Here's a self-defense ad that ran for years in the martial arts mags and pubs like Soldier of Fortune. It was written by direct response veteran, Ralph Charlton. This old school lead gen from the 1990s and early 2000s includes: - 1-800 … [Continue reading]
This "story seller" is known around the world. He's shown time and again that one GREAT story can make your career. … [Continue reading]
Who would have guessed this ad sold one and a half million copies of a $12.95 book? There was no backend offer to this blockbuster that ran by the thousands from 1999 to 2003. It was just a lonely frontend that pulled in over $6 million. It's … [Continue reading]
This is one interesting 1934 pitch from the L.A. Times. Essentially, this offer incentivizes prospects to go out and canvas their neighborhoods to sell subscriptions to the newspaper. It's a free sales force for the price of an excursion. Guess … [Continue reading]
It's no exaggeration. This response booster's got the power of an H-Bomb. It's a response booster any advertiser can use... no matter your market... no matter your industry. What's its secret? … [Continue reading]
On the shortlist of must-have advertising books is Joe Sugarman's Triggers. The great mail-order man behind BluBlocker sunglasses dominated in-flight magazines for decades, running ads for almost every conceivable gadget and goodie. … [Continue reading]
In the 2000s, the supplement resveratrol was all the rage. This direct mail package, which mailed in the millions, typified the supplement's breakthrough commercial success. The simple fact is, legions of boomers with disposable income are: … [Continue reading]
Ah, the medical breakthrough. Straight out of the pages of The New England Journal of Medicine, or The Lancet. Or not. No. This is not your father's proof element. … [Continue reading]
Successful selling is about so much more than big promises or features and benefits. Fundamentally, it's a connection of one human being to another, whether it's an in person, one-to-one sales presentation... or selling remotely … [Continue reading]
The call to action in this old-school envelope package is: "Don't Delay - You Must Act Before the Dow Hits 12,000 to Lock in the Best 'Rich Trick' Returns." The Dow Jones Industrial Average was last at 12,000 in January 2011 -- this marked a … [Continue reading]
How do you promote an alternative health newsletter in an ever more crowded space today? Even with rock solid positioning like Dr. Al Sears, "America's #1 Anti-Aging M.D."... … [Continue reading]
Many copywriters like grabbing the spotlight. But never underestimate the power of a good layout and a great designer. It can make all the difference when it comes to copy getting READ. … [Continue reading]
Woody Allen once said: “I took a course in speed reading. They taught me how to read down the center of the page. At the end of the course I read ‘War and Peace’ in 20 minutes. It deals with Russia.” But Evelyn Wood’s Reading Dynamics was no … [Continue reading]
This was THE Mr. X promotion. After it mailed far and wide, there were a flood of copycat Mr. X promos. Not to preserve anyone's anonymity, but because the MYSTIQUE of Mr. X led to a a lot of response. This is still an evergreen business … [Continue reading]
The late, legendary direct response copywriter, Jim Rutz, wrote this unbeatable package in 2006. It was in the mail as recently as 2020 with minor modifications by my last reckoning. I don't know of many financial direct mail packages with … [Continue reading]
It's hard not to admire Littleton Coin, one of the most impressive direct marketing companies when it comes to lead generation. The company also excels at positioning itself in the role of trusted advisor to a legion of neophyte numismatists. … [Continue reading]
Listen to direct response copywriters and they’ll tell you corporate copywriters are clueless branding nuts. Corporate copywriters will tell you direct response copywriters are nothing more than peddlers of get rich quick schemes, enlargement … [Continue reading]
Hey, don't let the looks of this 1971 pitch fool you. There were some brilliant marketing minds behind this from the folks at the mighty CBS, who at the time owned Columbia House. … [Continue reading]
It's no secret. I've turned into a late in copywriting life super fan of Victor Schwab and his phenomenal advertising for his own agency. And rediscovering this "Which Ad Pulled Better?" series has only bumped it up a notch. Imagine a … [Continue reading]
It's hard to fathom the upstart Motley Fool is well into its fourth decade. The company was founded in 1993 when the now-long-gone Phillips Publishing ruled the roost of financial newsletters. … [Continue reading]
My friend, Craig, ran this ad in the real estate agent magazines for ten long years. It sucked up leads like crazy. Why? … [Continue reading]
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]
For over 30 years, this author has set the standard for interview compilations in the trading markets. Here's what he says: "These books, which are based on interviews with exceptional traders, are by far my most widely read books, accessible … [Continue reading]
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]
You could almost bet your eye teeth this British insert was penned by John Carlton. The 27 word headline is certainly one of the tells. … [Continue reading]