Weight Loss 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: 60 seconds

Allison: Cindy, you're so brave to be trying on a bikini! Come out and show me.
Cindy: (Squeak of door opening) Ta-da!

Allison:! Cindy, your body looks amazing! You’ve lost weight! Your thighs, your stomach, your butt... Your whole body’s so slim and tone and sculpted now! Not to sound kinky, but you look really hot!

Cindy: (Laughs) Thanks, Allison. It’s all because of [Product name], this amazing new weight loss supplement that’s burned off my excess body fat and gotten me lean, without me having to kill myself at the gym or starve! I can eat cheesecake, fries, doughnuts, lasagna...all my favorites! With [Product name], it’s almost like I’m working out and burning off fat 24 hours a day—even when I’m sleeping! Want to try it?

Allison: You bet I do... you little hottie!

(They both laugh)

ANNCR: Call now for your risk-free trial of [Product name]! Call 1-888-XXX-XXXX. It’s safe, all-natural, and it’ll work for you! Guaranteed! Call 1-888-XXX-XXXX! That’s 1-888-XXX-XXXX! Call now! 1-888-XXX-XXXX.

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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.