How do you successfully sell something simple & bland like a grapefruit?
There are no immediate points of differentiation...
No way to stand out against your competition...
And not much you can work with to add a little "sizzle" to your marketing...
Right?
Well, today I'd like to challenge you to think again!
Because in this ad breakdown, I'll show you a mega-successful ad written by one of Joe Sugarman's apprentices, Frank Schultz...
That is ALL about selling something simple like a grapefruit.
All it takes is a solid "Big Idea" and some copy chops...
And you've got yourself a license to print money on demand.
Prefer video instead? Watch Below!
How Frank Schultz Uses The Concept Of Story Lead
When writing to an audience who may be unaware of your product or service (based on Gene Schwartz's 5 Stages of Awareness), it can be effective to use a story lead to grab their attention and interest.
People don't really want to read about your product or pay attention to your ad...
They want to read stuff that's interesting to them…
And *sometimes*, that's an ad.
By framing your promotion as a news piece, advertorial, case study, or personal story, you can "conceal" the fact that it is a promotion and draw in your audience with a unique and compelling story.
I mean seriously…
Why would someone buy YOUR grapefruits when there are a million other people selling them?
They won't… unless your grapefruit has a unique story and unique qualities that set it apart from the competition.
Frank Schultz used similar techniques to grab the audience's attention and draw them in with the promise of a new grapefruit discovery that may change their concept of fruit. As a reader, you may be wondering what makes this new grapefruit so special and why it is worth considering. Let's find out the details and see why this new grapefruit may be worth trying.
Frank Schultz did it masterfully here.
Using similar techniques as Joe Sugarman’s BluBlockers, Frank Schultz draws in the audience with the promise of a new grapefruit discovery that may change their concept of fruit.
As a reader, you may be wondering what makes this new fruit special and why it is worth considering.
What sets it apart from other grapefruits on the market?
Is it more healthy or tasty than other varieties?
Let's find out the details and see why this new discovery may be worth trying.
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The Advertorial Approach
If you look at the ad, it appears to be an article in the newspaper.
This is important because you want your advertisement to be hidden in the content, so people don’t immediately dismiss it.
To achieve this, the advertorial approach is used, where the content takes up 80% of the space and the advertisement is only 20%.
But how effective is the advertorial approach?
According to smallbizgenius.net, 70-80% of people ignore sponsored content, but 84% of clients expect brands to create content.
Moreover, the advertorial approach can be very effective in persuading the audience to take action.
Once you have established credibility for your product or service with a promise and proof formula, promoting it becomes much easier.
In this ad, Frank Schultz uses storytelling to engage the audience. He then keeps them interested with the promise of a new opportunity in the form of rare Texas ruby red grapefruit – a fluke of nature.
Frank Schultz effectively persuades people about the quality of the fruit through his selection criteria and attention to detail in terms of its beauty, size, taste, etc.
He then establishes scarcity by saying:
"No 1 man in 1000 has tasted the grapefruit" and
"Only 4-5% of the crop qualifies as Royal Ruby Red."
Perfect, juicy, and luscious
Frank Schultz builds fascination about the product throughout the ad.
He teases it, sets expectations, and opens the loop so that you keep reading.
This is a great example of the slippery slope done right, a concept invented by Joe Sugarman where each line in your advertisement should keep people interested and make them want to read the next line.
Frank also uses evocative words to build immense desire for the unique grapefruit.
The name "Royal Ruby Red" sets the bar high with an instant visual appeal.
Then, he uses visual words to create an instant craving for the offering.
Who doesn’t want something that is perfect, juicy, and luscious?
Rich red color, flowing juices, luscious naturally sweet
This ad uses so many evocative words!
By the end of it, I was salivating and CRAVING grapefruits – even though I hate grapefruits! 
This shows the impact of the "show, don't tell" principle.
Use it in as many cases as you can!
Frank does a great job as a marketer by appealing to the imagination with descriptive words .
He also builds fascination by saying that the Royal Ruby Red grapefruit is only available to his exclusive club.
Before offering it to everyone, he invites people to try the free samples.
This transfers decision-making to the audience by inviting them to try the amazing fruit for free, with no risk.
Who wouldn’t do that?
See, free samples are still very effective today.
P.S. - How crazy is that? Selling something boring like grapefruit in a direct-response ad, right?
If you'd like to discover how you can also write ads like that, here's a helpful playlist I've put together for you on the basics of copywriting.
Check it out.
- Csaba
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Tired of Lackluster Sales, Low Conversion Rates, and Marketing Campaigns that Bomb?
Steal the “Secret Recipe” Behind 100 of the Most Profitable Ads of All Time…
And Apply It To Your Own Marketing For BLOCKBUSTER Response... In Just 15 Minutes!
Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.
