There's hardly a better question that CRYSTALIZES the understanding of your role in marketing and business than: "What are we really selling?" This isn't a static concept, in some markets it's constantly evolving. This mid-1990s bodybuilding … [Continue reading]
Here's how one of the best in the biz sells cosmetic dental procedures. When you're selling services for $10,000 and over, it helps to tell the COMPLETE story. Sometimes it takes 24 pages to do so. … [Continue reading]
This promo is PACKED with ideas for any info marketer... including: - A proof element so strong... it's the centerpiece of the promo - One of the best marketers around when it comes to positioning - How to JAM an offer with irresistible info … [Continue reading]
Can I level with you, ? I hate this headline. That's not to say there wasn't a segment of prospects who didn't swing for this offer when it mailed back in 2009. Heck, it may have gotten plenty of response. Here's why I loathe it. … [Continue reading]
You've seen the supplement promos that promise the moon. "After your very first capsule, you'll be on your way to: - Shedding 20 pounds - Increased energy, memory and mental focus - Alleviation of joint pain and stiffness - Better skin, hair … [Continue reading]
There's a quote attributed to Idi Amin, the "Butcher of Kampala," that's especially relevant today: "There is freedom of speech, but I cannot guarantee freedom after speech.” Even though this quote is likely bogus -- I can't find any trace of … [Continue reading]
Silver is HEATING up as the dollar continues to bleed and inflation ratchets up. You'd need a small warehouse of these silver rounds just to service the debt for a mere hour on the $30 trillion of U.S. debt. But that's a topic for another … [Continue reading]
This entry demands some reflection before pushing the "publish" button. I've learned SO much about marketing and life from Joe Sugarman. (I couldn't keep it together for this picture, ergo, the goofy look on my face.) I'll be writing soon on … [Continue reading]
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]
How do you top a testimonial headline like this? Simple! … [Continue reading]
Today I received an email with the subject line: "The death of courses?" It's now going on two decades that I've been getting these apocalyptic emails starting with "the death of." The death of email... the death of the sales letter... the … [Continue reading]
Here's the sprawling video sales letter for the age-erasing, Ceralift capsules. This is a supplement (not a serum) and the 30-day supply goes for $49.95. This banner shows up in mass market news sites, early 2022. … [Continue reading]
Untold thousands of "Marie Davant" tinytorials graced the pages of print for over four decades. BUT... one wonders... did Marie Davant even exist? … [Continue reading]
This one ran BIG in the British press in the mid 1990s. Even though it's from yesteryear -- the five magic words in this headline -- represent a textbook ad in the "save money" category. This advertiser was prolific across British media for … [Continue reading]
One of the unusual "fringe benefits" of archiving direct response advertising is all the books I've amassed over the years. Here's the lowdown from a self-professed sucker who swings for almost anything that "sounds good." … [Continue reading]
Here's how the big boys and girls scouted for copy talent before the Web. … [Continue reading]
How's this for an interesting business development (slash) freelance ad from yesteryear? This one hails from the back pages of Backstage from 1983. You can clearly see the Ralph and Shoshana Ginzburg influence in this ad. One of the all time … [Continue reading]
Forget the photos of haggard, pain ridden boomers and seniors clutching a knee or doubled over with a wrenched back. This direct mail cover sports a T-Rex (tyrannosaurus rex!) with a host of familiar maladies like tight shoulders, sore lower back, … [Continue reading]
Here's another soft-sell package from the fine folks at Consumer Reports. Debunking popular beliefs is a perennial direct response theme because people want to be in the know. They may even feel threatened that a long held belief about a … [Continue reading]
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]
Inflation, deflation, recession, depression... and investing. What's old is new... and relevant again. Hey, tonight we're going to party like it's 1979. … [Continue reading]
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]
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]
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]
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]