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Outrageous Advertising That's Outrageously Successful — Chapter-10: Swiping Ideas And Deploying Them Into Your Business
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OUTRAGEOUS ADVERTISING that’s outrageously successful
- Swiping Ideas And Deploying Them Into Your Business
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One year, a friend of mine sent me a box of Omaha Steaks as a gift. They were great steaks, and every year since then, I have been on their mailing list.
At the time of this particular story, I was operating my menswear stores. Omaha Steaks were selling steaks. What could I possibly learn from them?
How about a great idea? See, shortly after I received the box of steaks as a gift, I got on Omaha Steaks’ mailing list and an envelope arrived from them in my pile of mail.
Instead of just being an envelope, it was what I call a pop-up envelope, where there’s an actual coupon attached to the back of the flap in the inside.
So, as soon as I opened up the envelope, the coupon popped up for savings on an order for more steaks. As soon as I saw this, I said to myself, “This is great. I don’t even have to hunt for an offer.”
Then I immediately did something else. I called my printer and asked if there was any way that I could do this. Not for steaks, mind you. I was still selling menswear. I just wanted to copy the concept of a pop-up envelope.
That’s right, my best ideas aren’t mine. They are borrowed.
The phrase I use is “S&D” (swipe and deploy). The idea of S&D marketing is that every idea out there is fair game for me to take and adjust to use to my advantage. In fact, I encourage you to do that with everything in this book.
Front
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00108.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] OMAHASTEAKS YOURGOURMETGIFTCERTIFICATE includes the following for S59.99: 4 (5 oz.) Filet Mignons, 4 (7 oz.),Top Omala Steals, Irc + 10909 Jshe Gat Bivd: P.0. Box 3300 Omaha, Ntoraska 68103 Sirloins, 4 (4 oz.) Boneless Pork Chops, 2 (4%: oz,) Stufted Sole with Gourmet Gift Certificate No.: LMC420 Scallogs & Crabmeat, 8 (3 oz.) Gourmet Franks, 4 (4.oz.) Burgers) and FREE copy,of the Good Life Guide Cookbook, Gourmet Burgers,10 Portionsot Potatoes su Gratin (+6FREE Valid Until: 4/26/04 PAY TOTHE PLUS... FREE6-PIECE CUTLERY SET, ORDER OF: BillGlazer THE ONEHUNDREDFORT $144.81 SUM OF: HNU Not Transferable - Not Redeemable For Cash OWNER for credit card orders. Give certificate number to get special discount. This certificate also valid on phone orders, Call FREE 1-800-467-4745 To order by mail, please use crder.form enclosed.
Back
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00109.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Unlike Anything You've Ever Tasted haCrfvsGrog,lnc 24047-M
Front and back of Omaha Steaks’ pop-up envelope. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
But here’s the right and ethical way to do this. Look outside your industry. The best ideas to S&D aren’t going to come from copying what your competitors are doing. And, in fact, doing so is actually unethical. Instead, find someone doing something else in another industry and see if you can make his or her ideas work for you.
first, avoid unethical s&d
Borrow, but don’t borrow exactly word for word. Remember the “deploy” part of S&D.
In other words, if you are in the same business as I am and in the same market, do more than take my logo off of my advertisements and slap yours on. Copying in such a blatant fashion is unethical—and it will probably backfire, as customers in the same market could recognize the campaign from another business and punish you for it.
Stealing the ideas of your direct competition is unethical even if the customers don’t call you on it. It’s just wrong. But even more, it’s not nearly as effective as importing and tweaking an idea from another industry.
When you take an idea from anywhere, tweak the words a little—as you will be forced to do to ethically S&D in order to make it suit your business.
the many sources of ethical s&d
Look, S&D is ethical. I just had to warn you in that previous section not to steal directly from your direct competition.
On the other hand, if an idea has worked somewhere else, it will probably work for you. Good ideas translate easily into a second use across industries, and once you learn this simple concept, you will realize that S&D is easy, ethical, and it works.
So if you are going to swipe and deploy for your own business, where do you look to swipe? Well … everywhere!
Your eyes should be open to everything and anything, and at least one compartment of your mind needs to be in a constant state of marketing. Stay interested, stay curious. Look at everything!
the top three sources to s&d
You can find ideas anywhere, but some places are naturally more fertile than others. And it doesn’t matter who you are or what business you are in, once you start looking in these three areas, you will find a wealth of ideas.
