If you ever wonder why you do strange and possibly self-destructive things to yourself, or if you have doubts that you’ve made the right decision in an important moment, then I’ve got a riddle that might help.
It goes like this:
“SNACK ROUTE. Newest and most profitable snack machines are opening up hundreds of new locations. Seeing is believing. Earnings can exceed $1,000 weekly. Part time. All cash business can be yours for as little as $5,600. Call 1-800-“
This is a successful classified ad that sold a business opportunity back in the 1980s.
Do you notice anything strange about it?
To me, the strange thing is that this is a classified ad… totaling 7 sentences and 37 words… and yet, the $5,600 price is revealed right there.
This goes against much copywriting and marketing wisdom. 37 words? Not a lot of space to build up desire, overcome objections, and justify such a high price.
So my riddle for you is, why is the price revealed in this classified ad, and why was the ad successful nonetheless?
Maybe you say the high price kept away the masses of low-quality prospects who might respond otherwise. I’m sure there is some of that.
Maybe the price actually acted as proof that this is a real opportunity, and not some kind of bait-and-switch. I’m sure there is some of that, too.
But I think something else is going on also. It occurred to me last night as I read an old advertising book, in which the following headline popped up:
“I gambled a postage stamp and
won $35,840 in 2 years”
This was the headline for a direct mail sales letter that mailed profitably for years. And to me, it’s got the same structure as the bizopp classified above.
Fact is, in certain environments, spending money is a thrill, not a burden.
Some people, specifically of some genders, tend to shop for a thrill.
But others prefer to gamble.
And that’s ultimately what I think is going on with classified ad above.
For the right prospect, it kicks off the part of the brain that likes gambling. It gets the greed glands going. The prospect starts to think about big money, and the thrill of action.
Of course, some people like penny slots (“I gambled a postage stamp”).
Others like the high-stakes poker table (“… for as little as $5,600”).
But all of us have the instinct to gamble, in some form and to some extent. And a few words can be all that it takes to kick that instinct into action. Even when we’ve been burned by it before.
So do you think you won by reading this post? If not, don’t worry. More opportunities to win will appear tomorrow and the day after. If you want to take advantage of them, here’s where to go.