!)
  • “Baby Boomers Now Fear Memory Loss More Than Cancer” (UPDATED)
  • (Book Advertising in 2022) “FREE Plus Shipping” and Lead Magnets that Land Response
  • 12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans
  • A MAGIC Subject Line I Can’t Wait to Test!
  • OPECALYPSE
  • A Headline That Will Be With Us 50 Years from Now!
  • “F-A-S-T Implementation Boot Camp”
  • “Thousands of Plastic Surgeons Could Go Out of Business by 2017!”
  • “ONE-TIME Inflation-BUSTING Sale” (A “Boomer Bribe” and Renewal Selling in a Mad, Mad World)
  • “Secret Bargains, Shocking Steals, Sweetheart Deals”
  • Give Me 3 Minutes… And I’ll Show You the Secrets of a Fascinating 1920 Ad
  • “How To Stop a Wrinkle From Happening” And Other Dangerous Advertising Oddities
  • The SHOOTING STAR Anti-Aging Campaign of the Century… That Faded Away
  • GREAT Financial Lead that Reaches through Time… (And sounding the trumpet LOUD and often!)
  • Almost Certainly A Gary Bencivenga Magalog (Rodale ABA Classics)
  • This 9-Letter Word Turned a Potential Best Seller… Into a Remainder Bin Book
  • The Alt-Health Headline That Won’t Die (The MAGIC of “Claim in Time Frame”)
  • “Bulletproof Paychecks Mailed To You Like Clockwork For Doing Nothing”
  • From Dated… to EVERGREEN Product (The Greatest Financial Meltdown in History!)
  • 2 Years and Thousands of Insertions Later for this Men’s Hair Loss Testimonial Headline
  • “More People are Choosing This 1-Day, Dream Bathroom Update and Saving Thousands of Dollars.*”
  • “Gardening Made Easy for Seniors”
  • Perfect “Proof Element Headline” for Selling $310,000 Books(!)… Plus, the World’s Worst “Response Bleeder”
  • 1966 Schwartz Ad for “Revolutionary New Self-Hypnotism Machine”
  • HIGH TICKET Business Development Seminar (And Home Study) Selling from 1995! (PLUS the “Perfect” Pen Name)

 
 
 
 
 

The more you TEST… the more you sell. COMING SOON

 
 
 
 
 
 
 
 
 

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