#1 - Your Own Mailbox
You are not the only business in the world that is trying to sell something. If you look around the world, you will see that you are inundated with sales messages. But you don’t even have to venture into the world to find what I think is the best source of great ideas: YOUR OWN MAILBOX.
Of course, in order to find things in your own mailbox, you have to be sure to get to the mail before it is sorted and thrown out. You, like me, may not live alone. I am married, and my wife usually gets to the mail before me.
And I believe that I am like most every other husband in America in that by the time I get to the mail, my wife has already been through it and sorted it. She has her own interpretation of A pile, B pile, and C pile. Some of it is important. Some of it we have no use for. And some is to be looked at later.
Except …
I have a use for ALL of it.
You see, even if you have no interest in responding at all to an offer, it’s still worth carefully studying. It’s like having a mini-marketing lesson every day for FREE!
You want to study:
• What others are doing
• How they are doing it
• How they’re trying to grab your attention
When something comes into your mailbox, even if it is a bad campaign, you can use it as an opportunity to observe and even learn.
And sometimes, you just might see something that is great and be able to swipe and then deploy.
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OUTRAGEOUS boost
Create your own swipe files of OUTRAGEOUS advertising as a resource to give you ideas for your next OUTRAGEOUSLY successful advertising campaign.
#2 Referrals
I’ll guarantee this will happen to you. Once you start using more and more OUTRAGEOUS advertising, people will remember you as the person who does OUTRAGEOUS advertising.
Since people love this stuff, you will inevitably have something like fans—people who are on your side and love your advertising so much that they are actually on the lookout for similar, or at least interesting, advertising to show you.
“Hey, you’ve got to see this,” they’ll say.
The true magic of this type of advertising is that it is actually memorable and interesting and therefore noticeable, and since it is all of those things, you end up developing a sort of silent army of admirers who will speak up from time to time when they see something that they think may interest you. These people are a tremendous resource.
It happens to me all the time. For instance, I have a friend who owns a local Ford dealership, and he recently sent me a terrific example of OUTRAGEOUS advertising that he received in the mail because he knew I would enjoy seeing it and perhaps want to S&D it.
It was a tin box with a window in it that contained a pair of special glasses and a sheet of paper containing his own personal URL (with his name written in it) for him to type into the browser of his computer and look at while wearing the special glasses.
When he typed in the URL, the Web site welcomed him and told him to put on the glasses to see the rest of the message. How cool is that?!?!?!
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00110.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Bruce,
goto: www.Reveal4me.com/BruceSchindler
3-D sunglasses mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Now I haven’t figured out yet how I will S&D this, but it immediately went into my special box where I keep all this stuff for future reference. You can bet that I’ll figure out a great use for this.
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OUTRAGEOUS boost
Notify your friends that you are always on the lookout for OUTRAGEOUS advertising that grabs their attention and ask them to save it for you whenever they come across something.
#3 – All Media
Everything is fair game.
Whenever you are exposed to any category of media, always pay attention. Don’t make the mistake of thinking that you can only S&D a direct mail idea for direct mail.
Anything is fair game. You might see something while watching TV and say, “This is great; I’ve got to S&D this and figure out how to use it for an OUTRAGEOUS billboard.”
So, if it’s a radio ad, don’t change the station. Same with a fax you receive in your office, or an Internet site. Even if you are not interested in what they are selling, pay attention to how they are selling it … especially if they’ve grabbed your attention by doing something OUTRAGEOUS. There’s a good chance that there’s something in this idea that you can use.
There are amazing ideas out there just waiting for your S&D tweaks, and they are all over every imaginable media. All that you have to do is pay attention and you’ll see how fun and easy this is to do.
example #1 - the crayon letter
Sometimes you see an idea and you automatically know it’s great. This happened to me in December 2003 when I received Dan Kennedy’s No-BS Marketing letter highlighting a campaign sent out by one of his subscribers, Buffy Dupont, who worked with her husband at his auto repair shop.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
You can subscribe to a free two-month trial of Dan Kennedy’s No BS Marketing Letter and test-drive over $600 of marketing and money-making information at www.dankennedy.com.
The campaign Buffy Dupont used with great success was a letter to customers from her seven-year-old daughter.
