Applying old school direct marketing principles in a new media world

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Demonstrating the right way to harness a few proven, traditional direct response advertising strategies, Cushman's Fruit Company was selling 24 of its legendary HoneyBells in a quintessential, full-page mail-order ad that appeared in the November 23 edition of PARADE magazine.

Just how classic was this ad? First of all, the written words alone had incredible stopping power, beginning with a headline in the form of a curious question: “What the devil is this? Then Ed bit into one and the plot thickened.”

What followed was an extraordinarily interesting, cleverly written story about Ed Cushman and the origin “of the strangest looking, fiery-orange, bell-shaped oranges anyone had ever seen.”

In addition to such original, copywriting craftsmanship, what really helped this ad stand out was its compelling positioning of HoneyBells as “available once and only once each year.” Overall, this Cushman's ad goes a long way toward leveraging the law of supply and demand, not to mention a number of old-school DM principles that can still carry a lot of weight in today's new-media world.

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