What can Ernest Shackleton Teach You About Sales?
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.
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?
7 Comments
It is clear that this man, Shackleton, knew exactly what type of men it was he was looking for, and exactly how to communicate effectively to these men. The true foundation of the sales process is communication, and this guy was a genius!
Nice Post!!!!
The sales letter is an essential part of your direct mail package and often stands alone when following up a cold call. Writing a good sales letter can be time-consuming if you care enough to get it right.
I can’t imagine anyone being disappointed or disillusioned after this ad. Great story. You’ve got to love the business.
Interesting comments on this blog as well by a professor: http://www.salesleadershipblog.eu
I like your blog!
Hi Cary, Many thanks for your post and recommendation. I’m glad you like the blog.
Thing is though apart from some slight scientific and geographic advances the expedition was a massive failure with disasters at both ends causing men to be stranded at great risk on Elephant Island eating seal and albatross.
The sea journey by ES for their rescue from the Falklands in a Chilean tugboat dodging the floes at a 4th attempt at rescue was however truly heroic as the land struggle over Georgia.
He was a massive leader of men -of that theres no dispute and quite a salesman in his honesty and commitment
Thank’s bill. I really like your phrase – “quite a salesman in his honesty and commitment” which is what a great salesperson should be!!