Legend says that, once upon a time, in various Midwestern states, an enterprising carny pitchman took out ads in local newspapers that read:
LAST CHANCE TO SEND $1
to PO Box 210, 60611 Chicago, IL
There was no reason given why the reader should send in $1 or whether he would get anything for it.
And yet, the ad supposedly drew in many dollar bills before the postal service guys caught on and put a stop to it.
The great 20th-century copywriter Vic Schwab called this ad an example of how effrontery can be successful in advertising. Other people claim it simply shows how gullible and sheep-like the masses are.
I personally like this little ad because it’s got so much going on in it. In just a few words, it conveys:
1. Urgency
2. Specificity
3. A clear call to action
And these three ingredients were enough to draw money in. A success that many other ads don’t achieve.
Which makes me think that, often, all the stuff copywriters agonize over is only giving people reasons not to buy.
And it reminds me of an important truth I read today, from another great 20th-century copywriter, Robert Collier:
“It is not the copy that counts so much as the scheme back of it.”
Speaking of the scheme back of this post:
I am officially done with my 3-week trip around the US and I’m back to work.
Only, what with continuing projects, with work that built up while I was traveling, and with a few new clients coming in, I’m almost booked up for the month of June.
Which means that, if you want me to write sales copy for you in June, now is your last chance to get in touch and see if I would indeed be good to write for you (I most likely won’t be).
To find out, simply send me a postcard to PO Box 210, 60611 Chicago, IL. Or alternately, write me an email at john@bejakovic.com.