Why Does This Work So Well?

It's not an ad for sunglasses. Just look at the caption under the
image: "They look like sunglasses". In conjunction with the
headline the implication is these are not sunglasses, they're
something more and better.

It takes a big new idea - better vision - and sells the hell out of it.

The image of better vision is vividly painted for the reader.
The value of this better vision is established through comparison.
The reason for better vision is explained with scientific data.
Better vision health, and fear of losing it, is demonstrated.
Quality and comfort are insured and given value.
The offer to experience better vision with no risk is given.
The idea of better vision is reinforced.

and of course the words used to tell the story of better vision are
expertly sewn together to be interesting and engaging -- weaving
a fabric of desire and logic into a blanket of irresistibility.

There's a reason he is an all-star.

That's my 2 cents anyway.

One thing I noticed. The sub - When I Put On The Pair Of Glasses What I Saw I Could Not Believe Nor Will You

That's worded in a way that's hard to read. You HAVE to read it twice. And he leaves out SUN in glasses, again making you question "are they sun glasses?".

And the graphic slightly obscures the sub too. Making you look harder at what it says.


Beautiful. He knew the headline would lead you to read the sub then makes the sub difficult. So now your concentration is WAY UP throughout.

James

Right after that your eye darts to the glasses, and the They Look Like Sunglasses line... then darts right back to the opening.

Perfect.

James

In addition, the way he arranged the glasses over the box that is apparently meant to contain the image gives the impression it is popping out of the page.

This lends credibility (to me) to the "enhanced 3-D effect" of the glasses in the copy.

Story.

A reader's "BS detector" shifts into low gear when he reads a story. Story is the perfect vehicle to make claims that will be believed.

Look at the claims Joe makes in his story.

Education.

The ad explains troubling information about blue spectrum light and ultra-violet rays.

Alex