The DieHard Acid Test from Sears

swiped by Mike Schauer ran 1968

We found this one when doing research on David Ogilvy & his work with Sears. I'm not sure if Ogilvy was behind this one, but it's definitely a possibility....View More

The DieHard Acid Test from Sears

Key Takeaways

  • Uniquely naming your guarantees will always make you stand out & generate more curiosity. Otherwise, you run the risk of looking like everybody else & lessening the power of your guarantee.
  • Use a "testing" hook as a curiosity generator. As this ad shows, the test itself does not have to be a fixation in your copy. Instead, it can be used more for a hook & loosely tied in.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of 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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