It wasn’t just any letter. It was written in crayon.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00111.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] youre newhone is Grocie.Will yoube aod Ootly cun an honest auto repane chep and ffs rite doun theradI ve talkel thin no ging a free ikCHNoe moneysaysTin Im
Buffy Dupont’s Crayon Letter. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
A letter written in different color crayons with words misspelled the way a seven-year-old child would write it, asking, “Would you like to come into my Daddy’s shop to get a free oil change?” was something that I noticed immediately. I knew it was a great idea, and I had to figure out a way to S&D it.
But I also knew that, as executed, it was a great idea for Buffy Dupont. You see, she had a real seven-year-old daughter. This made it a believable letter. It had “reason why” copy—and an actual story of a real child behind it.
At the time, I had an eighteen-year-old daughter and a twenty-one-year-old son. Obviously, their crayon days were long behind them. And they weren’t getting younger.
But I knew there had to be a way to make it work, and then, when I realized how a simple twist could make it work, I was ready to spring into action. I knew better than to immediately disqualify such a good idea. There had to be a way.
Sure, my son, Josh, was twenty-one. But … he wasn’t always twenty-one.
And that was it. There it was—an idea was born, and Josh suddenly had written a crayon letter when he was six and he made me promise that when he graduated from college … well, check it out.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00112.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Joeh Look Glazer 1989 Inzide has something foryoue
Outside Of Josh Glazer’s Crayon Letter. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Tweaking this idea to make a crayon letter work for my twenty-one-year-old son was all it took to swipe this idea and deploy it into my own business. I actually did a lot more tweaking, but this tweak on the sales idea itself turned it into an original-enough piece to make it work for me.
And on the inside is an actual photo of my twenty-one-year-old son and me standing together on his graduation day. And the letter itself is from “Josh Glazer’s proud Dad.”
And you see immediately my “reason why” copy of “Making Good On The Promise I Made To My Son Over Fifteen Years Ago!”
In the letter, I tell the story of the promise that I made to my son fifteen years earlier, which was the reason for the offer, and of course there was a deadline.
Then continuing with the theme of the campaign, I include a coupon for a premium of a free umbrella, and I call this “Josh’s Gift To You.”
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00113.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] FronBill Glozer... JoskGlazer'sproudDad! I'mMakingGoodon The PromiseIMadeToMySon OverFifteenYearsAgo! Ber Fred LeteponorysyopydyroyfnlyaneMessesHea MesiernorHoodSotdo NidheTistGradntedAndNouW'sPayBackTrd BuPOne-Get-One-FREESale NowUntilJuneBk ON EVERYTHNGIII oreyouyf ridedForefrytteeier BlCAde,ore Bonus- FREE $ZO Umbrella! GFTSFORTOSBUTJEASAGFTFOROd Gaoe Deeten-2ieW,Bahimnry Somdt OuinpMile91sRrhierstumRoed 410-581-5051MonSaL18to94San.17t05
Inside Of Josh Glazer’s Crayon Letter. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
This campaign, which was a pure S&D endeavor inspired by Buffy Dupont’s letter, generated $23 in sales for every dollar we spent. Yes, crayons work wonders.
example #2 - omaha steaks
At the beginning of this chapter I began to tell the story of the pop-up envelope with a coupon on the back that I received from Omaha Steaks and how I had to call my printer to see if I could duplicate the idea.
The truth is that I couldn’t duplicate the idea. Omaha Steaks is a huge company that sent out thousands of mailings, and their huge volume was the only way they could afford such an intricate mailing. How did I know? I called the printer that printed up the mailing for Omaha Steaks and asked them what they charged.
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OUTRAGEOUS resource
You can get pop-up mailings done by City Print USA: Contact Steve Harshbarger Phone: 1-866-907-1222 E-mail: sales@cityprintusa.com
But I didn’t let this bit of news discourage me. Instead, I called the printer I typically used and he came up with a similar idea with a lot less complicated execution and at one-quarter the cost.
At the time, I was looking for a New Year’s Day promotion for my menswear retail stores, and since it was for the year 2001, I came up with a “no-strings-attached” gift certificate for $20.04.
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OUTRAGEOUS boost
When you make a no-strings-attached offer, very few will take advantage of you. In fact, most people spend a multiple of what you are giving away for free. This is called the law of reciprocity, and it is very real.
This was a New Year’s Day special, and we were swamped with people. In fact, this was the second most effective campaign (next to the five-page sales letter, see chapter 1) that I ever ran.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00114.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] SgaiCTCERIIFCATT phiniDat open Carefuly!
