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Mail Order Magnate Paul Michael: “Frankly I’m Puzzled”

admin — Wed, 02 Sep 2009 12:02:02 +0000

“Frankly, I’m puzzled…” began one of the most successful lift letters from the 1960’s.

It was penned by Paul Michael of Greystone Press.

Though little can be found about him online today, I just dug up a few of his brilliant promotions and an article about him from the mid-1970’s in The Capitalist Reporter.

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The Case Against Knock Off Artists

admin — Fri, 30 Jan 2009 16:36:00 +0000

It’s a shame the word ‘artist’ is connected to that small yet unimaginative segment that pilfers both successful products and advertising copy.

Case in point.

Sometimes an ad comes along that totally tips the scales of the market. Usually, it’s for a combination of reasons.

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Almased Synergy Diet: The Bikini Plan

admin — Mon, 25 Aug 2008 11:58:36 +0000

What’s in Almased’s Daily “Bikini-Emergency-Plan,” a.k.a. the Almased Synergy Plan?

Soy, honey and yogurt. It’s a low glycemic concoction you take three times a day as a meal replacement and has been promoted in Ladies Home Journal under the banner, “That’s How The Fat Melts.”

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Blackett Pharmacal (Red Weight Loss Adjunct)

admin — Mon, 25 Aug 2008 08:02:53 +0000

This is Blackett Pharmacal’s “Fat Loss Breakthrough” spread from the National Enquirer for the Red Weight Loss Adjunct.

It’s opposite page poses: “Want To Lose Body Fat?”

“Q: I’ve lost about 20 pounds but still look fat…how can that be. A: It takes more than weight loss…if you want to look thin, you need to lose body fat…Red targets body fat.”

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The Copywriter’s Sweet Revenge

admin — Wed, 23 Jul 2008 11:24:24 +0000

One of the most gifted marketers and copywriters who rarely gets the attention he deserves is Bud Weckesser of Green Tree Press.

This is one of my favorite ads of his.

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Want To Lose Body Fat? (by Blackett Pharmacal)

admin — Tue, 29 Apr 2008 17:12:54 +0000

Here’s an interesting ad from my favorite supermarket reading, “The National Enquirer.”

This is a new ad for the weight loss product/diet pill called the Red Weight Loss Adjunct by Blackett Pharmacal. Time will tell how well it performs at its hefty $59.99 for 30 days price point.

I felt a scientific citation or two would bolster the product claim. Then again, passing the legal hurdle in the diet pill market is something I know nothing about. I do like this is a product for “losing body fat” verses a mere “weight loss” product.

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Diet Ad #9: Tori Spelling Lost 36 lbs With NutriSystem

admin — Thu, 21 Feb 2008 05:33:56 +0000

About a year ago, I came across some NutriSystem ads with testimonials obviously cooked up by a copywriter. Today, Nutrisystem seems to have all its ducks in a row and is going strong, with well over $100 million spent on print and television advertising annually. Thomas Connerty, who ran marketing at Nautilus and pitched the Bowflex exercise machine on late night TV, writes all of their ads. They never deviate far from “the formula.” Before-and-after photos, liberal use of celebrity endorsements and an irresistible offer. Watch how they take keyed advertising to the next level. Forbes magazine did an interesting article on the NutriSystem marketing machine that’s worthwhile reading.

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Gary Halbert Ad #13: “The Amazing Diet Secret of a Desperate Housewife”

admin — Sun, 06 Jan 2008 13:56:17 +0000

This is Gary Halbert’s 1979 ad copy for a book of the same title.

Gary wrote several ads for Milburn Publishing, founded by Frank Sarcona, out of leafy Maplewood, New Jersey.

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Britney Spears Amazing Diet Pills (Weight Loss Ad #27)

admin — Thu, 03 Jan 2008 20:30:17 +0000

Diet pills are something I prefer to stay as far away from as possible as a marketer. Not only are there intense regulations and oversight that varies drastically from state to state and country to country but at any moment, a law suit (or worse) can come crashing down on the promoter’s head.

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The Invisible Hand Of Advertising

admin — Wed, 31 Oct 2007 08:32:20 +0000

The 18th Century economist, Adam Smith, was one of the founders of modern economics.

Roust a copywriter from his slumber at 3:00 a.m. and ask him what he knows about Adam Smith and he’s likely to utter the now famous, two-word metaphor: “invisible hand.”

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