Eye-Stopping Headline: "10-Cent Tummy Tuck puts plastic surgeons out of work!"

Prouddad

Is that a great headline or what? It sure made me want to read more. In fact, I was ready to toss the magazine into the round file until that headline caught my eye.

The headline comes from the front page of Bottom Line's Natural Healing with Dr. Mark Stengler, a natural physician. This is so eye-grabbing, that it looks like something that Clayton Makepeace or Carline Anglade-Cole may have created.

Do any of you know who wrote this captivating magalog?

Rob

Cartoonman

Not 100% sure who wrote it but it sure is catchy.

Thanks for sharing.

You could also play with this headline...

"10-Cent Tummy Tuck Plastic Surgeons Want Banned"

"10-Cent Tummy Tuck That's Sending Plastic Surgeons Broke"

"The 10-Cent Tummy Tuck That Leaves Cash In Your Purse
While It Sends Greedy Plastic Surgeons To The Poor House"

Kindest regards,
Andrew Cavanagh

Mr. Subtle · 12:44 PM

The writer was no doubt inspired by Makepeace's:

The 23¢ Life-Saver Heart Surgeons Never Tell You About!

Now that's how you use an INSPIRATION file. (I hate the term SWIPE file.)

John Ritz

I got the "test mailing" to send no money, get 3 issues of Bottom Line Health and 3 books, then they'll invoice me to continue getting the newsletter. I can continue it or mark cancel and still keep everything I got.

Now THAT'S an offer. of course I grabbed it. Plus I've subscribed to that newsletter before, so I know there's tremendous value in it.

John

David D. · 03:19 PM

Copywriter is Arthur Johnson -- a master of scintillating copy and of elevating the most mundane piece of information or item (in this case, probably an herbal weight loss supplement) into something you've absolutely got to know or have.

I doubt it was inspired by Clayton's headline -- brilliant and successful though that headline was. Arthur's headline is a masterful execution of many tried and true Boardroom copy techniques that go back years: Naming something ("10-Cent Tummy Tuck"), using the low price as an adjective in the name ("10-Cent"), relating it to a known higher priced treatment ("Tummy Tuck"), and claiming to be so good that it will put the high-priced alternative ("plastic surgeons") out of business.

David Deutsch

thinkinginside.com

John Ritz

Hey, thanks for that, David. Good to know!

Of course it's already in my swipe file as well.

John

Mr. Subtle

Quote:

Originally Posted by David D.

Copywriter is Arthur Johnson -- a master of scintillating copy and of elevating the most mundane piece of information or item (in this case, probably an herbal weight loss supplement) into something you've absolutely got to know or have.

Is this the same Arthur Johnson who is on the Bottom Line infomercials with Hugh Downs?

David D.

Yes, absolutely it's the same guy.

And I think one can see how his verbal facility -- and his enthusiasm and sincerity -- translates into great copy.

David

Quote:

Originally Posted by Mr. Subtle

Is this the same Arthur Johnson who is on the Bottom Line infomercials with Hugh Downs?