Last summer I met a copywriter from the U.K. named Adam Carroll.
Adam works with some of the big name direct mail copywriters and has sent me links to ads from guys like Gary Bencivenga, Clayton Makepeace, Parris Lampropoulos, and Jim Rutz.
Anyway, instead of hoarding these ads for myself in my swipe file, I thought it’d be fun to share some of them publicly on this blog.
So without further ado, let’s get crackin’…
1.) The first ad is from Jim Rutz.
Jim Rutz is an amazing copywriter who co-invented the magalog.
According to Adam, the ad below is one of his health market ads:
http://www.bottomlinesecrets.com/blpnet/offers/order_ihs_mag.html?sk=157412
2.) Next, here’s a Gary Bencivenga ad that’ll get your mouth watering (literally!):
http://www.davidrosengarten.com/landing_page.asp
If you’ve been on my blog “alerts” list you already saw this last month.
(If you aren’t on my blog “alerts” list, and want updates when I come across great ads and useful resources like this, you can subscribe at the right hand side of the page where it says “Free Copywriting Newsletter.”).
By the way, if you hear a “growling” noise while reading this ad, don’t worry.
It’s just your stomach.
3.) Another Gary Bencivenga ad sent to me by Adam:
http://www.markskousen.com/visitor.php?offer=10441
From what I understand, this ad has been running a LONG time now.
And the psychology of the headline is discussed by Gary Bencivenga and Clayton Makepeace at:
http://www.makepeacetotalpackage.com/ezines/library/ezine40.html
4.) Speaking of Clayton Makepeace…
Here’s one of his ads:
http://phobos.doctorspreferred.com/Emails/JRCA/mcm_default.html
Notice how this ad isn’t just one continuous page?
It’s more like a “web magalogue” (webalogue?)
Interesting, eh?
5.) Finally, some ads from my swipe file I haven’t had a chance to post until now.
Eugene Schwartz’s famous “Dr. Chang” piece:
http://www.bensettle.com/Swipe-File/Dr-Chang.pdf
Warning: This is a little blurry on some pages. Special thanks to Alger Cavalloro for helping me shrink it down and fix it up so it’s more readable.
And here are some older Eugene Schwartz ads from back in the 1960’s:
http://www.bensettle.com/Swipe-File/machine-evening.pdf
http://www.bensettle.com/Swipe-File/twice-young.pdf
http://www.bensettle.com/Swipe-File/human-computer.pdf
http://www.bensettle.com/Swipe-File/live-100.pdf
Okey-dokey, that’s it for now.
I’ve learned a lot from studying these ads.
I hope you do, too.
P.S. Special thanks again to Adam Carroll for sharing the Gary Bencivenga, Clayton Makepeace and Jim Rutz ads above. If you’re looking for a copywriter, and would like to see his work, email him with the words “Copywriting Project” in the subject line.
Make sure you let him know I sent you and he’ll treat you right.
{ 11 comments }
Batman Begins
Yes, this is exactly the feelings I have as I read your blog. I find you to be one of the most generous colleagues (may I say so?) I have ever been in contact with.
Usually, the world of copywriting seems to be full of scarcity, full of secrecy, of “cachoteries”. But not with you.
Thank you again. I feel so indebted to you.
Actually, I have found a few Hopkins’ ads in an old book, if you’re interested I can send them to you…just a small attempt to return your favors.
Hey Swans, thank you. That’s extremely kind for you to say.
I echo the above comments about your willingness to share access to adds of these copywriting legends.
Greatly appreciated!
That is quite a collection that you shared with us, Ben.
You are a fountain of knowledge of copywriting and I appreciate it. I hope that I can return the favor, one day.
Happy New Year!
Stephen and Robert, you guys are more than welcome. I’m glad you enjoyed the links.
I love Gene Schwartz. He’s my hero. Thank you. I’d love to see what all else you have hidden there behind that /Swipe-File/ directory
I don’t have NEARLY enough Schwartz and Bencivenga.
Hey Greg,
If you like Eugene Schwartz, I donated a bunch of his ads to Michael Senoff’s http://www.hardtofindads.com site.
Ben
Hi,
Thanks Ben.
I downloaded all the stuff and printed it out for hand writing.
I really appreciate it.
Sincerely,
Edward Santosh
Thanks for sharing, Ben. By the way, most people don’t know this, but Jim Rutz is also the author of the book Megashift. I’m reading it right now and highly recommend it. Just look it up on Amazon.com.
Hey Ryan, thank you for reminding me about that book.
I’ve been putting off reading it for far too long.
His http://www.worldnetdaily.com articles are some of the best I’ve ever read. Not just his writing, but the off-the-wall subjects he writes about.
Awesome stuff. I bet the book is even better…
Awesome stuff.
Some John Carlton swipe (and commentry) here:
http://www.perrymarshall.com/720/examples.htm
Any more Bencivenga swipe knocking about?
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