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.

Why was this advert so powerful and what can you learn from it?

• It is short and straight to the point. If you can make your point in about 25 words, don’t take 150!

• It appeals to a human emotional desire. Most adverts get caught up in the language of features. Shackleton managed to speak straight to one of mans basic human desires. The desire for adventure. What emotions can you speak to in your sales letters and adverts?

• It is truthful. Frighteningly so! There was no need for hyperbole about how great the adventure would be because Shackleton emphasised the ‘negatives’ and managed to ultimately turn them into benefits which were compelling to his target audiene. If you have so called ‘negatives’ in your product or service, how can you emphasise them to show your honesty, integrity and maybe even make them seem an irresistible attraction?

What can you learn from this advert that you can apply to your sales letters and adverts?