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Mountain woven million dollar advertisement
You may have heard of an ad that ran 65 years ago with theheadline: "Hand Woven by The Mountain People of New Mexico" New Christmas Patterns in these unique ties. Wearers say anexceptional value.* Sold only direct from weavers to you. It was a one-page ad that ran in the November 1940 edition ofLife. 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 WYoung). What is most evident about the ad is the unique ways they use anumber of great advertising techniques - ones that STILL worktoday just as well.Think about this: 1) A unique headline - "mountain people" conjures up pictureswith those two words. "Hand woven" portrays the quality thatthey put into the ties. Combined, this is a very intriguingheadline. 2) In the subhead, this statement is interesting - "Wearers sayan exceptional value.*" Note that the * references a footnote atthe bottom of the ad that is actually a testimonial of a happybuyer. George W Engelmann, well known Chicago business man, writes:"Enclosed is my order for some of your ties. I would like totake 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 everseen" NOTE: a testimonial in a clothing advertisement! How often doyou see that? 65 years later and few people are using thissimple strategy. The footnote is a nice touch - veryinteresting way to get people involved in the ad. Also note how the testimonial is written. Chances are the admanwrote the testimonial and had the client approve of it. In yourbusiness you should do the same. Your clients will provideglowing testimonials but (typically) have a tough time sayingthe best things about your business and how those things affectother potential buyers. This testimonial touches on "here isanother order" "they attract favorable attention" "durable""best value" "well know business man" All of that in a coupleshort sentences! 3) The ad starts out with a very compelling story: "For over 200 years the Spanish people who settled New Mexicohave been raising sheep and weaving wool. Their looks have beenhanded down from father to son....." and on it goes into the story of where they live, the types offabric they make, the colors, the make of the tie, intriguingfeatures like "invisible silk", how they wear, wrinkle free, thetextures, cleaning... and so on. It literally forces you to read the entire story! Then it goes into "My Christmas Offer" showing that theyobtained a fantastic deal ($1 per tie) - makes the perfect gift- guaranteed. How to order details are very intricate - making sure peopleknow exactly what must be done to get a part of this specialoffer. It is even discussed how they will be packaged so thecustomer knows what to expect in their mailbox. Last, the true kicker: why they MUST order now - "before theSpanish go on their El Natividad" and why you must make adecision now before Christmas gets here and your gift is late. What an amazing ad. And, there is absolutely no reason youcan't use a concept like this in November for your year endspecials. Either you sell products or services that make a goodgift - or it is the perfect time in the new year to order a newmodel. Find a way to use these ideas: - intriguing headline - make it a visual one - testimonials - a great story about you - your employees - your spouse - yourkids - 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 withan ad like this - don't you think you could find a way to sellmore 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