Infoproduct Direct Response Radio Ad.

This is an example of an ad or a marketing piece that may be worth “swiping”, modelling, or taking inspiration from. To learn more about the idea of a swipe file, read more here.

Length: 120 seconds

ANNOUNCER: Can you recognize your body’s danger signals? Which of those aches, pains, or changes in your body should your doctor know about at once? With Better Homes and Gardens’ FAMILY MEDICAL GUIDE in your home, you’ll always have practical, easy-to-understand health and first-aid information on hand—when you need it.

When you’re confused... when you’re frightened... when there’s a medical emergency.
Written by 29 of America’s most prominent physicians, the FAMILY MEDICAL GUIDE gives you frank advice on hundreds of health problems - on female disorders, irregular heartbeat, loss of vigor, arthritis, strokes, cancer, allergies, and much, much more. 

It’s profusely illustrated and contains more than 2,000 clear, simple explanations of often-confusing medical terms. Yes, you owe it to yourself and your family to examine Better Homes and Gardens’ FAMILY MEDICAL GUIDE and right now you can do just that - absolutely free.

In fact, to encourage you to take advantage of this no-obligation opportunity you’ll receive from Better Homes and Gardens not one but two FREE gifts... an amazing see-through Atlas of the Human Body and Better Homes and Gardens’ EAT AND STAY SLIM cookbook.

All you need do is call toll-free, 1-800-XXX-XXXX and ask to have a copy of the FAMILY MEDICAL GUIDE sent to you.
Then, if you agree the FAMILY MEDICAL GUIDE is a book that will prove its great value in your home time and time again, you may pay the full and complete price of $16.95 plus $1.45 postage and handling in four easy monthly payments. Four easy payments of only $4.60 each—which covers all costs. Or return it within 14 days and not owe a single penny. 

But no matter what you decide, the two gifts from Better Homes and Gardens are yours — free... just for examining the MEDICAL GUIDE! So, act now. Operators are standing by! Call 1-800-XXX-XXXX, today. Better Homes and Gardens pays for the call, 1-800-XXX-XXXX... call today!

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About Me, Rafal Lipnicki.

the direct / performance marketing consultant with a strange sounding name


Not your usual "guru" but a real-world performance marketing & innovation consultant based in Europe and an experienced senior executive at leading multinational companies.

What and Where.

I am a consultant for hire, working remotely and on-site all over the world (but Europe is always preferred). See my consulting services page for details.


Contrarian advice most of the time. Document-based audits, workshops, one-off projects, mentoring programs, and more.