43

Secrets
How to Use the Greatest
Moments in Advertising to
Drive Your Marketing to
the Next Level

Toolkit
© 2016 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.

Published under the United States Copyright laws by Glazer-Kennedy Insider’s Circle, LLC. No portion of
these materials may be reproduced in any manner whatsoever (whether electronic, mechanical or
otherwise and including photocopy, recording or any information storage and retrieval system) without
the express written consent of the publisher. Any unauthorized use, sharing, reproduction or distribution
of these materials by any means is strictly prohibited. Requests for permission to reproduce content
contained herein shall be sent via email to our Permissions Department via email ([email protected]) or
facsimile (312) 880-1201.

This Presentation (“Presentation”) has been prepared No representation or warranty is given as to the
by or on behalf of Glazer-Kennedy Insider’s Circle, LLC achievement or reasonableness of, and no reliance
and/or its affiliated companies (“GKIC”) for the should be placed on, any projections, estimates,
purpose of setting out certain confidential information forecasts, analyses or forward-looking statements
regarding GKIC’s business activities, plans and contained in this Presentation which involve by their
strategy. References to “Presentation” include any nature a number of risks, uncertainties or
information which has been or may be supplied in assumptions that could cause actual results or
writing or orally by or on behalf of GKIC in connection events to differ materially from those expressed or
with the Presentation or in response to any follow-up implied in this Presentation. Except to the extent
inquiries from the Presentation. otherwise indicated, this Presentation presents
information as of the date hereof. The delivery of
This Presentation and the information contained this Presentation shall not, under any circumstances,
herein are confidential. In addition to the terms of any create any implication that there will be no change
confidentiality agreement you may sign with GKIC, by in the affairs of GKIC after the date hereof. In
viewing the Presentation you agree that you and each furnishing this Presentation, GKIC reserves the right
of your agents, representatives, advisors, directors or to amend or replace this Presentation at any time
employees (collectively, “Representatives”) will not, and undertakes no obligation to update any of the
and will not permit any third party to, copy, reproduce information contained in the Presentation or to
or distribute to others this Presentation, in whole or in correct any inaccuracies that may become apparent.
part, at any time without the prior written consent of
GKIC, and that you and all Representatives will keep This Presentation shall remain the property of GKIC.
confidential all information contained herein not GKIC may, at any time, request that you and/or your
already in the public domain and will use this Representatives promptly deliver to GKIC or, if
Presentation for the sole purpose of familiarizing directed in writing by GKIC, destroy all confidential
yourself with certain limited background information information relating to this Presentation received in
concerning GKIC and its business strategy, plans and written, electronic or other tangible form
activities. If you have signed a confidentiality whatsoever, including without limitation all copies,
agreement with GKIC, this Presentation constitutes reproductions, computer diskettes or written
Confidential Information for the purposes of such materials which contain such confidential
agreement. If you do not agree to the terms of this information. At such time, all other notes, analyses
Notice, you may NOT view, copy or distribute any or compilations constituting or containing
portion of this Presentation. confidential information in your or your
Representatives’, possession shall be destroyed. You
While the information contained in this Presentation is may be required to certify such destruction to GKIC
believed to be accurate, GKIC has not conducted any in writing.
investigation with respect to such information. GKIC
expressly disclaims any and all liability for
representations or warranties, expressed or implied,
contained in, or for omissions from, this Presentation
or any other written or oral communication
transmitted to any interested party in connection with
this Presentation, so far as is permitted by law.
DAN KENNEDY PRESENTATION
25: Dramatic Demonstration
(Houdini)
26: Outrageous Advertising
SCHOOLS OF ADVERTISING 27: Crazy Pictures
1: Created Problems 28: Fascinations (Boardroom)
2: Problem About Which We 29: Man Or Mouse
Do Not Speak 30: Not For Everyone
(Elephant In The Room)
31: Snob Appeal
3: Let’s Not Mention What
32: A Few Good Men
This Is REALLY For
33: Dear Kindred Spirit
4: Anything But Subtle
34: Romancing The Stone
5: Apocalyptic
35: Select Feature (Ogilvy)
6: Fear Of God In You
36: I Am What I Own
7: Subtle/ Suggestive
Double Entendre 37: Tell Them How To Buy
8: Tongue In Cheek GREAT MOMENTS IN
9: Fun With Dick & Jane ADVERTISING
10: Curiosity Killed The Cat 1: Listerine – Halitosis
11: Preposterous Proposition campaign
12: We’ll Prove It (Audacious 2: “Left Behind & Embarrassed”
Promise/Risk Reversal) ads for Book Of Month Club
13: Irresistible Offer (Sackheim)
14: Irresistible Bribe 3: Dr. Eliot’s 5-Foot Shelf of
Gift With Purchase
Gift With Appointment Books: The Marriage Problem
Gift On Arrival (Collier)
15: Revenge (Caples) 4: Dr. Brinkley & ‘Pre-Existing
16: Scientific Advertising Understanding’
(Hopkins) 5: The Orphanage Life
17: Long Copy Insurance Ads (Prudential)
18: Acknowledgement of 6: “Read This Or Go Broke”
Difficulty of Task (Carlton) 7: Call A FSBO – Go To Jail
19: Magnetic Marketing® (Dan Kennedy)
(Kennedy) 8: Do You Make These
20: As You Can See I Have Mistakes In English?
Attached (Halbert) (Sackheim)
21: Free Book Reveals 9: Clairol: Does She Or…..
22: S. Mouse & Character 10: How NOT To Get Rich (Dan
Letters Kennedy)
23: Tabloid Story 11: Can You Tell What This
24: Dramatic Testimonial Woman Is Doing? (Weckesser)

