“Want to Write, But Can’t Get Started” Ad from Newspaper Institute of America

Key Takeaways

• Note how authoritative "Newspaper Institute of America" sounds, like it's a serious university or institution when really, it was just a mail-order company that sent out educational writing materials. The names you use have a big impact on how people perceive you product or company.
• Pay attention to how they tested out different testimonials over the years, mixing up genders, ages & scenarios. The power of a testimonial is not only to show proof, but to provide an example of someone who started out just like the prospect did & achieved the type of success they envision.
• By using qualification, the institute makes people feel more special to be a part of it, while getting across that they have standards & focus on quality.

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!