"Free Book By 57 Year Old Swimsuit Model Reveals A Top Secret Way To Lose Weight...Extremely Fast!"
This lead generation ad from Gary Halbert has an awesome story behind it. He was at a medical clinic & when it was time to pay for his visit, he struck up...View More
a conversation with the secretary. Impressed with her physique, he asked whether she had modeled or not. It turned out that she was 57 years old and was a model featured in many notable magazines. On the way back home he mentioned to Caleb O'Dowd, a copywriter who worked with him, that he wasn't sure how he'd use her yet, but that he'll think of something. Two days later they went back & signed her on for the lead generation ad you see below, offering a free book on weight loss. The ad is a great example of using an impressive & fascinating persona as the main theme of an ad. The fact that he saw so much value in her as a marketed expert shows you how valuable a great spokesman can be in your marketing. More than her just age, Gary utilized the idea that as a model, she must keep her weight down or she will no longer have a job. It's a great frame to make her insights seem extra valuable & reliable.
