This is one of the BluBlocker ads that helped Joe Sugarman sell 20 million pairs! As a kid, I always enjoyed wearing my dad's Blublockers & now, as a marketer,...View More I have a whole new appreciation for the product & this campaign. "When I put on the pair of glasses what I saw I could not believe. Nor will you." That's the first subhead you read & it instantly pulls you in thinking "what could he not believe?!" Sugarman then proceeds with a story that intelligently makes him sound like a customer, even though he's the creator. As you read through the ad, notice how Sugarman begins the story by describing how shockingly amazing the view through the lens felt (comparing them to his more expensive glasses). Then, in the next column, he immediately transitions to the health problems associated with conventional sunglasses. If that weren't enough, he even mentions how they went all out on the frame (once again, comparing it to luxury eyewear) as well as the hinges. Sugarman finishes the ad with a strong guarantee stating that "if you don't see a dramatic difference in your vision - one so noticeable that you can tell immediately, then send them back anytime within 30 days." This will easily go down as the greatest campaign for eyewear, ever.
Vision Break-through BluBlocker Ad by Joe Sugarman Swiped in November 2014 Ran 1987
Use the power of storytelling as a happy customer to disarm prospects & minimize the feel of you "selling them". When you have a customer doing the talking, people are more likely to trust & believe what's being said.
When you sell a quality product & a lot of care goes into your process, you want to get that across in your advertising in a very detailed & clear way. That's a huge asset for your marketing & builds immense value around your product.
When selling your product, hit multiple selling angles like Sugarman. He focused first on the emotions you'll feel when you put them on & then focused on how harmful not wearing them could be to your health.
Are you selling a lower-priced product in a market that has a large luxury market? Like this ad, don't shy away from making a comparison & making the luxury brands look silly.
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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