Print (Magazine) Ads from Athena Phermomones

swiped by Mike Schauer in October 2015

"Biologist's Aftershave Additive Increases Affecton from Women"

Next time someone says print ads are dead or that no one buys gimmicky products, show them this example. Although I only traced the ad back to 2000, I found reputable...View More

Biologist's Aftershave Additive Increases Affecton from Women

Key Takeaways

  • 80% of the ad is focused on "proof", which is necessary for this product since it easily raises skepticism. 
  • The biggest form of proof is the actual doctor who created the product & is a big reason why her photo comes first. The ad mentions her Ph.D credentials, followed by her claim of being an original co-discoverer of human pheromones. All of these facts increase her credibility.
  • Notice how the latest headline includes "Biologist" in it ("Biologist's Aftershave"). This instantly makes the product seem more legit since it's coming from a respected authority figure.
  • The second form of proof used is testimonials. The big thing to pay attention to in the testimonials is how they are recently dated & continuously updated. This makes them seem more real & relevant.
  • The third form of proof & arguably the strongest behind the doctor's credentials, is the positive results of actual scientific studies. "Proven Effective In 3 Double-Blind Studies" is given as much emphasis as the main headline & then exact results from one of the studies is cited.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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