You may have heard of an ad that ran 65 years ago with the
headline:
"Hand Woven by The Mountain People of New Mexico"
New Christmas Patterns in these unique ties. Wearers say an
exceptional value.* Sold only direct from weavers to you.
It was a one-page ad that ran in the November 1940 edition of
Life. Simple - copy intensive - with a picture of the ties.
Get this: that ONE AD SOLD 26,000 TIES!
An amazing success story. And an amazing ad (written by James W
Young).
What is most evident about the ad is the unique ways they use a
number of great advertising techniques - ones that STILL work
today just as well.
Think about this:
1) A unique headline - "mountain people" conjures up pictures
with those two words. "Hand woven" portrays the quality that
they put into the ties. Combined, this is a very intriguing
headline.
2) In the subhead, this statement is interesting - "Wearers say
an exceptional value.*" Note that the * references a footnote at
the bottom of the ad that is actually a testimonial of a happy
buyer.
George W Engelmann, well known Chicago business man, writes:
"Enclosed is my order for some of your ties. I would like to
take this opportunity to tell you how well I like your ties.
When I wear them they never fail to attract favorable comment.
They are also the most durable ties and best value I have ever
seen"
NOTE: a testimonial in a clothing advertisement! How often do
you see that? 65 years later and few people are using this
simple strategy. The footnote is a nice touch - very
interesting way to get people involved in the ad.
Also note how the testimonial is written. Chances are the adman
wrote the testimonial and had the client approve of it. In your
business you should do the same. Your clients will provide
glowing testimonials but (typically) have a tough time saying
the best things about your business and how those things affect
other potential buyers. This testimonial touches on "here is
another order" "they attract favorable attention" "durable"
"best value" "well know business man" All of that in a couple
short sentences!
3) The ad starts out with a very compelling story:
"For over 200 years the Spanish people who settled New Mexico
have been raising sheep and weaving wool. Their looks have been
handed down from father to son....."
and on it goes into the story of where they live, the types of
fabric they make, the colors, the make of the tie, intriguing
features like "invisible silk", how they wear, wrinkle free, the
textures, cleaning... and so on.
It literally forces you to read the entire story!
Then it goes into "My Christmas Offer" showing that they
obtained a fantastic deal ($1 per tie) - makes the perfect gift
- guaranteed.
How to order details are very intricate - making sure people
know exactly what must be done to get a part of this special
offer. It is even discussed how they will be packaged so the
customer knows what to expect in their mailbox.
Last, the true kicker: why they MUST order now - "before the
Spanish go on their El Natividad" and why you must make a
decision now before Christmas gets here and your gift is late.
What an amazing ad. And, there is absolutely no reason you
can't use a concept like this in November for your year end
specials. Either you sell products or services that make a good
gift - or it is the perfect time in the new year to order a new
model.
Find a way to use these ideas:
- intriguing headline - make it a visual one
- testimonials
- a great story about you - your employees - your spouse - your
kids - your pets - whatever, just make it interesting
- descriptives on what they get and why it matters
- a very special offer that WILL NOT be repeated
- make it descriptive on how to order (and give them options)
- the big reason why they MUST order now!
- tie it in to a holiday or special theme
Not rocket science - but if they can sell 26,000 neck ties with
an ad like this - don't you think you could find a way to sell
more of your products and services using similar techniques?
You could if you try!
If you want help - here is a resource to turn your words into wealth
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