The Famous Ad That Never Existed

Many marketing courses talk about an ad Earnest Shackleton placed in The Times looking for a crew to help him on his famous Antarctica explorations…

MEN WANTED for hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful, honor and recognition in case of success.

One of the first books to quote this ad was “The 100 Greatest Advertisements” back in 1948…and it was reported that 5,000 men replied to the ad.

They were willing to go through any kind of hardship to get the honor and recognition for a possible success.

The story of this ad is inspiring, because everyone faces hardship and struggle.

But that hardship is worth it for the reward at the end.

And ‘recognition’ is a strong motivator indeed.

In fact, it may be one of the strongest.

Just take a look at your Facebook feed. How many posts do you see where people are looking for someone to recognize them, like them, share them, etc.

Everyone is screaming, “Acknowledge me!”

There is only one problem, according to the Smithsonian.com, this ad probably never existed.

It’s likely another one of the popular myths in the marketing industry.

Would people have really responded to this ad?

I don’t know.

If they were desperate enough, they would have.

The right audience is even more important than offer and copy.

There are only two core ‘sales’ motivations: to move toward pleasure or move away from pain.

If someone was living a life where they couldn’t see any other way out…any way to live a life they desperately crave…then an ad like this could have grabbed their attention.

That’s why my desperation back in 1996 was actually an advantage.

I put in long hours to get started. I had to overcome the challenges that came my way.

I simply didn’t see any other option.

If my life was already successful, if the Internet was just one possible avenue, I’d love to tell you I would have done it anyway.

But I honestly don’t know.

I’ve seen people give up when they face challenges.

Gurus often paint such a gorgeous picture of the Internet. Live a life of freedom where you make the rules. Go shopping in the middle of the day. Send an email and watch money come in.

And all that is true.

But you will face challenges. You will face overwhelm. You will face technical issues.

You will have to put in more time in the beginning to get the momentum moving. Take your hard knocks.

It’s all worth it at the end.

But you’ve got to want it.

Otherwise you won’t make it through.

The Internet Lifestyle is incredible…having the money, freedom to enjoy it, and recognition from those around you.

But it isn’t easy.

And that’s why I publish the Monthly Mentor Club.

In addition to sharing my best advice each month in the print newsletter (and PDF version)…I also run a monthly webinar and a group discussion board where I answer questions you may have.

It’s the lowest cost way to get personal help from someone with more than two decades of online experience…along with help from your fellow members.

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About The Author

Terry Dean

Terry Dean has been in full-time internet business since 1996 and has helped thousands of entrepreneurs get started online through his articles and products. He lives in Dunnellon, Florida with his wife and 2 dogs. Find out more about how the Monthly Mentor Club can help you today.

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