Keeping an alternative health control in the mail for 10 years and longer? Not a problem! But a direct mail package for an investment newsletter? Now that's something to write home about. A-List extraordinaire copywriter, Jim Rutz, was … [Continue reading]
“Like me… You can make really BIG MONEY at home watching TV — or just reading your daily newspaper!”
Just look at the composite words of this headline: You... BIG MONEY... home... TV. … [Continue reading]
MORE Keepers of the Kingdoms (Luxury Residential Real Estate)
Now THIS is how to properly advertise luxury residential estate. And given the advertising lineage of this promoter, it's no surprise. Incredible 7.2 Acre Lakefront Estate in Mid-Country … [Continue reading]
62 Free Ways to Grow Your Business Profits (Business Development DYNAMOS)
Times and technology may change. But business development rarely shifts from its main axis of MORE offers... in front of MORE customers and prospects... MORE often. CDs or audio-cassettes... the choice is yours! … [Continue reading]
“Who’s Burning More Fat?”(Weight Loss Selling Wonders… from the Mailbox Masters)
Queue up the story selling master plot! The story of "two young men who owned very modest homes in a Middle Western City"... The story of "two young men graduated from the same college"... "The story of two men who fought in the Civil … [Continue reading]
27 Million Requests for Copies of a Bunch of Print Ads?
Was it brilliant? Or was running double page spreads for free stuff "like throwing money out of a helicopter?" I'll say this. My admiration for this campaign still stands, as long as I'm not the one bankrolling it. But sometimes you have … [Continue reading]
14-Year Investment Control That Outlasted 3 Newsletter Editors! (UPDATED)
The late, legendary direct response copywriter, Jim Rutz, wrote this unbeatable package in 2006. It was in the mail as recently as 202o with minor modifications by my last reckoning. I don't know of many financial direct mail packages with … [Continue reading]
Keep Your Damn Money
Here's a memorable headline from Martin J. Stone's Moneytree. Moneytree came on the scene around the same time as Ralph and Shoshana Ginzburgs' Money's Worth. They had similar appeals, offers and bullet copy. … [Continue reading]
“Even if you have a pretty good garden, I can show you dozens of ways to make it better.”
Here's another great pitch for the 16-volume “Good Housekeeping Illustrated Encyclopedia of Gardening.” Good Housekeeping had the capital and the copy. This ad sported Elvin McDonald, the Midwest's boy genius of botany. Even though this … [Continue reading]
Warm Market Mailings (A One-Page Sales Letter from Nightingale-Conant)
I received this mailing some years ago when I was a rabid consumer of Nightingale products. It was long before Audible and long before streaming. If you were going on a long drive... Or heck, just around the corner... … [Continue reading]
“This book came between two men and separated them forever” (The guts of the 775-word story that brought in a staggering $1.8 billion)
The gravitas of this headline resonates over one hundred years after this ad first ran in June of 1922 in Red Book Magazine. Bruce Barton was likely the copywriter who also served as a faculty member for the entity founded by Joseph French … [Continue reading]
A Tale Of Two Copywriters (From “The Total Pacakge” 10-1-10)
I wrote this one for the late, great Clayton Makepeace's The Total Package and it was mailed on Friday, Oct 1, 2010 One late summer evening, two copywriters sat down at their keyboards to craft sales letters for almost identical products. They were … [Continue reading]
Which of These Couples Will Die Young? (Story Selling Sensations & Link Corrected)
None of our prospects are going out of their way to read advertising. But stories? When you tether one to a timeless direct response theme, the answer is "yes" -- a resounding "YES!" Here's an alt-health hit from yesteryear that remains a … [Continue reading]
The Keepers of the Kingdoms & Selling Luxury Real Estate (from David Ogilvy’s Son!)
Here's a lesson or two in selling high end real estate... from David Ogilvy's son! (UPDATE: Mr. Ogilvy passed away on February 3, 2020 at 77 years old after a long and stellar career.) David Ogilvy, son of the famous advertising legend of the … [Continue reading]
“free at last!” (Probiotics Powerhouse)
Here's a classic supplements package with a strong story selling lead and testimonial headline. "For decades, Dorthea of California suffered from constipation that got so bad, she felt she'd never escape it. Then she received a Special Report … [Continue reading]
“Warning: Read at Your Own Risk!”
Here's one of the premier direct mailers and stalwarts of crisis copywriting that's been going strong since 1969. This DM piece is one part story selling, one part crisis copywriting and one part customer reactivation. The headline is not … [Continue reading]
“It’s A Lot of Bull!” (More Contrarian Copywriting!)
There's nothing like examining a powerful control from yesteryear (in the light of day, today) and giving it a new lease on life. That's exactly what a long time colleague did with a similar CONTRARIAN copywriting piece. Instead of the old and … [Continue reading]
“It’s déjà vu all over again.” (WINNING Copy Themes the BIG BOYS Bust Out)
I've always been a sucker for dystopian copy themes and this one hits the sweet spot. So as soon as I saw the email promoting this VSL sail into my Inbox... … [Continue reading]
$25 “RETIREMENT NOTES”
Here's a familiar lead for Laissez Faire's "Unconventional Wealth." They say ideas repeat themselves in threes. Just after updating the entry on the four-year mailbox blockbuster, “The Greatest Little Retirement Career You’ve Never Heard Of” … [Continue reading]
“Peaches so sweet flavorful and uncontrollably juicy you must eat them over the sink!”
Here we've got some sublime food copy -- either from Gary Bencivenga himself or from David Rosengarten his student -- for the short lived "Rosengarten’s Fruit-of-the-Month Club" from 2005. … [Continue reading]
“Is it worth it?” (Positioning High Priced Supplements)
Serovital is definitely not your $44.95 for a 60 day supply of "Brand X" supplement. Even though the brand has been going for years and now has retail presence at big chains like Costco with huge display racks, the advertiser hasn't forgotten its … [Continue reading]
Scrumptious and Sublime Gourmet Food Advertising (Links Corrected)
Here's a great example of how you can churn out response from a list of paying subscribers with an offer from a completely different market. It all starts with the RIGHT question. … [Continue reading]
“YES. You can increase your creative power.” (BREAKTHROUGH Brands that Keep on Going)
Here's an ad for the sequel to the million-copy bestseller Drawing on the Right Side of the Brain. The 97 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]
Ted Nicholas AT THE TOP in 1992 (“Best-Selling Author Reveals Secrets of Making $1000.00 a Day Publishing Books!”)
This third of a page ad ran a handful of times ahead of the 1/2 day Ted Nicholas Seminar in Tampa, Florida on December 2, 1992. Since this was a free seminar, the money came from platform selling of Ted's products and/or booking the free attendees … [Continue reading]
Real Estate Agent Business Development DM Package (The JPDK Marketing Model)
The full lowdown on the JPDK Marketing Model is here. This is the 24-page sales letter, plus multiple pages of inserts in the typical Dan Kennedy color scheme of yore, with goldenrod, lime green, baby blue and beige. Craig is one of Dan's marquis … [Continue reading]
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