I’m going to start the ad review with one of the all-time great direct response lead generation ads.
Take one look at this exercise bike (called the ROM, which stands for Range of Motion).
You know there’s no way in the world this friggn’ time-machine looking contraption can possibly do what it claims.
It looks ridiculous…impractical… intimidating…and complicated.
And it costs a whopping $14,615. That’s about 20 years’ worth of gym memberships!
And then there’s the outrageous claim…
“Exercise in only 4 minutes.”
Four minutes! “Yeah right,” blasts the voice in your head.
Common sense and logic dictate you shouldn’t even take a second look at this ad. Yet…
…Versions of this ad have been running in magazines (including Robb Report, Forbes, Fortune, etc.) for years.
Obviously, it’s getting customers to buy.
And any ad that can sell this device–is a great direct response ad.
There are a ton of powerful marketing lessons to learn from this ad.
But first… Continue reading