WORLD CLASS ADVERTISING

I ripped this ad out of an airline's inflight magazine. It's a vertical 1/2 page, 2 columns.

The entire ad is extaordinarily good, but I'll just share with you the right column "sidebar" — because the ad is designed so to make it jump out at the reader.

Well, okay, also the headline, to help set the stage:

Exercise In Exactly 4 Minutes Per Day

The typical ROM purchaser goes through several stages:

1. Total disbelief that the ROM can do all this in only 4 minutes.

2. Rhetorical (and sometimes hostile) questioning and ridicule.

3. Reading the ROM literature and reluctantly understanding it.

4. Taking a leap of faith and renting a ROM for 30 days.

5. Being highly impressed by the results and purchasing a ROM.

6. Becoming a ROM enthusiast and trying to persuade friends.

7. Being ignored and ridiculed by the friends who think you've lost your mind.

8. After a year of using the ROM your friends admiring your good shape.

9. You telling them (again) that you only exercise those 4 minutes per day.

10. Those friends reluctantly renting the ROM for a 30 day trial. Then the above cycle repeats from point 5 on down.

The more we tell people about the ROM the less they believe it.

Does the thing really work? I have no idea. But there's a heckuva lot of copywritin' goin' on there.