(The Sea Monkey’s ad WAS amazing. It was the illustration that sold it and made it last so long. The comic book ad collection shows a bunch of similar ads that weren’t as successful or long-running, and you can see why. The picture sold it, (even though it wasn’t even remotely close to showing the reality of what were BRINE SHRIMP!) If I recall, later versions of that ad had a small, round photo of “actual sea monkeys.” Prolly because so many complained!

Many people have a hard time reading a screen on a computer.

Loren, I would like to know how I can contact you. An email address will be just great.

myemeralds4@yahoo.com is mine.

What a fun read - full of underlying lessons.

From the time I was about 7 or 8, I’ve been so fascinated by the ads like used to be on the backs of comic books and inside match books. I long ago lost track of how many things I ordered from mail order as a result. I may have been the youngest customer Michigan Bulb Company had in their Flower of the Month Club. Which got me into gardening as a hobby.

One of my favorite seed catalogs is put out by JL Hudson, Seedsman. The format is tiny type that nearly requires a magnifying glass to read - no pictures, just a few illustrations. But the copy is compelling, I’ve ordered hundreds of dollars of seeds from them over the years. And until recently, a pack of sees was only a buck!

If I happen to be in a waiting room without something to read, I still (almost compulsively) pick up a magazine and turn to the ads.

Thanks for the memories,
Rod

I’ve never heard of the “real monkey in a teacup” thing - I’m appalled by the idea of shipping primates to children in the mail… it just seems cruel because they are fragile creatures needing a lot of special care. Don’t get me wrong - I desperately wanted a monkey myself at age 10, and I’ve asked around other have confessed to wanting to own moneys in childhood too.

Apparently the offer was real however. Here’s the ad for the mail-order miniature monkey:

http://farm1.static.flickr.com/5/18579417_bd5e498116_o.jpg

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On the subject of making copy and the whole process of engagement entertaining, I agree 90% - because it’s a balancing act where it can be tempting to cross-over into clown territory or not be truly empathetic with your market. Some “pains” are just real serious things and while writing to sell should be clear and engaging, writing for a hemmorhoid cure (a painful problem) is very different from a course on making money online (which is a thing people buy because they want pleasure).

The current crop of scruffy surfer-dude cut-ups teaching how to make money are a great example of how the line between entertainment and salesmanship is getting blurry with some markets. Consumers have a need to create a self-image around what they buy, which cultural trends they follow… and marketers who are able to tap into these powerful needs to, um… “belong” or “be somebody” can do pretty well working this entertainment-selling angle. A lot of adult problems however are not areas where customers are likely to be looking for a “personality” to entertain them - which isn’t an excuse to be boring with how you sell - it’s an opportunity for savvy marketers to “feel the pain” in their prospects and get under the skin of what people really want…. sometimes it IS excitement or entertainment or a scruffy hero to identify with, but not always.