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.