Whatever Works: Where Product is King

It’s a given that if an ad is working, you don’t monkey around with it, so for years the foot had six toes. In a few months, the partners had acquired 200,000 customers and enclosed a Dr. Leonard’s catalog in every shipment of the toe-straighteners. Money started rolling in.

Brown put a humorous slant on his copy, and all the models were 10 years younger than the target audience. “Nobody wants to see a guy with back pain in tears,” Brown says. “They want to see a happy guy with no brace and a smile.”