Why is this ad so good?

by max5ty
36 replies
Some of you may have seen this commercial on T.V. - it's still showing over and over again.

From what I understand, these people hit a home run with this.

Personally, I think it's one of the most boring pieces of copywriting there is - yet it is doing good.

The best I can figure is that it's selling on name power alone.

https://royalring.com/?uid=BF0B7275A...7259CC047FEAFF
#good
  • Profile picture of the author ThomasOMalley
    Originally Posted by max5ty View Post

    Some of you may have seen this commercial on T.V. - it's still showing over and over again.

    From what I understand, these people hit a home run with this.

    Personally, I think it's one of the most boring pieces of copywriting there is - yet it is doing good.

    The best I can figure is that it's selling on name power alone.

    https://royalring.com/?uid=BF0B7275A...7259CC047FEAFF
    I believe it's the popularity of the topic-the recent marriage of the royals. Members of the public are crazy about that stuff.

    The advertiser of this product is tapping into a very strong existing desire-the fantasy dream about living the life of a royal.
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    • Profile picture of the author Drez
      Or how about this ad ...

      It appeared WITHIN DAYS of the wedding. (It's actually a continuity program).

      Like the ring ad it connects with people that are into famous people, royalty and want to somehow be a part of the "special event".

      British Royal Wedding 2011 Collectible
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      Mark "Drez" Dresner
      Swipe My Massive Copywriting Swipe Files Collection for FREE
      http://AdvertisingCopySwipes.com

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      • Profile picture of the author max5ty
        Originally Posted by Drez View Post

        Or how about this ad ...

        It appeared WITHIN DAYS of the wedding. (It's actually a continuity program).

        Like the ring ad it connects with people that are into famous people, royalty and want to somehow be a part of the "special event".

        British Royal Wedding 2011 Collectible

        That's a good one also. It says they're expecting a strong demand, so you better act now.

        You don't even have to send any money - they'll bill you.
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  • Profile picture of the author max5ty
    Originally Posted by Ken_Caudill View Post

    It's aimed squarely at its market with the exact right tone to sell it. I especially like the shiny object.

    People really like those.

    Think Cinderella.
    Yes, shiny is good.

    Talk about a short sales letter...this is a very short one that sells a boat load of stuff.

    I believe this is what you call "old school" copywriting - I'll bet if they would have posted the letter in this forum for a critique, they would probably have been laughed at.
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  • Profile picture of the author Mark Andrews
    Banned
    Originally Posted by max5ty View Post

    Some of you may have seen this commercial on T.V. - it's still showing over and over again.

    From what I understand, these people hit a home run with this.

    Personally, I think it's one of the most boring pieces of copywriting there is - yet it is doing good.

    The best I can figure is that it's selling on name power alone.

    https://royalring.com/?uid=BF0B7275A...7259CC047FEAFF
    Do Americans seriously buy into this errr hmmmmm - how to put this...
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    • Profile picture of the author max5ty
      Originally Posted by Pete Walker View Post

      Do Americans seriously buy into this errr hmmmmm - how to put this...
      They must because someones buying it.

      I figure it's got to be mostly women - or could even be men who buy it for their wives or girlfriends.
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    • Profile picture of the author Mark Andrews
      Banned
      [DELETED]
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    • Profile picture of the author IdeaFool
      Originally Posted by Pete Walker View Post

      Do Americans seriously buy into this errr hmmmmm - how to put this...
      The great irony of us Americans is that although our ancestors fought heartily to separate our country from England, anglophilia is a common, modern-day condition. As Paul Fussell wrote in his book Class: A Guide through the American Status System, where else can you make tasteless lumps of dough and sell millions of them by naming them "English muffins"?
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      • Profile picture of the author Cam Connor
        I could tell you right off the bat that was a successful ad... It had it all... it dared to be different, it was serious, it got people involved in the news piece that was sweeping the airways for weeks, got people emotional about how Kate Middleton's "fairytale came true"... then showed be how they could be a part of it...

        Brilliant. Absolutely brilliant.
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      • Profile picture of the author Mark Andrews
        Banned
        [DELETED]
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        • Profile picture of the author Cam Connor
          Pete. why do you turn so many threads into an America vs. England thread... The U.S and The U.K are bros... lol
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          • Profile picture of the author Mark Andrews
            Banned
            Originally Posted by Cam Connor View Post

            Pete. why do you turn so many threads into an America vs. England thread... The U.S and The U.K are bros... lol
            I didn't. Your assumption.

            If you really want to know how I feel, read this...

            http://www.warriorforum.com/main-int...m-special.html

            I couldn't care less what country somebody is from, what their skin color is, none of that matters - the way you position your statement framed in the form of a question makes it appear as though I'm making constant negative comments in this regard which is patently untrue.

            There is not a racist bone in my body. Period.
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            • Profile picture of the author Cam Connor
              Originally Posted by Pete Walker View Post

              I didn't. Your assumption.

