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What Makes This Ad Successful?

by Jonathan 2.0 Banned
6 replies
Stop Your Divorce! By Homer McDonald

I'll start off with a couple : )

1. Good “credibility element” with the photograph

2. “Telling” instead of “selling” and providing value simply by reading the Ad
#makes #successful
  • Profile picture of the author WinstonTian
    I remember years ago, when I was using hypnosis. A woman was lying on the couch and I was suggesting muscle-relaxing all over.

    And then I was doing the deepening and testing process of "your right hand and your right arm are getting light, like a feather." After suggesting that for about five minutes, at the most ten minutes, the person's hand always begins to float upward because they're giving in to their imagination and following the suggestion.

    This woman's hand didn't move at all after ten or fifteen minutes. So I said, "Are you feeling anything in your right hand and right arm?"

    She said in a very relaxed, almost sleepy voice, "Yes. My right hand and my right arm are getting heavier and heavier."

    See, the opposite of what I suggested.

    So I said, "Good. Your right hand and right arm are getting heavier and heavier. Heavier and heavier." And I kept on that way.

    In about two or three minutes, her hand was floating up in the air. And of course, this is what psychologists call negative suggestibility.

    When the other person is pulling away from you or wanting a divorce or wanting separation, they are almost automatically on the opposite side of any fence that they perceive you as being on.

    So use the jujitsu. Go with them.
    This part wasn't too bad. It's a great
    transformation mechanism.

    You can obviously see an A-B-C chain of
    logic that leads from where the reader is
    to where it ends...

    I have a tiny nagging issue with the last few
    parts. He could have injected in more
    credibility elements and carried the
    momentum further...

    The ad is also valuable - it teaches.

    I like the price reveal - there's great
    psychology at work there!

    Do you know what the conversion rates are
    for this letter?
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    Cheers,
    Winston
    The Beginner's Doctor

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    • Profile picture of the author Jonathan 2.0
      Banned
      Thanks for the insights Winston.

      Unfortunately I don't know the conversion rate however I'm guessing it's relatively high.
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      "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
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  • Profile picture of the author ThomasOMalley
    I can confirm that this ad does well. I heard that listening to Yanik Silver who is a friend of Dean Jackson who is behind that ad and business.
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  • Profile picture of the author William Maloney
    This is the art of persuasion. Also, this art of persuasion, the rules involved over there are and can be applied in marketing too. The ad is successful because the rules are present over there. First, you need to show the reader that you know about his problem, that you understand his problem and his needs, next, you need to show the reader that it's not his fault for his disappointments and failure. After that, show the reader that you know the solution and that you can help him. The ad is really successful, in my opinion. Well written ad.
    Signature
    tigari electronice
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    EDIT BY MODERATOR: Why does your location say "Chicago" when your IP is in Romania?
    I'm staying in Romania for a while but I'm from Chicago, is there a problem?
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  • Profile picture of the author Pusateri
    Setting aside the copy, which is wonderfull, I love the subtle old-school formatting.

    Change the font to Courier and it could be a DM piece from anytime in the last forty years.

    Indented paragraphs. Ragged right. Just black and reflex blue. Underlining instead of highlighting. None of the typical IM visual hype.

    And everything sandwiched between a B&W photo of the elderly author in his out-of-style windsor knotted tie at the top and the BBB logo at the bottom.

    That small blue BBB logo is the perfect PPS for this offer.

    And because everything is so understated, those gray order buttons really pop. Great lesson in contrast right there.

    This is how you build trust visually.

    SWIPE

    PS - The author is actually Old McDonald. Something familiar about that. He had a farm, you know. How could you not trust old Homer McDonald?
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    • Profile picture of the author WinstonTian
      Originally Posted by ThomasOMalley View Post

      I can confirm that this ad does well. I heard that listening to Yanik Silver who is a friend of Dean Jackson who is behind that ad and business.
      Interesting.

      I had a feeling it converts well too.


      Though the rhythm in the copy seemed a
      little shaky...So I was a little doubtful.


      It might be the old-school format...lol


      I might be just biased.

      Originally Posted by Pusateri View Post

      Indented paragraphs. Ragged right. Just black and reflex blue. Underlining instead of highlighting. None of the typical IM visual hype.
      I like that too...


      However, some tests have actually
      shown that highlighting, even in direct
      mail pieces, can skyrocket conversions..


      Though I doubt anyone has really done
      a very extensive test on it.


      Oh what do you know.


      Since the internet's cheaper, we could
      run tests more easily...


      Winston Tian
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      Cheers,
      Winston
      The Beginner's Doctor

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