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Inspiration for Marketers & Copywriters

Million Dollar Smile Ad

by Gary Halbert
! D E N TA L PRINT AD

G A RY H A L B E R T

swiped by Mike Schauer ran 1998

"Have You Ever Wondered What

You Would Look Like With A
"Million Dollar Smile"?"

T his advertorial, written by Gary

Halbert, is ultimately selling you on

two things. First, that porcelain

veneers are the absolute best, most cost-

effective solution...View More

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" 367

Key Takeaways
# One of the most important aspects of
this ad is the point-of-view it was
written from. Gary writes the entire
ad as a satisfied customer that
doesn't have any special dentistry
knowledge. In fact, you'll notice he
mentions several times that he's "not
a dentist" & that this is his personal
"opinion". Writing in a third-party
voice can be very powerful in that it's
not the provider directly selling you
(which naturally creates skepticism
since they're invested in the sale).

# It also helps that Gary uses plain-

speak & common-sense to sell the
service. Potential prospects are more
likely to resonate with his
explanation versus the actual
technician that'll likely have a harder
time dumbing it down.

# Adding to that, one of my favorite

strategies in the ad is the analogy he
uses to compare levels of teeth
whitening with diamond grading. It's
another example of making a
concept easier to understand for a
wide range of people. A relatable
metaphor can be a huge asset in
your copy to help the prospect see
buying as the sound logical decision.

# Use the "reverse complaint" strategy

to highlight the biggest "downside"
of your solution as something
insignificant, signifying there are no
real cons. For instance, Gary closes
the ad by talking about how he's
slightly irritated that he didn't get to
finish watching a movie on Dr.
Gleghorn's "TV glasses". Not only
does this imply there's really no
downsides. It also hints at a cool
perk that could be a very big selling
point for people.

A N A LY S T S P O T L I G H T

Mike Schauer is the

founder of Swiped.co
and the main analyst
in the swipes section. After intently
studying & building conversion-
focused websites for 6+ years, he
started Swiped to help others
master marketing & copywriting
through the analysis of great
examples!

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