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

by 9 replies
12
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
#copywriting #love #swipe
  • 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
    • [1] reply
    • 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
      • [1] reply
  • 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?
    • [1] reply
    • 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.


      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.
  • 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
    • [ 1 ] Thanks
    • [1] reply
    • Good stuff. I think "Safe Advertising" was written by Claude Hopkins when he was at Lord and Thomas.
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