Ads That Command: Defiant Child?


Why do some ads hit the white hot center of a market and become the control ads remembered years later, while others fall by the wayside?

This long running ad from the child psychology market sheds some light.

Here’s the powerful, yet economic headline that froze frustrated parents in their tracks for years:

Defiant Child?

“Mouthy, disrespectful or resistant to authority?”

As a father of three young kids, it’s something I experience daily. And, this ad nails that feeling in the copy.  [Read more…]

Ads That Command: The Outrageous Challenge


Through the lens of 2015, this ad’s copy might not be up to snuff.

But it wasn’t scintillating ad copy that kept Robert Allen’s ads and spots going strong for decades.

Allen had countless competitors in the “nothing down” real estate market — a market that’s making a minor comeback after years of hibernation.

Late night TV junkies during the 1980s are sure to recall one or more of these pitchmen:

* The avuncular Carlton Sheets with his trustworthy Midwestern accent. (Now retired.)

* The rags-to-riches Vietnamese immigrant, Tom Vu, usually surrounded by bikini clad women. (Now a poker player.)

* And the gritty salesman to the masses, Dave Del Dotto. (Now a winemaker.)

But of all the “nothing down” and real estate investment marketers, Robert Allen is one of the last standing after 35 years at it.

Why so?

Chalk it up to… [Read more…]

The crimes they commit against their ads


Advertisers sabotage themselves in countless ways.

But of all the ways to go wrong, this one is the CAPITAL crime of direct response advertising.

And, while it’s a crime of omission, it murders sales (and growth) like no other.

What is it?

It’s this.


Direct response is a game of constant measuring… and observing cause and effect.

Take an action, see what happens… tinker with a break-even headline and perhaps, turn it into a winner… change up an offer and see what effect it has on response rates. [Read more…]