Has this ever happened to you, ? You head to your mailbox and pull a direct mail piece out of the stack and think: "Wow, that advertising lead has got my ATTENTION!" That's exactly what occurred yesterday. Perhaps, this only happens to me -- … [Continue reading]
Winning Product Names (Options Made Easy)
There's a lot of buried treasure to be excavated in 150 years of print advertising. Here's one with a great product name -- Options Made Easy -- that had a good run in the mid 2000s. … [Continue reading]
“Why Does Renowned Money Manager Ken Fisher Travel Around the Country, Spending Hours with Clients?”
It's a pity the last Fisher Investments' print ad was way back in May of 2020. But newsstand sales have taken it on the chin over the last year and many great advertisers have frozen their print insertions. This one is a fitting addition to the … [Continue reading]
From “House Doctor” to TRUSTED Advisor (EVERGREEN Alt-Health Advertising)
Link corrected. It's amazing how evergreen top notch direct mail can be. Take this Healthy Directions control from 2005. How much tweaking would it take to make this "mail worthy" in 2022. I'm no copy chief but I'd wager this magalog is … [Continue reading]
Way Below Wholesale
This GIANT tabloid mailed like gangbusters in 2003. The product? It was the newly revised and expanded Best Steals and Deals -- in the ever popular "Save Money" category -- a recent addition in these parts. … [Continue reading]
The Most DANGEROUS Ad in History? (UPDATED… Again)
I'm a fan of contradictions. Are you? This supplements advertiser got nailed by the FTC for unsubstantiated advertising claims... to the tune of $61,100,000. Sixty-One Million One Hundred Thousand Dollars! That extra hundred thousand is … [Continue reading]
The BIG Trade (High Ticket Selling and the Killer Close)
How do you sell a $3,000 a year trading advisory with NO refunds? Moreover, how do you SMASH price resistance while setting up an iron clad argument WHY refunds would be a BAD idea for your prospect... all in the span of a few paragraphs? And … [Continue reading]
Chiro and Professional Practice Marketing During Covid-19
This is one solid chiropractic marketer who relies heavily on direct mail. You won't find a single mention of the old 'rona in this full color self-mailer. That's because it's PAIN that drives response in the chiropractic world. … [Continue reading]
“Secrets of a Billionaire Revealed” (POWER Positioning in Print)
Stauer has been a copywriting king of the hill in the "Affordable Luxury" market for decades. By the way, that's some pretty powerful positioning right there. They've taken a category that was once commonly referred to as "junk jewelry" and … [Continue reading]
# 1 Survival Technique For The Coming Dollar Collapse
An "oldie but a goodie" and a subject that's heating up with the latest round of Bitcoin craze. The positioning of the expert in this mail package is superb. "Pentagon & National Security Insider’s... … [Continue reading]
Info Products that “Say the Same Thing in a Different Voice” and Chasing the Perfect Golf Swing
Newspaper print is in it's last chapter here in the United States with covid clobbering newspaper newsstand sales over the last year. Ah, but there was a time, , when ads like this were commonplace -- LONG copy golf ads. Granted, the "market" … [Continue reading]
Discovered! Unopened Bag of 138-Year-Old Morgan Silver Dollars
This coins and currency market in the direct response world is about as far away from the numismatic sophisticates prowling Stack's Auction House as it gets. But despite being a coin collector since childhood, I can't help but heed the siren call … [Continue reading]
“Who You Should NEVER Name as a Beneficiary!”
FC&A Publishing has been going strong since 1969. The company's mainstay has been alternative health books. But the depression in newsstand sales during this covid chapter has knocked a lot of longtime publishers to the newspaper print … [Continue reading]
Halitosis Advertising Hits (Stop Mask Breath)
Old wine in a new bottle... or old ad with a new claim? It doesn't matter, since all paths lead to Rome to use another proverb. But seriously, TheraBreath (therapy + breath) is a great product name that's been sold with long copy since … [Continue reading]
New $2 Joint Pill Could Put Missouri Surgeons Out Of Work By 2022
Here's a busy alternative health headline template that's in widespread use in 2021. Greek Inventor’s Eardrops uses a part of this approach with the ever popular claim in time frame. But this advertiser is REALLY stacking the odds in its favor … [Continue reading]
Magic Subject Lines and Selling Virtual Conferences During Covid
How do you sell seminars and conferences today versus, say, in 2019? There's not a great deal of difference for those who are bonafide prospects for a given product, except most events are virtual (at the time of this writing in February of … [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]
“Amateur’s” Used Car Ad that WINS
Sure this ad is over the top and some copywriting veterans would point out the hyperbole and cliches in the copy, like: "once-in-a-lifetime selling events," "Take advantage of the deal of a lifetime" and "Sugar Loaf Ford is blowing the doors off the … [Continue reading]
The Crimes They Commit Against Their Ads (UPDATE)
(UPDATE: It's February of 2021 and here's Fisher Investment's direct mail package which continues mailing in a massive, sun eclipsing white envelope with the same teaser copy, "The favor of your reply is requested!" The sales letter copy has AT … [Continue reading]
5 WARNING SIGNS of CARPAL TUNNEL Syndrome
When HealthSource stormed on the scene a decade ago, chiro copy was already highly evolved when it came to generating leads with long copy. Dr. Chris Tomshack, the founder of HealthSource, took it to another level with even BETTER copy and … [Continue reading]
There Are Precisely 104 Custom Villa Sites On These Lovely Wooded Slopes
This is a straight up classic for pitching exotic luxury real estate and this full page ad for the Isles Bay of Montserrat ran on both sides of the Atlantic. You can't do better than these lines of copy -- and their brilliant payoff of the … [Continue reading]
Terrible Typesetting (and Layouts) that MURDER Response (Update)
Amateurs attempting the work of pros is nothing startling. (UPDATE: 2/7/21. These insertions had some big bucks behind them in late 2020. They are unsurprisingly nowhere to be seen in February of 2021) It's all around us. Crummy copy is … [Continue reading]
A Weight Loss Pitch that Could Be MUCH Stronger (MAGIC Words that Bump Sales)
While reviewing some weight loss mailings, I came across this short lived magalog from ten years ago. Not much has changed in 60 years with the core claims of diet pitches, but today it's much more likely to get in HOT WATER with the regulatory … [Continue reading]
Power Profits with Pattern Interruption and Re-Positioning
It's seemingly the perfect pitch. There's a big benefit laden headline aimed at the white hot center of the target market... backed up by plentiful proof elements and iron clad reasoning. But there's only one problem. Prospects are being … [Continue reading]
The Biggest Accounting Hoax Since Enron
The Biggest Accounting Hoax Since Enron ” … the fallout will be 525 times bigger than Enron and is sure to affect all American citizens – no matter where you live, what you do for a living, or how much money you have. Once the mainstream media … [Continue reading]
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