Tiny ads can pack a powerful punch

Imagine you are desperate for steady work to get your spouse off your back about feeding your family. Your kids are under-fed and always hungry.
Then you see this tiny ad in the Help Wanted classifieds: “Men wanted for hazardous journey, small wages, etc.”
The effect is electric, writes ace advertising copy writer Denny Hatch.
This is an advertising masterpiece. It would be as effective in 2019 to out-of-work millennials living in their parents’ basements as it was 116 years ago.
This ad is the stuff of legend – 30 short, dynamic words. It generated hundreds of responses. From it Ernest Shackleton put together a crew of 27 adventurers for a celebrated expedition to the South Pole.
Are you looking for people who are willing to take a chance on you and your business? People who have the guts and brains to help tackle your challenges?
We published a similar ad for sales help. It extolled “Set your own hours. Be your own boss. Reap the rewards.”
We didn’t want order takers or people who just showed up for a paycheck. The ad appealed to the entrepreneurs we wanted.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633.
Copyright 2019, The Bellune Co., Inc.

It’s OK to copy but copy the best

Rosser Reeves coined the term USP (Unique Selling Proposition).
Your USP is those special benefits you offer that no one else can offer to your Ideal Clients in your niche market.
Rosser worked with President “Ike” Eisenhower, whose election campaign he helped run in the early 1950s. He was one of the first campaigns to use copy-testing.
Rosser tested slogans and marketing appeals. “I Like Ike” was the one that helped voters relate to his candidate.
Ace British copywriter Drayton Bird tells that story about Rosser who said, “Originality is the most dangerous word in the advertiser’s lexicon.” His brother in law, the legendary David Ogilvy, used to quote it often.
Helmut Krone, the great art director at Doyle, Dane Bernbach in the 1960s, once asked a young writer what he considered more important, to do your own thing or copy someone else’s work.
“Do my own thing” was the reply.
That’s wrong, he told the young man.
“Until you can do better, copy.”
What he meant was to watch what successful copywriters do and customize their concepts to what you are selling. Do that in your sales letters, advertising, marketing and your sales presentations.
I recommend Drayton’s newsletter. You can get it at db@draytonbird.com
For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email me at jerrybellune@yahoo.com