Sublime

Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.

Offer copy needs to be direct and to the point.

In one study, Wharton professor Raghu Iyengar and I analyzed how much word of mouth different companies, products, and brands get online. We examined a huge list of 6,500 products and brands. Everything from big brands like Wells Fargo and Facebook to small brands like the Village Squire Restaurants and Jack Link’s. From every industry you can imag

To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty.

Henry Ford once said to a copywriter on his account, ‘Bill, that campaign of yours is dandy, but do we have to run it forever?’ To which the copywriter replied, ‘Mr Ford, the campaign has not yet appeared.’ Ford had seen it too often at too many meetings. The best way to settle such arguments is to measure the selling effectiveness of your campaign

Because unless your offers are already radically different from the tens of thousands of businesses I’ve seen, we’re about to add big bucks to your bottom line.

Try Before You Buy You pay nothing until after you have tried our product for 30 days. Copywriting legend Gary Halbert said that this is the most powerful tactic he has ever used, but in Gary’s words, “Very few people have the balls to test it.”