Is this a direct response ad or
a weekly newspaper column?
One theme we’ve seen in the ads reviewed so far is:
Make your advertising look like news.
This newspaper advertisement for a wrinkle cream takes it to a whole other level as it disguises itself as a Question & Answer column you’d find in a typical newspaper or woman’s magazine.
Just like so many of the other advertorial style ads, this one is laid out to look like a typical article.
Notice, there’s nothing that tips you off that it’s selling anything. There’s not even a hint of a product being sold anywhere in the headline or opening paragraph.
So, let’s see this ad makes money for its advertiser…
It all starts off with the headline…
Wrinkles, Under-eye Dark Circles and Bags —
Does Any Cream Work?
See how disarming that headline is? It doesn’t make an unbelievable claim or host or brag about what a great product it is.
Instead, it asks the exact same question so many women who are concerned with wrinkles and dark circles and bags under their eyes would ask.
And of course, the reader has tried many of the creams available and is looking for something better. So by asking… Continue reading