              If you really want to know how I feel, read this...

              http://www.warriorforum.com/main-int...m-special.html

              I couldn't care less what country somebody is from, what their skin color is, none of that matters - the way you position your statement framed in the form of a question makes it appear as though I'm making constant negative comments in this regard which is patently untrue.

              There is not a racist bone in my body. Period.

              Yea, I guess your comment, "Do Americans Seriously buy into this..." must've confused me... Or perhaps I'm just fed up with your general inclination to give people on these forums a hard time.
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  • Profile picture of the author doingwrite
    The ad isn't good. Its timing is good. Frankly the copywriting is mediocre at best. But there is a fantasy that people have latched onto and that and only that, in my opinion, is why it is successful.

    This is probably a terrible analogy, but my guess is anything commemorating 9/11 in the months after it happened sold like hotcakes, too.
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  • Profile picture of the author bizopp71
    It's just plain ole capitalization!
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  • Profile picture of the author Marvin Johnston
    Is it possible that long sales copy is not necessarily a good thing when selling dreams/fantasies?

    Marvin
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  • Profile picture of the author wilmath
    It is doing so well because they offer a "Certificate of Authenticity" for fake jewels. lol
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    • Profile picture of the author Mark Andrews
      Banned
      Basically they're buying plastic.

      I'm actually horrified they can lower themselves to offer this kind of rubbish hence my original first remark. I'm just staggered that anybody, regardless of which country they're actually from, could buy into this crap.

      $19.90 they're 'avin' a friggin' laff, what an absolute load of twaddle in that sales copy. It just makes one groan inside.

      Made in China for about 20 pence per unit no doubt. A rolling y'ugh'ack. Disgusting. Revolting. Makes me shiver from head to foot.

      Why is the ad so good? I don't think it is. I think it's positively misleading. It simply plays into the whole fairy story, ordinary girl meeting her prince malarkey. Manipulatively clever perhaps but as deceptive as hell.

      I bet it sells like hot cakes too. People are just well - 'darn plain weird' I guess over there.

      It kind of reminds me of the...

      Home Page in Florida. A B/B run by a British couple who were on TV a while ago here who are creaming, milking the locals for all that they can.
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      • Rather then selling a piece made of tat, which may well leave gruesome marks on your beloved ones finger.

        As people were "buying into the dream" if the company had made a decent "copy" of the ring - priced say at around £99 (or even more - possibly much more).

        They would have made even more boat fulls of money.

        (it was one of those gigs where the more they pay the better they feel - because people so much want to be like a "royal").

        When Kate wears any "high street" dress - the stores sells out almost instantly.

        Priced - between £150.00 - £800.00.

        Also I think thousands of USA hair salons coined it in with ladies demanding a "Kate" hairstyle.
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  • Profile picture of the author RefundHost
    The target demographic is

    Old ladies 80+ on a fixed income who live alone in mobile homes cluttered with
    other useless stuff ( dolls, china, travel souvenirs, toll painting, ) and for whom compulsive fashion and cosmetics buying is no longer self-improving or even possible due to inability to drive - and they have money to burn and are so lonely that they
    enjoy talking to telephone sales people.

    That's it in a nutshell - sad but true.

    wut i'm sayin' is that the copy has very little to do with the sales
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    • Profile picture of the author arfasaira
      Another case of feeding off the public's fascination with the Royal family. Like any fan, regardless of what rubbish is being peddled, die hard fans will always buy.

      The ad sucks, as does the video which was so boring it nearly put me to sleep. Yes, it's copywriting at its worst. But, it works because it's taking advantage of THE event of the year and people want to be able to say that somehow they were a part of it.

      Can't imagine why anyone would buy the ring - maybe something to do with maintaining and honoring tradition - since that ring was an heirloom. And having a replica is almost saying 'oh look, I got the exact same ring that Kate and Dianna wore...' blah blah.

      Reminds me, I've got the entire collection of 'The X Files' books which I bought - every single one because I was a die hard fan back when I was a student. Now I can't get rid of it. I only ever read the volumes of the true weird stories - they were fascinating, but the rest is fit for a car boot sale.
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    • Originally Posted by RefundHost View Post

      The target demographic is

      Old ladies 80+ on a fixed income who live alone in mobile homes cluttered with
      other useless stuff ( dolls, china, travel souvenirs, toll painting, ) and for whom compulsive fashion and cosmetics buying is no longer self-improving or even possible due to inability to drive - and they have money to burn and are so lonely that they
      enjoy talking to telephone sales people.

      That's it in a nutshell - sad but true.

      wut i'm sayin' is that the copy has very little to do with the sales
      That could also be very true - and rather f**** up my earlier post!

      But do 80 year old ladies use the internet - (possibly) and I guess the Ad was also in print.
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      • Profile picture of the author RefundHost
        Originally Posted by Steve Copywriter View Post

        That could also be very true - and rather f**** up my earlier post!