Gage Menswear’s 2001 New Year’s Day pop-up envelope. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
And then, to show the power of S&D, a company that prepares tax returns, headquartered in Virginia, took the same pop-up envelope idea and tweaked it again and made it work for that business.
This is a great example of the power of what I call S&D marketing. You’ve just seen how an OUTRAGEOUS idea can be used for three different companies that on the surface have nothing in common—from selling steaks to selling menswear to selling tax returns.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00115.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] “Amazing Secret Discorered By... Mr.X Adds 27% More Money To Your Refund Check -- .. Eliminates IRSHaslesAnd Headaches .... I'ajiandder lipadhdotsaivea And Can Reduce Your Tax Refund Loan Wait TimeToLess Than 29 Minutes RdManrad Guaranteed!” *SeePRESP9CIXLS35.00CP? wr.X.otsoxam inside... LIFTHERE
Pro-Tax pop-up envelope. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00017.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ATTLVING OUTRAGEOUS ADVEISING
OUTRAGEOUS exercise
Since the pop-up envelope places its offer right in front of a customer or prospect as soon as he or she lifts the flap, this is a great promotion to use when you have a truly great offer. Develop the most generous (and OUTRAGEOUS) offer you can think of for your products or services.
example #3 – x-ray mailing
In the spectrum of A pile, B pile, and C pile, medical results including x-rays and the like would certainly end up in the A pile. After all, I think you’ll agree that medical results need to be opened now.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00116.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] TROM AFirnt Clam Letter Eocloved X-RAYFILM Do Not Fold WirEORO CCPSACtiC OrCt
Front Of Dr. Greg Nielsen’s X-Ray Mailing Envelope. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Well, Dr. Greg Nielsen, a chiropractor, knows this, and he came up with a brilliant marketing technique built on this concept. For a campaign, he had his staff send out x-rays of his own yellow pages ad and a letter inside from the staff.
The letter included “reason why” copy—that they mistakenly x-rayed their yellow pages ad and now didn’t know what to do with them.
So, they decided to mail the 100 copies of the mistaken x-rays that they created along with a prescription for a free office visit to 100 of their past patients.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00117.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] STAFFMEMO YouNeedToCallDr.Nielsen antPainKeliet -YesGatAFREEOmlerViit-Beorese IWautYonToHearMySide LPLE-HEW
Staff memo and x-ray from Dr. Greg Nielsen’s x-ray mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
I thought this was a brilliant campaign. In fact, I liked it so much … you guessed it, I just had to S&D it.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00118.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] WATERFORDCHIROPRACTICOFFICE DR.G.E.NIELSEN'DOCNIELSEN@AOLCOM 5O5ABERDRIVE,P.O.BOX86 WATERFORD,WI531850086 PHONE:(262)534-3767 FAX(262)5342363 (PATIENT'S NAME) (DATE) Rx:OneFreeofficeVisit EXPIRES: (DOCTOR'S SIGNATURE)
Prescription coupon inserted inside Dr. Nielsen’s x-ray mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
I only had a slight problem. Hopefully you figured it out by now. I am NOT a doctor.
So I had to come up with a way to S&D Dr. Nielsen’s brilliantly done x-ray mailing from a menswear store owner.
