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

About a year ago, I came across a few NutriSystem ads with testimonials obviously cooked up by a copywriter. Today, they seem to have all their ducks in a row and are 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 NutriSystem that's worth reading for any direct marketer.

Here's a large version of the ad from this week's Enquirer.