Print (Magazine) Ads from Athena Phermomones

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 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!