        But do 80 year old ladies use the internet - (possibly) and I guess the Ad was also in print.

        No - 80 year old ladies do not use the internet, for the most part.
        At least they don't "buy" through an internet page, I mean.
        BUT ... today everyone believes they "need" a website when they
        sell stuff ... even if they have not made more than 20 sales there.


        Old ladies do however watch a certain set of TV shows ...
        ( Same set of shows during which the next valueless coin,
        doll or "fine china" piece "limited edition collector's item"
        from The Franklin Mint will be sold to the same market
        as they have for the past 20 years. ( Hence the existing clutter ))

        ...and during which I am certain their TV ad is in heavy rotation
        with generally the same verbal copy as you see in text.

        I don't believe this f****d up your earlier post
        but rather just gave away the real secret behind
        the trick which most would perceive prima facie as "magic"
        ...but there's nothing supernatural about it at all. lol
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        • Profile picture of the author arfasaira
          Originally Posted by benjamin444 View Post

          Another case of feeding off the public's fascination with the Royal family. Like any fan, regardless of what rubbish is being peddled, die hard fans will always buy.

          The ad sucks, as does the video which was so boring it nearly put me to sleep. Yes, it's copywriting at its worst. But, it works because it's taking advantage of THE event of the year and people want to be able to say that somehow they were a part of it.

          Yes, and that would be from MY original post? You should have at least quoted it rather than copying it word for word and put your own comment in?
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          • Profile picture of the author Neil AM
            It's just a niche like any other. There's loads of people out there collecting royal memorabilia, and not just in Britain.

            The copy itself is pretty poor, but it probably doesn't need to be good to be profitable. They've got a market and they know how to tap it.

            Can't help wondering how much better they'd do with a decent sales page, mind...
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    • Profile picture of the author IdeaFool
      Originally Posted by RefundHost View Post

      The target demographic is

      Old ladies 80+ on a fixed income who live alone in mobile homes cluttered with
      other useless stuff ( dolls, china, travel souvenirs, toll painting, ) and for whom compulsive fashion and cosmetics buying is no longer self-improving or even possible due to inability to drive - and they have money to burn and are so lonely that they
      enjoy talking to telephone sales people.

      That's it in a nutshell - sad but true.

      wut i'm sayin' is that the copy has very little to do with the sales
      Don't forget the hopelessly pretentious as well.
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  • Profile picture of the author fasteasysuccess
    I've seen this on tv as well. There's something that they probably didn't even think of and could of easily improved sales now and not really anything with the copy.

    To order online and on tv, you'll see it's out of new jersey. So people go from thinking about the royal experience and owning a piece of it to now being on jersey shore hanging out with snookie doing fist bumps or something. They really dropped the ball.

    If they were smart, they would do the old gary halbert trick and grab a mail address from beverly hills or some other affluent area to better match what they are expressing.


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  • Profile picture of the author John_S
    I have seen the same thing before with the "Heart of the ocean" and the movie Titanic.

    If you don't mind me saying, this ad does one thing. It gets out of its own way. I can order at any time, and just buy the thing.

    Not a bad idea when a hundred million dollars in TV coverage has built demand.


    There is a problem analyzing copy when there's a starving crowd. And especially with targets-of-opportunity like this, the regular analysis is masking raw market demand.

    When selling, try not to get in your own way. Let people buy.

    Thirty bucks to see a dress. And the global recession crippling your business was how bad ...did you say?
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  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by max5ty View Post

    Some of you may have seen this commercial on T.V. - it's still showing over and over again.

    From what I understand, these people hit a home run with this.

    Personally, I think it's one of the most boring pieces of copywriting there is - yet it is doing good.

    The best I can figure is that it's selling on name power alone.

    https://royalring.com/?uid=BF0B7275A...7259CC047FEAFF
    Boring? To you maybe. But I bet it gets the target salivating. And I bet they've sold a TON of them. Great little ad IMO.

    Interesting that there's a typo here -
    Now, is your chance to have your own piece [of] the most watched wedding of the century
    .
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  • Profile picture of the author nick1980
    The success of it has absolutely nothing to do with the copy, that's for sure...

    "Now, is your chance to have your own piece the most watched wedding of the century". Wow, great stuff!!
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    • Profile picture of the author danix7
      Well as you know it has being perhaps the wedding of the year and people just craze about it,although the domain name was also equal to it,
      Royal rings was it:rolleyes:
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      • Profile picture of the author retirewithsandie
        I'm not into any of that. Didn't watch the wedding & in fact, until I saw postings on a couple of forums, I thought they had married long ago.

        It's the subject of the ad. I wouldn't be surprised if many who bought didn't read the ad, most folks who are into it, don't need to be "sold". They're ready to hand over their credit card number for it.
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