DM Tips #27 - October 2004

Glamour ads, Gorgeous Glacier Pix and more!

Published as a resource for your direct marketing work. Depend on FCC for imaginative, results-producing creative work, including direct mail - web - e-mail - ads - more!


--Glamour Ads, Power Birds and Vacuum Cuts - ______thoughts on copywriting by Albert Fried-Cassorla

International SOS uses new Fried-Cassorla developed _____ID card throughout the world

- Photos - Glacier National Park - a magnificent trip!

Join PDMA for a Pharmaceuticals Marketing luncheon on 10/13; e-Marketing on 10/19; Golf on 10/25!

_Movie and Play Comments: Garden State, We Don't Live Here Anymore, Manchurian Candidate, more

-Humor - High School Essay Analogies


Glacier National Park was fantastically beautiful! This shot is just one of several photos you can enjoy at higher resolution (see below).



Dear Friend,

Are you off to a great early Fall? When there's a nip in the air, people's thoughts turn to business. Wise minds turn to smart marketing -- the best remedy for ups and downs of the business cycle. Need an assist? You know who to call! (Not "whom," because this is advertising grammar!)

I hope you also enjoy my photos of Glacier National Park - what a beauty spot!


Glamour Ads, Power Birds and Vacuum Cuts

By Albert Fried-Cassorla

Here are some ideas and examples for selling more through direct response and traditional advertising. We'll cover much ground, going from the sublime to the... well, you'll see!


1. Copy can sell, even in glamour ads.

You know those stylish jewelry and designer clothing ads. Yes, they follow a formula which generally does the job:

  • Look very pretty or striking.
  • Show a bauble or a fashion item's image while giving it 50-90% of the ad space available.
  • Give only store addresses, phone and web response information. And nothing else.

About this type of glamour ad, my old friend Les Izmore is usually right. Les sez:

"Less copy means more impact."

Les also firmly believes that Image carries the day. Using much more copy would get in the way of the dramatic image.

True enough. But couldn't a few additional well-chosen words help drive sales?

Les's cousin Mor' Izmore (short for Morey) says: "Sometimes a bit of choice copy can help."

Even in these glitzy ads, it helps to mention, as one ad did, such things as "Numbered clasp for each pendant." The security-conscious customer may be glad to know that her $10,000 bauble could potentially be tracked and recovered after a robbery.
Would only a minority buyers care? Surely, Shirley! But at 1,000,000 plus New York Times impressions, that minority could add up.

On the poetic side, this brief copy line took up little space clearly added luster to a Cartier ad for a pendant:

A Wishnot pendant with ruby pearls…
A wish with every knot, a dream begins…

This transforms what might be viewed as a dingbat on a rope into a magical talisman of hope. Not bad for two lines.

And now a word from Nature....

 The bird is the word in Kiawah. 

Kiawah resident since 47,892 B.C.


2. Break out of the pack.

One way to accomplish this is to look for your hidden USP. Sometimes, your best asset is not the obvious one. For example, a resort on Kiawah Island in South Carolina recognized that NATURE writ large is their most unique feature.

Forget the typical routine: showing happy tourists on the beach and blessed-out golfers plying the links. Kiawah simply shows a beautiful bird, an American Oystercatcher. The sub-head powerfully states:  

Kiawah resident since 47,892 B.C.

What could be simpler or more dramatic? But is it response advertising? All I can say is that I visited their web site and found the place intriguing and have definitely added it to my list of possible vacation destinations.

A designer cut it isn't - but it sells!


3. There's a market for everything. Flowbee proves it!

Just because a product seems laughable to you doesn't mean it won't sell!

The corollary of this is: Never base your assessment of a product's benefits solely on how it seems to you.

The Flowbee is a great case in point. It meets a need, and a talented copywriter will find the strengths of even such a product: 1. less expensive than regular haircuts 2. fast and easy 3. beats trimming around a overturned bowl. When I told my Temple U. advertising students about this product, they thought I was kidding. (Who, me?)

I mean, who would believe people would buy a motorized vacuum attachment that cuts hair. What next? A gizmo that attaches to your car engine that sweeps up road-kill and produces edibles? (Excuse me -- I tend to get carried away).

As I mentioned, my students did not believe me. But the Flowbee is a popular product sold via infomercial. Its owners are laughing all the way to the bank. It may not be your idea of a "designer cut" but hey, it meets a market's needs. By the way, if you'd like a very interesting testimonial, visit Go to Testimonials and read what "Ed" of Wentchee, WA had to say.

Take a moment to check it out. That Ed don't lie!

Albert Fried-Cassorla is a direct response copywriter and president of Fried-Cassorla Communications, a direct marketing agency. He also serves as as President of the Philadelphia Direct Marketing Association. He may be reached at or 215-635-5189.

