Here's a classic from the company that helped write the book on self-help mail order copywriting. You gotta love this salutation: "Dear Sleep Challenged." I'm partial to "Dear Sleep Deprived Maniac," but that's just me. … [Continue reading]
Self-Defense Package My Mailman Knows By Heart
This piece mailed like gangbusters several years ago. It's rare when a self-defense or martial arts product crosses solidly into the mainstream. But this one did. One of the reasons is the "white collar" reputation of this former CIA agent, … [Continue reading]
Open. Read. Destroy
The 100 thousand acre Bighorn Fire put a CRIMP in my schedule, but I'm lucky. It was scarcely a mile up the road and kept coming. It grew so big a NASA satellite captured the view of the billowing smoke from space. Thankfully, the thousand … [Continue reading]
“Magic Charts” that CHURN Out Response and Killer Controls
Why do some direct mail controls mail strong for years, while others conk out after six months? I love today's HOTLINE promos as much as the next guy or girl in direct response, but unless a direct mail package has a PROVEN track record, you can't … [Continue reading]
How to turn a “boring” financial bookalog into cloak and dagger murder mystery
This 45-page bookalog mailed strong for several years, right up to the doorstep of 2019. So if anyone ever tells you that financial advertising is BORING, show them this bookalog! There's nothing like a good cloak and dagger story to hook your … [Continue reading]
15 Year Anniversary of “Gary the Great’s” Retirement Seminar and His “New” Ad
Has it really been fifteen years since Gary Bencivenga's Retirement Seminar? Well, here's it is in black, white... and gold. Yes, I keep this .9999 grade quarter-ounce Australian nugget tucked away in the safe and pop down to look at it once in … [Continue reading]
Fascinations That Sell! (From the Father of Fascinations)
Video restored. What's the difference between bullets and fascinations? Bullets -- good bullets -- make your customers wonder IF your product works. Fascinations make your customers wonder HOW your product works! … [Continue reading]
Did A Mars Mission Find the Answer to Cancer?
Here's a mailbox hit from yesteryear for Bottom Line's Yearbook. There is no order coupon in this one. It's a travesty and my bad. "Can you get 10 times richer by hopping a plane? Are stories like these unthinkable? Think Again! … [Continue reading]
The BANNED Advertising Secret
If you'd like to FORCE readership for your ad... look no further than the one-word winner: BANNED. But be careful -- this is not an exercise in clickbait. The costume jewelry juggernaut, Stauer, shows hot to do it right with this longtime … [Continue reading]
Secrets of 898-Word Disclaimers & “The Medium Is the Message” (Pandemic creates potential stock boom of the decade)
The "newspaper mailing" is the epitome of Marshall McLuhan's maxim, "the medium is the message" Guess I'm a little too fond of alliteration. While printed newspapers may be headed for life support in the United States, the newspaper mailing is … [Continue reading]
EPIC Ads That Command (How Long Should An Advertisement Be?)
Who's the greatest copywriter in history? That's no trivial question. Perhaps, it may not even be a valid question. Unlike the world of football (soccer in the States), advertising copywriting spans many varied arenas and areas of human … [Continue reading]
When was the last time you thought about your veins?
There's a whopping 30 thousand supplements for sale to treat almost every malady under the sun. Here's a tabloid sized magalog that mailed successfully in the early part of the last decade. I dug it out of the deepest layers of my archives for … [Continue reading]
100 FAT LADIES LOSE 20 LBS. EACH
Talk about politically incorrect advertising! This tiny advertorial ran hundreds of times until the FTC came down on the advertiser like a ton of bricks. Here's a mini case study of one the most popular diet products that suddenly imploded due … [Continue reading]
The Great Depression of 2020 (July 2020 Mailbox HIT)
This one's a HOT mailing -- I've gotten it multiple times in several mailboxes. Yes, I AM twisted when it comes to direct mail marketing and archiving. We're halfway through 2020 at the time of this writing. I'd wager the second half of the … [Continue reading]
Joe Sugarman’s “Story Selling” MAGIC Opener
The first time I met Joe Sugarman was almost twenty years ago on a blazing hot evening in Midtown Manhattan. If it looks like I've got an impossibly goofy look on my face... it's because I do! Joe was (and still is) my hero in direct … [Continue reading]
Top Doctor: Do This To Relieve Tinnitus & Fight Ringing Ears (Watch Video)
Here's a funnel for the tinnitus relief supplement "Sonus Complete" at $69 a supplement. "US Doctor shows one simple and natural method to fight tinnitus naturally & relieve ear ringing. If you or anyone you know is suffering from tinnitus, … [Continue reading]
Will You Be Left Behind?
The headline for this package could alternatively be "The Bitcoin Secret That Can Make You Rich," after all it's one of the sub-heads in this packed 50-page bookalog. This is a classic Stansberry BIG idea package mailing in July 2020 and it's one … [Continue reading]
Scientists Prove New ‘Microemulsion’ Technique Reduces Wrinkles 32% Within the First Month
Printed local newspapers in the States were in their last chapter before the virus showed up. But with most of the newspaper demographic (age 50 and over) not leaving home, sales have taken a further hit. These anti-aging ads for AgelessSkin … [Continue reading]
“George Culp made US$565,000 from a Single idea He Got from Jay Abraham. I Made US$900,000 from Another!”
Here's a testimonial headline for a lead generation ad that ran over a quarter of a century ago in the South China Morning Post. Business development and lead generation are two HOT areas in mid-2020. 1995 was the year Jay first barnstormed … [Continue reading]
Why Ignoring Your Gut Could Be a Deadly Mistake
For the better part of the last decade, AloeCure’s advertising has looked something like this: digestion… antacid… digestion… antacid… relief. Where does anti-aging fit in? After an advertiser has run over a hundred thousand ads, it can start … [Continue reading]
“Amazing NEW Covert Persuasion Method…
I'm not a huge fan of this market, , but one of my roles, as an ad archivist, leads me into some racy areas. This DM package covers both seminar marketing and covert persuasion and the copy and appeals are typical for this market. Hey, it's not … [Continue reading]
Economy Got You Worried?
Here's the advertising pivot for one of the most successful lead generation ads over the last decade in the reverse mortgage market. You've seen the “H-Bomb on Paper” Response Booster. Here's the latest crisis copywriting angle for AAG's (HECM) … [Continue reading]
MD: If You Have Dark Spots, Do This Before Bed (It’s Genius!)
Here's one of the ubiquitous Doctor Steven Gundry "dark spots" ads all over the Internet and DRTV. "During this free groundbreaking presentation, the doctor will reveal the truth about dark spots, common skin agers that can add years — even … [Continue reading]
Plastic Surgeon Tells: “Doing This Every Morning Can Snap Back Loose Skin.”
Plastic Surgeon Tells: "Doing This Every Morning Can Snap Back Loose Skin." An offer for "Derma Renew with a "6-Month 'Keep The Jar' 100% Satisfaction Guarantee" 2020: Discovery of “Neo-Collagen” Firms Saggy Skin For Almost Every Woman Who … [Continue reading]
It Takes 9 YEARS to Announce the Losing Lottery Numbers
A colleague commented after seeing this direct mail piece: "People really respond to cr*p like this?" My reply: "Let's not forget, thousands gave Bernie billions." The point is that anyone get "taken" at any time -- you and I included. … [Continue reading]
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