"When My Skinny Doctor Laughed At Me, I Actually Threw My Dress At Him"
This is one of several ads Bud Weckesser of Green Tree Press wrote for a weight loss product they promoted for several years & sold a whole lot of. The copy...View More
is absolutely fantastic for the weight loss niche & he does a fantastic job of weaving in stories from real people to really relate to the prospect & make it seem as if they are hearing from someone just like them. The headline & most all Bud's headlines are cliffhangers with ellipses at the end that easily reel you in. You truly appreciate the genius of the headline when you read the ad & realize it's not until the very end of the ad, when you see the headline-story connection and it's never as dramatic as the headline sounds which is exactly what makes it such an amazing headline. There are so many brilliant elements in his ads, from the way he so closely relates to the target reader in the beginning to the way he elegantly makes the offer at the end & masterfully dissolves risk. For instance, including compelling verbage like we will return your "original uncashed check" if you don't lose weight in 5 days & continue to do so (& won't cash the check until day 31 if they do decide to keep it). Even then, you can still get a refund months out if you're not satisfied. My favorite part of the ad though is the "Important Reminder" at the very end warning the reader not to go overboard with the system & get too skinny. A compelling and humorous final nudge to get across just how confident they are in the product. Overall, the ad shifts the reader's thinking from "will this work?" to "this could work so well, I may not even have to work that hard at it."
