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Jailed Copywriter Swipe File

by Drez
7 replies
This copywriter was the Lenny Bruce of the publishing world.

In fact, Ralph Ginzburg pushed the edge of publishing AND copywriting so far that he - possibly - became a threat to "The Man".

His first magazine (and the promotions he wrote for it) earned him a criminal indictment that went all the way to the U.S. Supreme Court.

Below is a link to a piece of his (dare I say) awesome copy. It's a two-page spread that ran in the New York Times promoting a subscription in Moneysworth magazine.

Pay special attention to the bullets (fascinations) throughout the copy - they are extraordinary.

Here's the free view/download link:

Jailed Copywriter Swipe File | Outrageous Free Copy Example
#copy example #copy swipe file #copywriter #file #jailed #jailed copywriter #swipe
  • Profile picture of the author Centurian
    Drez,

    Thanks for this great piece of content. I always love looking at these tidbits of greatness.

    Can I still sign-up for Moneysworth? I'm "hooked." LOL

    Sounds like a Boardroom Books or Bottomline copy. I got all this stuff back in the 80's.

    Great hot buttons and appeal.

    Derrick

    P.S. LOL...Just looked it up and Moneysworth is owned by Boardroom, Inc. Here's the current copy at
    http://www.moneysworth.com
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    • Profile picture of the author Azarna
      Please excuse my asking what is not doubt a very newbie question.
      Jailed Copywriter Swipe File


      What does this mean? Who was jailed and why?
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      • Profile picture of the author Raydal
        Originally Posted by Azarna View Post

        Please excuse my asking what is not doubt a very newbie question.
        Jailed Copywriter Swipe File

        What does this mean? Who was jailed and why?
        Your question is illustrative of a very important point that
        copywriters need to take note of:

        What my appear as second nature to you may be very
        confusing for your readers. Of course this is the copywriting
        forum so most people who frequent here understand the
        jargon, but I could appreciate your confusion.

        A "swipe" is simply the copy of an advertisement--usually
        a long sales letter. So the title means that the person
        who wrote the sales letter (now called the swipe file)
        was imprisoned.

        Copywriters collect marketing material from past years
        to study and apply to their own craft. These files
        are called "swipe files".

        -Ray Edwards
        Signature
        The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author max5ty
    Originally Posted by Drez View Post

    This copywriter was the Lenny Bruce of the publishing world.

    In fact, Ralph Ginzburg pushed the edge of publishing AND copywriting so far that he - possibly - became a threat to "The Man".

    His first magazine (and the promotions he wrote for it) earned him a criminal indictment that went all the way to the U.S. Supreme Court.

    Below is a link to a piece of his (dare I say) awesome copy. It's a two-page spread that ran in the New York Times promoting a subscription in Moneysworth magazine.

    Pay special attention to the bullets (fascinations) throughout the copy - they are extraordinary.

    Here's the free view/download link:

    Jailed Copywriter Swipe File | Outrageous Free Copy Example
    Ginzberg actually went to jail in the early 60's for violation of obscenity laws -- he published a porn magazine (eros).

    Almost all his work went against all the rules of copywriting.

    Most of his headlines were one or two words -- in big bold letters...headlines like "HELP", or "RAPE".

    He built a mailing list of over 1 million people -- all this before the days of the internet.

    Thanks for sharing the ad.
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    • Profile picture of the author Drez
      Ralph Ginzburg's case was anything but clear cut ... and according to opinion (even at the time) seemed to disregard the interpretation of decency laws.

      Here's an excerpt from the entry for Ralph Ginzburg on Wikipedia:


      "First, publication of Volume I, No. 4, of Eros; second, publication of his newsletter Liaison; and third, that although The Housewife's Handbook on Selective Promiscuity, published by Ginzburg, was not itself obscene because of its inherent artistic value, Ginzburg has mailed advertisements for the book which accentuated the erotic content of the book in such as way as to appeal to "prurient interests". The advertising emphasized their sexual imagery, and included a guarantee of a full refund "if the book fails to reach you because of U.S. Post Office censorship interference."


      Not that any of this is the point, of course.

      However it demonstrates just how effective his copy was. And I'm sure if he published the same magazines or books ... and wrote even edgier copy ... no one would bother him.

      Just like comedians "in the day" - which is why I think of Ralph Ginzburg as the Lenny Bruce of copywriting.

      But no matter what I think we can all learn SOMETHING from his copy - which IS the point.
      Signature

      Mark "Drez" Dresner
      Swipe My Massive Copywriting Swipe Files Collection for FREE
      http://AdvertisingCopySwipes.com

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  • Profile picture of the author gjabiz
    Loved Ginsburg and his wife. Bought all their stuff. Thanks for sharing
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    • Profile picture of the author Azarna
      Thank you for explaining :-)
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