The 18th century economist Adam Smith was one of the founders of modern economics.
Wake a copywriter from his sleep at 3:00 am and ask him what he knows about Adam Smith and he’s likely to utter the now-famous two-word metaphor: “invisible hand.”
What is the invisible hand?
In his historical text: The Wealth of Nations — Smith claims that the free market, instead of being a chaotic battlefield, is actually an efficient place where the right amount of goods are produced… almost as if it were a hidden force.
He called this hidden mechanism the ‘invisible hand’.
Once you apply this to the world of advertising, you’ll start to see that there are invisible hands reaching into almost every market. And if you figure out how to tap into this hidden natural force, you’ll be able to increase response at will because you’ll be working with the beliefs your prospects already hold.
Case Study Ad #1: How Beautiful People Get Rid of Cellulite and Regular Fat – Without Dieting!
Legendary editor and author of the breakthrough of brilliance and innovative Advertising, Eugene Schwartz, was the writer of this instructive ad.
The headline, in addition to exhibiting the concept of the invisible hand, is full of magisterial nuances.
Like the word ‘really’.
Notice that it doesn’t say “without dieting.” Absolutes like that are often counterproductive because they push the line of credibility.
The word “really” reinforces the statement because it suggests that “beautiful people” still diet somewhat, even though it’s nowhere near what normal people do.
The invisible hand in this ad is the widespread belief that there is a group of beautiful people and socialites who get what they want without lifting a finger… eat what they want without earning an ounce… .and they keep watching and acting. beautiful almost by some divine right.
How did they achieve this exalted status?
The truth is, it doesn’t really matter.
What matters is that there is a large enough segment of people who believe this. Therefore, there is no need for persuasion at the teacher level because this built-in belief system naturally works for you.
All you have to do is wrap your core claim around this belief.
Case Study Ad #2: Fortunately, most investors think like losers. This is how people like me get rich.
This 1980 ad is a great example of the invisible hand at work.
The photo and headline combination used in this ad is captivatingly direct.
The fat cat, Julian Snyder, stands with his arms crossed in front of the New York Stock Exchange. Limousine behind him and a smirk on his face… he’s making millions while the little guy bathes.
Thanks to this widespread belief, the reader is drawn to the copy. From there, the book’s central claim links masterfully to the core belief already in the reader’s head.
Case Study Ad #3: Why Models Stay Young Into Their Sixties!
Here’s another ad for Gene Schwartz fronting the invisible hand.
Like the ad in the first example, this promotion plays on the natural belief that models are a special class of people.
Whether it’s genetics or some secret regimen only known to models, it’s easy to believe the claim.
What is the invisible hand in your market?
There is no doubt that it is there. All you have to do is get out of your own head long enough to find it…and then wrap it tightly around your big promise.