J Peterman–A Modern Day David Ogilvy

So, I’m finishing up Kenneth Roman’s The King of Madison Avenue while starting Accidental Branding by David Vinjamuri. The later book reminds me of my intention to get on the mailing list for the J. Peterman catalog, something every marketer and copywriter should do. So I pop over to the website and find the following copy selling a 50′s style summer sundress, The Chelsea Floral Sundress:

“A perfect summer day is when the sun is shining, the breeze is blowing, the birds are chirping, and an appointment with your dentist, who had scheduled extensive but probably unnecessary work, has been cancelled.”

Reminds me of Ogilvy’s famous copy for the Hathaway Shirt in the 50′s which should also be studied. These guys know how to tell a story. And marketing is all about the story. What’s your story?
Tsufit
PS Yes, J Peterman, portrayed by an actor on Seinfeld, is a real guy and there really is a Peterman catelog that’s every bit as delicious as the one on the show.