This was posted on the penultimate day of 2022, December 30th. This tabloid newspaper is mailed in late 2022 and early 2023 and is a typical penny stock promotion. There's a sufficient number of entries on this site to give you a flavor of this … [Continue reading]
The Wellington Counterfeit Diamond Part 1
Here's what happens when an ad agency couple strike gold as entrepreneurs... er make that diamonds. The Wellington Counterfeit Diamond had it all -- fantastic ad copy, unbeatable positioning and powerful proof elements. … [Continue reading]
From a Kookie Bass Fisherman’s Invention to $100 Million a Year in Sales
Video restored. It was an early 1990s sensation that made a fortune with DRTV spots. And it all started with an oddball inventor. … [Continue reading]
Billion Dollar TIDAL WAVE… of Anti-Aging Advertising Secrets
How did this direct response driven brand sell over ONE BILLION dollars worth of health and beauty products? Ever since they burst on the scene in the early 2000s... they've been in the vanguard of capturing RESPONSE! You may remember the … [Continue reading]
“The International Man”… Still Going Strong After FOUR DECADES
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]
“Why Are Women Being lied to About Their Hair Loss” (Long Copy Direct Response Ads vs. Direct Response Brand Ads)
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]
Charlie Allen’s AMAZING Golf & Fishing Advertorials
NGC Sports were BIG TIME in sport fishing and golf and had TENS of thousands of insertions in everything from local newspapers... to trade publications like Oklahoma Farm Bureau... all the way to Newsweek magazine and the Wall Street … [Continue reading]
The Thanksgiving Copywriting Control Stash (“The Windfall Opportunity of the Century”)
This direct mail package -- a cross between a bookalog and a magalog -- is the fruit of focusing tremendous firepower in direct mail copywriting. Between the years 2001 and 2005 the late, great Clayton Makepeace worked almost exclusively with one … [Continue reading]
“Look 10 Years Younger in 10 Hours” (Man on the Mountain Sells High Ticket Hair)
How is it that two advertisers can both succeed with essentially the SAME headline in the same space of anti-aging with radically different price points? One is a $69 dollar product, while the other is a $20,000+ service (uh sorry, microcylinder … [Continue reading]
“I Ate Less from the Very First Day!” (The Case of the Disappearing Weight Loss Winner)
Here's a winner from the pages of print from 2010-2011 which had hundreds of insertions. … [Continue reading]
Are you having business problems? (Recession Marketing Classics)
"Is your business suffering profit decline and morale decay due to the recession? Perhaps, it's time to try a new agenda. Perhaps it's time to adopt the new but proven system that can bring you great business in tough times. Martin Edelston's … [Continue reading]
“I need to pee 10 times a day, and it’s like a leaky faucet”
Here's one of those classic prospect driven or "prospect parlance" headlines that cuts right to the chase. As opposed to a testimonial headline, a "prospect parlance" headline SOUNDS like it came right from the mouth of a bonafide prospect, in … [Continue reading]
“Will This Strange Antarctic Squid Solve America’s Memory Crisis?”
Here's the latest for Dr. Sears' Omega Rejuvenol. … [Continue reading]
Why Some Copywriters Are STILL Making Bank With This 66-Year-Old Headline!
I've really grown to detest the popular copywriting term, "swipe"... even though I've been a decades-long exponent of it. It's not that it sounds larcenous, but it suggests someone who's uncultured, instead of the very opposite. … [Continue reading]
Does lead generation get any more efficient than this?
Success in business and life boils down to the fundamentals... and TESTING! For us marketers and copywriters -- whether freelancers or founders -- we KNOW the importance of testing. Because you don't really know anything until you test. … [Continue reading]
The Headline They Stole from Clayton Makepeace… He Stole it Too
It’s hard to believe Clayton Makepeace is no longer with us. Clayton broke the mold and there will never be anyone like him again in direct response. I think he would have a field day -- in the copy sense -- with the world in late 2023 if the … [Continue reading]
The Amazing Advertising Secrets of the Correspondence School… Above the Menswear Shop in Manchester (“Write Your Way To a New Career!”)
The UK based Writer's Bureau was the brainchild of Ernest and Susan Metcalfe in the late 1980s. … [Continue reading]
“Giving away steak dinners… and raking in the profits”
I've been honored to know a lot of great direct response friends and colleagues over the years. … [Continue reading]
72-Page Trading Bookalog from Brian Keith Voiles
Brian Keith Voiles was a salt of the earth soul... who passed away earlier this year. He was a counterpoint to a lot of the "materialist-hedonist" focused positioning that many "in the spotlight" copywriters embraced round the turn of the … [Continue reading]
80-Page Pitch for Selling to Hillbillies, Paranoids and Kooks (from the late Brian Keith Voiles)
Listen, Every now and then... it helps to step out of your own market. You get to see FRESH ideas and sometimes... you can bring them back into that familiar world of yours... you inhabit every day. … [Continue reading]
RED HOT Risk-Free Trial Offer in 2023 (Plus… from “The Fine Print” to Monthly Continuity in Supplement Selling!)
This risk free offer combined with this media works like gangbusters for this advertiser. You can adopt it to almost any product (pill or potion) in health and beauty, The success of this lead generation piece is worth testing as long as you … [Continue reading]
A Hidden GEM of An Advertorial for an UNUSUAL Product (10th Year Running)
It just occurred to me this advertorial or "Dear Abbytorial" as I like to call it -- since this advertorial is formatted to look like an advice column -- has been going strong since 2012. "Dear Abby is an American advice column founded in 1956 by … [Continue reading]
Which One Won? I have no idea!
Two things, . First, an embarrassing mea culpa. … [Continue reading]
“How To Get More Done”
For those unsatisfied with their output... Look no further than the fine folks at the Harvard Business Review. They've got you covered on all things time, talent and technology that can make -- or break -- your business. … [Continue reading]
Luscious Lobster Gourmet Food Copy (UPDATE)
The fabulous LIVE MAINE LOBSTERS print ad got me hungry for some food copy. What could be better than a Hancock Gourmet Lobster catalog? Gourmet food promos almost always have great photography (similarly with travel and real estate … [Continue reading]
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