There really isn't enough sociology in advertising nowadays...

Would you like to live in a UFO? Well in 1968 you could, thanks to Finnish architect Matti Suuronen. He created the Futuro House and for a while it was a worldwide sensation!

Let's take a look around...

The Futuro was a round prefabricated house initially designed as a ski chalet. Quick to build and easy to heat it reflected the optimism of the times.

Inside the spacious Futuro were all the 1960s mod cons: a central cooker/heater, reclining chairs, funky furniture and cool, crisp lines. Did it have shagpile carpets? Of course it did!

The Futuro was made of fibreglass- reinforced polyester and was light enough to be towed to any location. You literally moved house.

But its futuristic design caused an immediate backlash: Futuro houses were banned from many municipalities by zoning regulations because they didn't 'blend in' with the environment. Production was halted in the mid 1970s.

On 23 September 1984 the BBC broadcast the apocalypse: the story of nuclear war and its effects on the people of Sheffield. Filmed on a shoestring budget it still causes nightmares to this day.

This thread is not for the squeamish.

This the story of Threads...

In 1965 the BBC had filmed The War Game, a fictional docu-drama about a nuclear attack on Britain. However under pressure from the government the BBC withdrew it from screening. It was finally released in 1966 as a film in selected theatres.

For many years the withdrawal of The War Game had rankled many at the BBC. Surely it was a public broadcaster's duty to show the public what the reality of nuclear war would mean. Finally in 1982 they did so.

A Guide To Armageddon was a documentary for the BBC's peak-time science series Q.E.D. Produced by Mick Jackson it graphically depicted the effect of a one megaton explosion on London. It also explored how well people could survive such a blast if they were in a fallout shelter.

Jackson had carefully researched his subject and knew how under-prepared the UK was for nuclear war. The physical and psychological effects of atomic attack would catapult what was left of Britain back to a 14th century mode of living, a time when bubonic plague killed millions.

Are you writing a sci-fi or fantasy novel? Are you struggling to choose a title for it?

Well good news! I've just analysed the titles of 1,500 DAW sci-fi and fantasy novels, and I think I've found the secret!

Come with me...

Which book took you the longest time to actually finish reading?

For me: Underworld. 17 years from buying it to actually getting around to reading it, and maybe 19 months on and off to make myself read it until the end.

Still, ticked it off the list ✔

Second place goes to The Charterhouse of Parma, which Stendhal wrote in 52 days. According to the Oxfam Books receipt I used as a bookmark I bought it on 11 April 2009. Finished it last month.

Coming Up For Air was torture. It's nature's punishment for autodidacts.

Today in pulp I look at the scandalous history of lady jeans!

Well there's a turn-up...

The denim jean and its predecessor the dungaree have a long history, and were traditionally seen as work wear for men.

But WWII changed all that...

As women headed for the factories and shipyards they found that a sturdy denim bib-n-brace, paired with a stout headscarf, was the way to go!

Coarse heavy 'jeens' were fine for riveting work, but 1940s women didn't take a shine to them as leisure wear. For one thing they were voluminous and shapeless.

Jeans were also seen as clothing for children. No adult wanted to be seen wearing kid's dungarees in public.

Or did they?

3 email sequence
$20,000
1 week
A SUPER happy client

What did I do?

It's funny, I only changed one small thing

And my client had a face palm moment

But they knew that my "outsider's perspective" was what they needed

Here's what I did...

This client of mine was selling a high-ticket offer ($5,000 program)

They were having TERRIBLE click through rates on their emails

The product was super cool and their results were amazing

The emails didn't SUCK that bad

So I knew it was a strategy issue, not a copy thing...

These were the steps of the funnel:

Step 1: Email
Step 2: VSL
Step 3: Phone call
Step 4: Purchase

After digging in, this is the fatal mistake I found:

They were selling step 4 before they got to step 2

They used their emails to talk up the product before they ever got the prospect to the VSL

I took a few steps back

Revamped their emails to sell the click to the VSL

And all metrics went up 2x in just one week

We didn't continue working together so I don't know how much more money they made

But I know it's a lot based on the first week of data I received

Hey, for people interested in this stuff, here's a thread about a change we made to running our facebook account:

So, about 5 years ago, we got on facebook. Why? Well, facebook has a big audience and they like to consume on facebook. So, we started posting comics there, even though we got paid nothing and facebook made money off the free content.

Why? Because back then, once in a while, you would say "also hey, I sell books" or "hey, I'm going to be signing at this event" and your facebook followers would actually see it.

Effectively, the implicit old arrangement was "facebook lets me reach readers efficiently, and I supply facebook with free content they run ads on."

Over time, like a bad business partner, facebook basically made it impossible to reach your audience without *paying them*. Thus, you supply them free content on which they run ads, and you get nothing in exchange.

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