Ernest Shackleton placed this advert in papers around London in the early 1900’s. You might imagine that the response would be terrible.
Who would be mad enough to seek out a ‘hazardous Journey….with safe return doubtful’?
Well, it seemed to strike a cord with men of the day because the response was overwhelming and Shackleton was oversubscribed for his Antarctic expedition.
A few weeks back I had the pleasure of watching one of my all time favorite authors Dan Kennedy on stage in London.
Dan is a no nonsense, tell it like it is American who has been responsible for some of the most profitable sales and marketing campaigns the world has ever seen.
I consider Dan Kennedy to be up there with Jay Abraham as the two most gifted sales and marketing geniuses alive.
A resource that I keep near my desk to help me find just the right words for my sales letters and emails is ‘Words That Sell’ - By Richard Bayan.
One of the areas that I think we all make the most mistakes is what Richard calls ‘”Puffspeak”. That is – inflated words and phrases that have made their way into our every day language without real need.
Check to see if you use these in your sales letters and copywriting:
Puffspeak and The Translation
At this point in time = Now
conceptualize = think
cost-effective = profitable or money saving
counterproductive = futile
effectuate = bring about
ramifications = consequences
state-of-the-art = latest
transpired = happened