1
12: The Lazy Man’s Way To 28: The Case Of…. (Kennedy)
Riches (Joe Karbo) (Perry Mason inspired)
13: “If I Can’t Grow Hair For 29: “I Want To Give You This
You In 30 Days…” Gift – Before It’s Too Late”
14: Sackheim’s Negative 30: “If Your Friends Don’t
Option Ads for BOMC Actually Accuse You…”
15: Choose Any 4 For $1 Each (Halbert)
(Literary Guild) 31: “Tova Borgnine Swears
16: Free Las Vegas Vacation Under Oath….Does Not
(Stupak) Contain An Illegal Aphrodisiac
17: Marketing Genius Award (Halbert)
Mug awaits (Ad Age) 32: Big Money In Big Chunks
18: We’ve Paid The Postage… (Harvey Brody)
(Stupak) 33: What NEVER To Eat On An
19: “They All Laughed…” Airplane (Boardroom)
(Caples) 34: A Story Of Two Men (WSJ)
20: 1,500-Word Cigar Ad 35: “It Will Cost You $10,000
(Parker) And 26 Days Of Your Life….”
21: ‘Penalty Of Leadership’ 36: $94,006* ( The Economist)
(McManus) 37: “We’re Looking For People
22: “How You Can Make To Write Children’s Books”
$4,000 A Day Sitting At The 38: Trout Spoken Here
Kitchen Table In Your 39: 83 Practical Uses For A
Underwear” (Kennedy) Shed-Shop Shed (Kennedy)
23: The Giorgio Letters 40: “At 60 miles an hour, the
(Kennedy) loudest noise…” (Ogilvy)
24: As You Can See, I Have 41: Poor Beer vs. Pure Beer
Attached….For 3 Important (Hopkins)
Reasons (Gary Halbert) 42: The man in the Hathaway
25: Free Book Reveals… shirt (eye-patch) (Ogilvy)
26: A Letter From s. mouse 43: Two Months’ Salary
27: Amazing Secret Discovered (DeBeers)
By One-Legged Golfer
(Carlton) © 2016/ GKIC.
GKIC.com

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205