After giving it about thirty-three seconds of thought, for the purpose of my x-ray mailing I became Dr. Bill Glazer, DDS. Of course, when you see DDS after a person’s name, you automatically assume it is Doctor of Dental Surgery. But not me. I was Dr. Bill Glazer, DDS … aka Doctor of Discount Designer Suits.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00119.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] CLIENT MEMO Rater Dt,p11- Glaer D.D:B, (ooetor:ofotscoot -Detigoer Ssits) Thoteday, 2r3T pe “WhyIn TheHeck Is Bill Glazer Sending YouAn X-Ray To Celebrate Gage's 57thAnniversary? Dear Vit,F,ettent snd Trtest, Bight-eloutnowyou've_probably-returnedhone-frowivorkr-mmd-sftergoing-through your ane.qestLo0 i L.rectived.tbia_usiaalpeckageis-the.nall. mll are_auxlng youtpelf the_above.queacice.Oulte_trankly.I'dbe asksng wyseit the The nsverIa Sinplel Yoa_eutve are celebrating pur S7th Arniverary ofprovidlng thenen Sn Bsttlore the Jelsity_aod.yalve_fsoarstBeta.we.alee.ssas.aade.the.aoor.oox_is.our to shire ny nn. Here St the change that knos you ste really gnieg,to like,se have decided to, take yoar Minevear purchansa,ho we bave lovered all of,our prlces on Junt about everything merchaodise you purchased vithin 14 dars,sold misewhero tor Jeap,ws-it Tetund,yos] Ethe Mealfrareoci Butr The Mere Juet Sot A lot Better ror Xout eslhosca.k.Boya-ClotLng.Stetibe,siaosee-ase-GelebtatingE-anniversaryrhwee tso very spectal $ltt* Tor you, SImply hrlig In Ut mnelosed prewcxiptlon bernre Sunday, ov, ano and you can redeon 1t for 2.Plus,you'1l also recetvean ADDITIotL 5.7% orryour entire parchase, Very_neerely_and_tratetoly_Youre. P.8.a, Don't forpet to bring In the mclosed prescriptiom-se yoe-can-redect-it fer yeor Tree Olft aod Anbt71oL $.11 DLscount teloce Nevenber 2nd. hat_cel.for_the.lovent.prlce_ja_tosn.or.m.vould P.8.12, Tou'd better belleve ve ar, going to nake sure go broke vith a Triple Your Money Sacx cuRmeg. inile co theenelosed X-pay telongo te atypical Osge-tHinntlteyourrelf-vto ha ustsisooveret out nev Loueat Pricee in Jaltlmore OwATBE...See ya Dutoce_Soweber_2od PREz 17- Genulne Leather Tote Bag! A.457 .value.Youre.free.xith.aty.porchase-ot-s57-or.aore.
Gage Menswear Client Memo Inside The X-Ray Mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
And the x-ray I sent out was of a big smile—the typical smile of a satisfied Gage customer.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00120.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Tpical smileofaGageclientafter visih'ngeue57thonniversary celebrwhen and receimns thai- fwe FREE gifts. lokin:
Gage Menswear x-ray inserted inside mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Plus I combined this with our 57th anniversary campaign—giving a 5.7 percent discount and a free tote bag, which was a $57 value.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00121.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] DR. BILL GLAZER, D.D.S. (Doctor of Discount Designer Suits) DOWNTOWN OWINGSMILLS 200W.BALTIMOREST. 9616REISTERSTOWNRD (410)727-0763 (410) 581-5351 (PATIENTS NAME) (DATE) FREE Rx: 5.7% OFF Leather Bog Your Entire w/anypurchase Purchase of$57ormere S8U# 30-%7 5U0 30-906 EXPIRES: 02NOV2003 (Dr.BlLLGLAZER,D.D.S.SIGNATURE)
Gage Menswear prescription savings coupon. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Sure, it took a bit of tweaking to make the x-ray campaign work for my menswear store. But I proved that with a bit of imagination I could transfer a great idea across industries and find success.
Of course this idea would only work for chiropractic offices or menswear stores … right?
WRONG!
You can S&D it for just about any business if you put your mind to it.
For example, Rory Fatt, a marketing consultant to the restaurant industry, used the same idea of sending an x-ray of a smile to his customers. He cited the fact that people who attended his boot camp earned an extra $65,000 in six months, and then he asked, “Would an extra $65,000 in six months make you smile?”
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00122.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Restaurant Marketing Man's X-ray VisionRevealsTypicalSmileOf RMSBootCamp2004Attendee WouldAnExtraS65.000ln6Months MakeYOUSmile? bther sirevwthrcor Binsr Gaoyrm nalera ap24.3% onsfmy bo0om line pnfit irap S65,oo0 sihat'ieomhySXmomhs/ehrmrmartiseforsoyfamilywmiciThuoolyow SeutiHoomes,NiherCityRefaurant&BrrveryNlserdale,W GetRestaurantMarketingManOnYourSideToo. $65,000 FOR-YOURRESTAURANT
Rory Fatt’s S&D of the x-ray mailing that he used to sell seats to one of his seminars. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
This is yet another example of a great idea that traveled with great success across many industries.
example #4 - pill bottle mailing
Another example of a campaign that on first glance might appear to be specific to the medical industry is the pill bottle mailer.
You know, a pill bottle, just like you get prescriptions in. And again, Dr. Greg Nielsen was the first person I saw use this idea.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
When you find people who do great OUTRAGEOUS advertising, ask if they will put you on their mailing list so you can see everything new that they are doing. I’ve been on Dr. Nielsen’s mailing list for years as he’s been on mine. This is a great way to get new OUTRAGEOUS ideas.
