Here's two ads from Ben Suarez and SCI...

Below are two ads from Ben Suarez and his SCI company appearing in Parade Magazine on Sunday April 6th, 2003

‘Perfect Time Clock’ resets itself even after power outages and for daylight savings

The New U.S. Perfect Time Clock sets itself automatically with the U.S. Military time signal that is 100 times more accurate than a precision $20,000 ROLEX

By Richard L. Jackson,
Universal Media Syndicate

Right now, the “U.S. Perfect Time Signal” that automatically resets your home clock 24 hours a day, even for daylight saving, is available to you FREE.

All you need is the new U.S. Perfect Time Clock that resets itself automatically and runs on a special time signal that’s 100 times more accurate than a precision $20,000.00 Rolex.

“This clock resets itself not only in the spring and fall for daylight saving, but 24 hours a day even after power outages,” confirms Thomas White, Universal TechTronics Vice President.

(Picture of all four clicks…frontal view)
Caption along the right-hand side of the photo:
The large 12 inch wall size U.S. Perfect Time Clock automatically receivers the same signal that the U.S. Gov’t uses. There are no fees or charges to get the signal because it’s FREE to all U.S. Citizens. The larger Designer models are also available.

Those lucky enough to get one of these amazing new clocks will never have to climb a ladder or chair again to set their clocks for daylight savings.

It’s all possible through a special military time signal sent by the multimillion dollar U.S. Military perfect timekeeper in Boulder, Colorado.

“This is the same perfect time signal the U.S. Government uses to launch missles from military installations and fighter jets from aircraft carriers. But unlike cable T.V. and home Satellite subscriptions, there is never any fee or charge to get it. That’s because it’s FREE to all U.S. citizens. With Universal’s U.S. Perfect Time Clock, everyone can now get the special FREE signal from any home or office, and it’s accurate to one billionth of a second”, said White.

(Picture of two men standing and talking in front of a wall…behind the man on the left is a U.S. flag)
Caption along the left-hand side of the photo:
Universal Officials announce the release of the new wristwatch, with the same Perfect Time technology that top Gov’t Officials rely on. It is only available to the general public from Universal’s Direct Order Line provided below.

Universal is making a limited public distribution of the new automatic U.S. Perfect Time Clock that works in every time zone to provide a lifetime of precision time. Universal’s new clock is only available to the general public direct from the Order Processing Center (1-800-373-4030) that consumers can call 24 hours per day.

These remarkable clocks have been scheduled for immediate delivery and come with a full five year guarantee. A special introductory price is only being honored for the next 7 days.

For fastest delivery, readers with a credit card can call Toll FREE 91-80-373-4030 ask for Dept. T807). To order by mail, neatly write your name, address, and the number of clocks requester (limit 3 please). Send $19.95 for each Utility style and $29.95 for each Designer style clock. Please include $7 for each clock ordered. Send check, cash or money order made payable to Universal:
Mail to:

Perfect Time
Universal Dept T807
Post Office Box 2287
N. Canton, OH 44720

FREE U.S. Mint Coins Set For Release To General Public

The U.S. Mint has announced the release date of the newest of the Fifty State Quarter Dollars.

For a limited time the public can get the new Maine Quarter Dollar FREE. These FREE coins are being given away in Uncirculated conditionfor only three stamps to cover delivery and of the protective display capsule.

This national effort assures coins are available to all Maine residents as well as all who live outside the state.

To get the FREE uncirculated coin, send 3 first class stamps for the display capsule which preserves its uncirculated condition. MONEY CAN NOT BE ACCEPTED.

For delivery, follow these instructions to get your FREE coin. Limit 1 per household:
1. Write your name and complete address neatly on a piece of paper.
2. Enclose along with 3 first class postage stamps. Send the stamps loose insode your envelope. DO NOT affix them.
3. Mail to:
U.S. Monetary Exchange
FREE Coin Processing Dept. ME807
Postal Drawer 2287
North Canton, OH 44720

(Picture of the new Maine coin-front & rear view)
Caption under the coin:
The newest U.S. Mint Quarter Dollar

Notes on these ads:

SCI does something in their ads that while preached by direct marketing experts for ages is ignored repeatedly by Internet marketers. And that is the captioning of pictures. Captions (it is said by the DM experts) are the second most read part of any advertisement ranking just after the headline. Yet Internet marketers slap photographs and images all over their sites with nary a caption under any of them. What a wasted opportunity.

The coin offer is generating at least a 100% gross profit for SCI (after subtracting the cost of mailing the coin & holder to the customer). Uncirculated quarters (new releases) run about .30 each… the capsule probably .05. SCI has been running this type of promotion for at least a couple years now so it must be profitable. What a simple and yet effective concept.

There is a major screwup in the clock offer. Check out the last paragraph and reread this line: “Please include $7 for each clock ordered.” A pretty confusing statement that is sure to kill sales.

I assume the $7 is meant to cover shipping & handling. That is a major screw up. Parade Magazine, even the regional edition, costs several thousand dollars for an ad the size SCI placed in this issue. I would think there is a “chain of sign-offs” that accompany the ad as it goes through the creative process. The Graphic Arts and Marketing Department heads will probably be getting called on the carpet for this one. Since the ads are submitted digitally it would be very difficult to blame the printer. I’ve never seen this offer before, it is probably brand new and that would partially explain how a giant boo-boo snuck through.

Gordon and others have repeatedly suggested that you copy/rewrite advertisements you come across in order to get a feel for the thought process employed by the original creative team that wrote the ad. I do it (although not as often as I should) and I can tell you it does give terrific insight into the copywriting process.

What are your comments on these ads? Good or bad? Again I love the simplicity of the products. Most folks are spending way to much time trying to sell complicated products when simple straightforward products still offer tremendous opportunity for profit.

Take care,

Mike Winicki