* * *

Find out how Fried-Cassorla Communications has used direct mail, e-mail and other media to achieve spectacular results! Visit -- read our Success Stories on our work for Merck & Company, UNISYS, GMAC, CIGNA, Scott Paper Company and others! Then contact us at to see how we can help you with your challenges!

Add muscle to your direct response creative work!

Let us help boost your response with powerful copywriting and design! Contact Fried-Cassorla Communications, Inc. now at 215-635-5189 (USA) or 

International SOS Travel Assistance ID Card and Carrier - International SOS is one of the world's premiere providers of travel assistance services. These services range from emergency evacuation to multi-lingual healthcare consultations and beyond.  

Fried-Cassorla Communications, Inc. was asked to create a new ID card and ID Card carrier for use by all covered persons. We offered several appealing ideas, and the one shown at the right, using an evacuation plane image, was chosen. We're glad to say that they were pleased with our work. The new card is in use throughout the world!

 To see our highly graphical Card Carrier, on which this card was mounted, click HERE!__To explore the diverse services of this firm, visit



Glacier National Park - What a wonderful journey we had! This may end up on one of your must-do trip lists. Here is a record of a visit to this national park in Montana in July 2004.

Want to boost your e-mail results?
Let us help you turn pixels into profits! Call Fried-Cassorla Communications at 215-635-5189 or e-mail!

The Philadelphia Direct Marketing Association invites you to these exciting October events!

1. Learn How to Sell Your Services to the Health Services Market
Wednesday, Oct. 13, 2004 - 11:30 AM to 2 PM
Speaker: Terry Tormey from The Tormey Consulting Group

Get new "insider secrets" from Terry Tormey and join us for lunch on October 13th.

Meet the Man Whose Team Launched ADVIL and Let Him Teach You the Secrets of Healthcare Industry Marketing - Terry Tormey

In his career, Terry Tormey has held practically every position in the healthcare industry, including sales, sales training, sales management, and even Vice President of Sales.

2. E-Commerce Council Breakfast Meeting - Internet Marketing: Now and in the Future

Tuesday, October 19, 2004
8:30-10 AM-Registration and Program
Location TBA

The Internet has changed the way we market. Now is the time to wake up and take control of your Web site and Internet Marketing plans. You can no longer ignore the Internet's value as a marketing tool. This session will discuss how to effectively use the Internet and Web as an integrated marketing tool now and how to prepare for future trends. The presenter, Ashleigh Barnett, is a seasoned business professional with 20 years of experience in the printing industry. In 1997, she co-founded Advance Design Interactive (ADI.).

Click HERE to Register!


3. The PDMA Golf Classic has been rescheduled to October 25, 2004
Talamore at Oak Terrace. 723 Talamore Drive, Ambler, PA
Click HERE for more information and for a registration form to download.

The Philadelphia Direct Marketing Association was founded in the 1942 as the Philadelphia Direct Mail Club. The organization conducts many events around the year, including educational conferences and seminars, in addition to philanthropic events.

Be a part of the essential organization for direct marketers - PDMA! Click HERE for membership information.



Looking for an agency to handle your public relations?

Fried-Cassorla Communications can help!

P.R. is its own specialty -- intensive, custom-crafted communications to get your story out to the media and to your target market. An effective public relations function is not an afterthought. It is a carefully planned management strategy that can yield more credibility and better results than advertising. Contact us to discuss your needs today! 215-635-5189 or e-mail!


Movie and Play Comments

I've been busy late this past summer and into early Fall, seeing many relationship films - romantic, funny, and dramatically serious. both the wonderful and the weird! To see my takes on mainly Garden State, We Don't Live Here Anymore, Manchurian Candidate, and more just click HERE.




 Thinking about your own e-newsletter?

Done correctly, it can deliver results!

We have the experience. Contact FCC now!

We have helped many companies successfully reach B2B and consumer markets with our relevant, interesting newsletters. We approach the challenge from the view point of the customer. What do they want to know, read or be entertained by? Communications for our newsletter clients deliver value, not hype. That means results for you. See the Success Stories on our web site, or even better... give us a call! 215-635-5189 (USA) or



Humor................. High School Essay Analogies

Yes, I think these are funny! The current generation is gonna be arright! If they can wrote these ditzy analogies, there must be talent lurking, after all. Below is your FREE FCC Sample Pack of original analogies by high school students. These are just 3 out of 28 of the gems you will find by clicking HERE.

6. Her vocabulary was as bad as, like, whatever.

9. The little boat gently drifted across the pond exactly the way a bowling ball wouldn't.

15. They lived in a typical suburban neighborhood with picket fences
that resembled Nancy Kerrigan's teeth.

For all 28 "High School Essay Analogies" click HERE.


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Fried-Cassorla Communications, Inc.
"Imaginative Direct Marketing and Advertising"

e-mail: Discover resources for marketers at ---phone: 215-635-5189 fax: 215-635-0461

© Copyright 2004 by Fried-Cassorla Communications, Inc. All rights reserved.