Ben Settle

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File under: Copywriting & Sales Letters

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:

2.) Next, here’s a Gary Bencivenga ad that’ll get your mouth watering (literally!):

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:

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:

4.) Speaking of Clayton Makepeace…

Here’s one of his ads:

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:

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:

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.

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

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