Hello All,

I can't find a single review or comment
about this, and was wondering if anyone
here has it, and has anything to say
about it.

http://www.ultimate-online-swipe-file.com/

Thanks,
Joe

This is not an endorsement. You need to make up your own mind - but using his methodolgy I captured quite a few Lord & Thomas ads from the 20's – like this gem...

http://homepage.mac.com/robertstover/L&T_CleverAd.pdf

On the other hand, once you get the hang of it, you will waste hours and hours of time looking up goodies like this. It gets rather addicting.

Robert[/img]

I'm always looking for more ways to waste hours of time

Actually the 2 things I'm really looking for are:

1. the ability to research and get facts from 3rd parties to support my copy from credible sources.

2. a handful of more contemporary ads from the likes of Gary Bencivenga and Eugene Schwartz.

Do you feel that it was worth the price?

Joe

By the way, that L&T ad could probably run almost as is today... nice stuff!

If you are only looking for a "handful" of copy samples from the names mentioned - then yes, it will probably be worth your money. I went on a binge and recieved more than a handful of ads... For example, my digital swipe file now has over 200 tested letters from another source it points you to....

I've got a series of Sackheim, ads from Halbert, Schwartz, Caples, Karbo etc. Anywhere from 3 to 10 on each of those. I also looked up some of copy's historical greats and found ads by them.

I haven't used it yet as a research tool.

Yes, the whole series of L&T ads I found are very relevant. This was one of my favorites because you still hear echos of this ad coming through Halbert, Abraham, Carlton etc. And, its a talk I have to have with every single new client I've worked with - and have had to repeat many times with long-standing clients. It addresses a results-driven copywriters greatest struggle with image driven clients.

Did they break their own RULE?

I printed out the L&T ad... and while I agree with what it said... it didn't sell anything!

It was a "positioning piece" -- which to me -- is exactly what they were saying to NOT DO!!!

Did I miss something?

Or shouldn't they have closed the ad with...

"Receive your FREE copy of L&T's Special Report: '10 Mistakes Advertisers Make that Cost Them Millions', write, 247 Park Avenue......."

They never ASKED FOR THE ORDER in their own ad! Wasn't that a MISTAKE? Or is it another case of "Do as I say... not as I do!"?

You tell me...