His was a good campaign. Of course, a prescription bottle in the mail is something you have to open.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00123.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ingin your BCHROPRACTICOFFICE IDIvE,P.O.BoX86 WI53165-0086
Dr. Greg Nielsen’s pill bottle mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
On the inside of his prescription bottle was a tiny yo-yo with a letter from Marie in Dr. Nielsen’s office asking if you wanted a prescription to stop your health problems from going up and down like a yo-yo.
This was a good campaign. The yo-yo was not perfectly connected to the pill bottle, but it was still effective, and when I saw it, I immediately liked the idea.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
Information about the pill bottle mailers is available at www.pharmacyautomationsupplies.com.
I am not the only person who liked this campaign. Nina Herschbeger, a marketing consultant, used the pill bottle mailer to send out a mini newsletter asking people to subscribe to her regular newsletter.
And then Bill Marvin, a consultant to the restaurant industry who calls himself “The Restaurant Doctor,” sent out a pill bottle with a letter inside highlighted by a headline: “Where does it hurt?”
Also inside he included two aspirin, a list of possible symptoms, and then a prescription for two and a half days at his seminar.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00124.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Where does it hurt? njorpenoioroortrg+stfayofadundFess? BAnjowthaignenejtHstteanenirsynno ThisisJustWhatThe Fyoureinpein DoctorOrdered Greaingthe Eifortiess0 GoldGreupScholarship
Bill Marvin’s letter inside his pill bottle mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Each generation of use of this idea created a different and almost unique version of this catchy idea. At the risk of sounding redundant, this is a great example of how you can S&D from one unrelated industry to another … which is the BIGGEST point of this chapter.
example #5 - file folder mailing
A file folder in the mail? What’s kept in a file folder? Well, important information!
So if you get a file folder in the mail, you have to see what’s inside.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00125.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Cant
Examples of file folder mailings used by three people in completely unrelated industries. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Plus, a file folder has size. It’s not a typical white envelope; it’s 11½ by 9½ inches. That’s big. You’ll notice it in your mailbox.
Nina Herschbeger, a marketing consultant, started using this idea with great success, and soon it found its way into other industries.
Dr. Greg Nielsen, a chiropractor, then used the file folder to market his practice, and then Dr. Tom Orent, a dentist who helps other dentists build their practices, used it.
Dr. Tom Orent included his photo and handwritten notes all over the inside sales letter so that it really does have the appearance of coming from a doctor.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00126.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Date: May 4, 2007 CONEIDENTIAL: ONLY FOR: PATIENTS.PROFITS&POWER De. Robert Cunniogham FNALY-THEDDNTALPRACTICE Dr.Tom Oreet YOUHOEEDTOHAVE From: URGENTEINALNOTICE Re: ofenasidbrntlystiracting FaiureToRespoed byMay31,2007 thinyoscon bandeon More Idral NewPaticats ForfeitsS100.00To$72,000.00 witboutsrsia,strgle (2)Re: D. Par Waht, Dr Yar Zok ER (3) Re:ASafe, Government-Insured Investmient
The inside of Tom Orent’s file folder mailing. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
This execution of the idea by Dr. Orent was tremendous use of “reason why” copy by making it a confidential offer, and then all the elements of a deadline and offer are clearly visible.
Ideas, as Dr. Orent and others throughout this chapter have shown, are readily available. Just look back in previous chapters and keep reading for more.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00017.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ATTLVING OUTRAGEOUS ADVEISING
OUTRAGEOUS exercise
Now that you’ve seen some terrific examples of S&D marketing and how they were transferred from one unrelated industry to another, take each of the above examples and determine how you can S&D them for your business.
- Crayon Letter: _______________________________
- Pop-Up Envelope: ____________________________
- X-Ray Mailing: _______________________________
- Pill Bottle Mailing: _____________________________
- File Folder Mailing: ____________________________
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00026.jpeg] [No readable text recognized; consult the extracted image asset.]
Sizzling Outrageous Summation
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Swiping and deploying great ideas is the easiest way to get ideas. If it works somewhere else, it will probably work for you.
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Don’t borrow exactly word for word from someone in your industry and market. That is unethical.
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Ideas are everywhere.
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The three best places to get ideas are your own mailbox, referrals, and all media.
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Don’t immediately disqualify an idea just because it seems like it doesn’t fit. Chances are you can make it fit and do it brilliantly.