Gary Halbert's $1 Billion Marketing Secret
📅 EVENT ALERT: Product Marketing Summit Denver | April 1-2, 2025
In just 20 days, product marketing leaders will gather at the Hilton City Center in Denver to break out of the echo chamber and gain fresh perspectives on AI in product marketing, evolving customer expectations, and positioning strategies.
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Now, onto today's analysis of marketing's most provocative ad ever.
Gary Halbert's 1982 TOVA perfume advertisement stands as one of the most brilliant examples of persuasive copywriting in marketing history.
This seemingly outrageous ad for Mrs. Ernest Borgnine's perfume captivated audiences with its bold claims and clever psychological triggers.
Here are the top actionable lessons you can apply to your marketing today:
The Power of Implied Controversy
The headline immediately grabs attention:
"Mrs. Ernest Borgnine Agrees To Give Away 100,000 Free Samples Of Her New Perfume Just To Prove It Is Safe To Wear In Public!"
This is more than just the regular giveaway—it implies there might be something provocative or controversial about the perfume.
Why it works: The ad creates curiosity by suggesting something potentially taboo (an "illegal stimulant") while at the same time providing reassurance through authority (sworn under oath that it's safe).
This tension creates an irresistible hook.
💡Practical tip: Create intrigue in your headlines. Imply a solution to a problem your audience didn't even know they had.
The formula "X without Y" works well (e.g., "Get remarkable results without working harder").
For more headline techniques that drive action, check out our guide to best copywriting examples and strategies.
The Interview Format: Building Trust Through Dialogue
Rather than making direct claims, the ad presents information through a staged interview format.
This creates a sense of objectivity and allows for strategic "pushback" that actually strengthens the core message.
Why it works: The interview format creates plausible deniability. The interviewer can ask provocative questions that the advertiser might not be able to state directly.
💡Practical tip: Consider using dialogue, testimonials, or Q&A formats in your marketing.
This approach feels more authentic than straight product claims and allows you to address objections naturally.
Scarcity and Social Proof Combined
Notice how the ad weaves together limited availability (100,000 samples) with social validation (famous actor's wife, "many other special friends of the Borgnines").
💡Practical tip: When offering something free or promotional, always add a limitation—whether it's time, quantity, or exclusivity.
Pair this with testimonials from recognizable figures in your industry for maximum impact.
This is just one of many psychological marketing tricks that can increase sales in your campaigns.
Dramatic Storytelling Elements
The ad doesn't just sell perfume.
It tells a compelling story with conflict, resolution, and even a Bible oath!
The dramatic elements create an emotional connection that transcends the actual product attributes.
💡Practical tip: Structure your marketing around a narrative arc. Identify the "villain" (problem), the "hero" (your product), and the "victory" (results).
People remember stories far better than features and benefits.
To see how modern brands are using similar storytelling techniques, explore our analysis of viral marketing campaign lessons from top brands.
Speaking of Storytelling in Action
The upcoming Product Marketing Summit in Denver (April 1-2) offers a perfect real-world example of effective storytelling in marketing.
Rather than just another industry event, they've positioned it as "breaking out of the usual marketing echo chamber" to foster fresh perspectives in a high-impact community.
The summit will cover how AI is reshaping product marketing, navigating shifting customer expectations, and refining positioning strategies—all essential skills for applying the persuasive techniques we're discussing today.
If you want to boost your persuasive marketing toolkit and connect with other marketing leaders, this is an event worth considering.
Use code REMOTEMARKETER15 for an exclusive 15% discount on your ticket.
🔐Premium Content - The Psychology Behind Gary Halbert's TOVA Ad: Advanced Techniques
For our paid subscribers, the next section explores the psychological triggers that make this ad so effective.
We reveal:
The exact persuasion framework Halbert used and how to adapt it for digital marketing
Word-by-word analysis of the key phrases that drive action
How to balance controversy with credibility in your own campaigns
Step-by-step template for creating your own Gary Halbert-inspired promotion
Case studies of modern brands successfully using these techniques
"These frameworks helped us increase qualified leads by 43% in 90 days. The Halbert Sequence alone transformed how we structure our campaigns." - Shawn C., Marketing Director
“This ad channels the 'desire' of the mass audience into the product and the interview simply dramatizes the whole experience.” —A veteran marketer
Our paid section will show you exactly how to replicate this powerful approach in your own marketing every day.
Want access to the complete analysis and ready-to-use templates?
But before we continue, a quick reminder about this unique opportunity to improve your marketing skills:
What marketers say about the Product Marketing Summit:
"The Product Marketing Summit was an unrivaled opportunity to connect with extremely talented PMMs and get fantastic new insights." —Danielle Latham, Marketing, Atlassian
Upgrade to our premium subscription now and transform your marketing results with proven persuasion techniques that drive more sales from the legends of copywriting 👉