The 3 Greatest Marketing Lines in History: Insights from a Billion-Dollar Marketer

The Power of Persuasive Marketing

Marketing is an art form that can make or break a business. The ability to craft compelling messages that resonate with consumers is a skill that separates successful companies from those that struggle to gain traction. In this article, we'll explore the insights of Craig Clemens, a marketing genius who has generated over a billion dollars in annual sales, as he reveals what he considers to be the three greatest marketing lines in history.

Craig Clemens: A Marketing Mastermind

Before we dive into the marketing lines, it's important to understand the credibility of our source. Craig Clemens is the founder of Golden Hippo, an e-commerce company that most people have never heard of, yet generates over a billion dollars in annual sales. His expertise in marketing is unparalleled, making him one of the most sought-after minds in the industry.

The Three Greatest Marketing Lines in History

According to Craig, these are the three most impactful marketing lines ever created:

1. "Wife of famous movie star swears under oath her new perfume does not contain an illegal sexual stimulant"

This headline was crafted by legendary copywriter Gary Halbert for Tova Borgnine, wife of actor Ernest Borgnine. The story behind this marketing campaign is fascinating:

• Halbert was hired to market Tova's new perfume line
• He discovered China Musk was a popular scent at mall kiosks
• He bottled China Musk in a fancy container and created a elaborate backstory
• The headline was used in a full-page ad in the LA Times
• The ad offered 10,000 free samples at a launch event
• The event was a massive success, leading to widespread distribution

This headline works on multiple levels:

• It uses social proof ("wife of famous movie star")
• It creates curiosity ("which famous movie star?")
• It adds drama and stakes ("swears under oath")
• It implies something scandalous without directly stating it
• It offers a risk-free way to try the product (free samples)

2. "If you experience an erection lasting more than 4 hours, call a physician immediately"

This line, famously associated with Viagra commercials, is a masterclass in embedded marketing. While it appears to be a warning, it actually serves as a powerful selling point:

• It implies the product is extremely effective
• It creates a memorable image in the consumer's mind
• It generates word-of-mouth marketing as people discuss the "warning"
• It sets expectations for performance, potentially leading to a placebo effect

3. "A diamond is forever"

Created by copywriter Frances Gerety for De Beers in 1947, this simple phrase revolutionized the diamond industry:

• It tied diamonds to the concept of eternal love
• It justified the high cost of diamonds as an investment in forever
• It created a new tradition of diamond engagement rings
• It implied that not giving a diamond meant the relationship might not last

The campaign was so successful that it:

• Increased diamond sales dramatically
• Created a cultural shift in engagement and wedding traditions
• Established diamonds as the ultimate symbol of commitment

The Art of Embedded Marketing

One common thread among these great marketing lines is the use of embedded marketing. This technique involves planting ideas or suggestions in the consumer's mind without directly stating them. It's a powerful way to influence behavior without appearing pushy or sales-oriented.

Lessons from Other Marketing Legends

Craig also mentions other marketing geniuses worth studying:

Joe Sugarman

• Creator of BluBlocker sunglasses
• Master of turning negatives into positives in advertising
• Example: Highlighting the "ugly" coil on an air purifier as a visual representation of its effectiveness

Gary Bencivenga

• Known for his "reason-why" marketing approach
• Created a simple yet effective persuasion formula:
  1. Problem
  2. Promise
  3. Proof
  4. Proposition
  5. Product (with a "Crackerjack secret" bonus)

The Power of Relentless Sales Techniques

Craig emphasizes the importance of persistence in sales, citing examples like:

• Mormon missionaries who spend two years facing rejection
• Door-to-door textbook salespeople who learn to value even the "no" responses
• Telemarketers who make hundreds of calls daily

These experiences build resilience and teach valuable lessons about overcoming rejection.

How to Improve Your Marketing Skills

To become a great marketer, Craig suggests:

1. Study ads constantly - don't skip or block them
2. Analyze successful campaigns in various industries
3. Pay attention to emerging trends in niche communities
4. Practice writing ads regularly
5. Test different approaches and learn from the results

The Importance of Unique Value Propositions

Craig warns against simply riding the "white water" of existing trends. To truly succeed in marketing, you need to offer something unique that stands out from the competition. This could be:

• A novel product feature
• A compelling brand story
• An innovative approach to solving a common problem
• A unique combination of benefits

Conclusion: The Ongoing Evolution of Marketing

While these three marketing lines have stood the test of time, the field of marketing is constantly evolving. New technologies, changing consumer behaviors, and shifting cultural norms all impact how we communicate with potential customers.

By studying the principles behind these successful campaigns and staying attuned to current trends, marketers can continue to craft messages that resonate deeply with their target audience. The key is to find that perfect balance between timeless psychological triggers and contemporary relevance.

Remember, great marketing is not just about selling a product - it's about telling a story, creating an emotional connection, and offering a solution to a real or perceived need. By mastering these elements, you too can create marketing messages that stand the test of time and drive significant results for your business.

Article created from: https://www.youtube.com/watch?v=JYVGcAYNyjg