Awesome Swipe (IMO) ... What Do You Think of It?

9 replies
It's a 2x6 inch space ad.

I like how much it packs in a very small space.

Acidic Body Alkaline Balance ad.


All best,
-Scott
#love #swipe
  • Profile picture of the author videolover7
    I have no idea how well or how poorly the ad did, but I don't like the headline. If I were writing the ad from scratch, I'd make the big idea the headline.

    Where'd you get the swipe?

    VL
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    • Profile picture of the author saleswriter101
      Originally Posted by videolover7 View Post

      ... I don't like the headline. If I were writing the ad from scratch, I'd make the big idea the headline.

      Where'd you get the swipe?

      VL
      Thanks for your thoughts, VL.

      It's from a newspaper ... "The Globe and Mail" circa 2010.

      I don't know how well it did ... I did see it several times over the span of about a year.

      The headline doesn't address the big idea, but in the limited space it does state the problem ('acidic body') and solution ('alkaline balance').

      Hmmm...

      I like how--in a tiny space--it's able to hit many of the major requirements for long sales copy.


      -Scott
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      • Profile picture of the author videolover7
        Originally Posted by saleswriter101 View Post

        Thanks for your thoughts, VL.

        It's from a newspaper ... "The Globe and Mail" circa 2010.

        I don't know how well it did ... I did see it several times over the span of about a year.

        The headline doesn't address the big idea, but in the limited space it does state the problem ('acidic body') and solution ('alkaline balance').

        Hmmm...
        That wasn't obvious to me, but apparently I'm not the target market.

        I like how--in a tiny space--it's able to hit many of the major requirements for long sales copy.

        -Scott
        Me too. Over the years, I've studied a lot of full-page space ads, and I find them helpful for the same reason.

        I mostly only study ads that have done well. I will make an exception, though, if it's a Halbert ad. :-)

        Here's one of my favorites, written by Bud Weckesser - "Atlanta Housewife Investigated And Almost Arrested For Losing 73 Pounds":

        Kiplinger's Personal Finance - Google Books

        VL
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  • Profile picture of the author deezn
    Even if you don't know whether the ad did well or not, to a nascent copywriter like me (which means I have zero experience) it helps to see it broken down into the little sections. I have a harder time just looking at an ad and trying to figure out what parts are what.

    The "Big Idea" "Problem" etc. really helps.

    saleswriter101, what is the third notation? Is that "Image" as in imagery?
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    • Profile picture of the author saleswriter101
      Originally Posted by deeznuts View Post

      ... it helps to see it broken down into the little sections....

      The "Big Idea" "Problem" etc. really helps.

      saleswriter101, what is the third notation? Is that "Image" as in imagery?
      Yes, imagery. I think it's an image that illustrates the "big idea" (alkaline balance is critical for good health). The alkaline balance of a swimming pool is widely acknowledged to be important. The pool is being compared to the body ... saying the same thing applies.

      I find "breaking down" ads is a very helpful exercise for figuring out how they work.


      Originally Posted by RunAStartup Tom View Post

      It's too congested. I've had better experienced with more negative space in newspapers. Think about it. The classified section is full of text, edge-to-edge, border-to-border, with milimeters of white space... Most readers will notice and pan to a box with a catchy headline surrounded by 1-2cm of white space.
      That's a great point.

      I was looking at the ad more as copywriting exercise ... but I know just what you mean.

      I've found free local entertainment newspapers have many of these types of ads ... they are irresistable to the eye, at least for a second or two ... your eye would never run past them like they would an ad that's 90% text.
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  • Profile picture of the author PMinc
    I actually just added a few books to this page that contain several classic swipes, particuarly the Lord & Thomas stuff: Prong Media - Classic Marketing & Business Books
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    • Originally Posted by John Breese View Post

      I actually just added a few books to this page that contain several classic swipes, particuarly the Lord & Thomas stuff: Prong Media - Classic Marketing & Business Books
      Good stuff. I think "Safe Advertising" was written by Claude Hopkins when he was at Lord and Thomas.
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