$25,000 Dollars For a Few Hours Work Doesn’t Seem Fair!
This ad had widespread insertions in the early 1980s and was written by one of the most successful operators in the biz-op category, a man named John Chriswell of Sterling Virginia.
Even at the time this ad was on the scene, this was a saturated market and giant claims were a dime a dozen.
How did Chiswell overcome the natural resistance to oversized claims heard again and again?
He cushioned the claim.
Instead of focusing on the advertiser’s income claim, the prospect’s attention was drawn to the “fairness” of earning $25,000 for a few hours work.
To my knowledge, this was a totally new headline treatment and accounted for this ad’s longevity in this market with notoriously short life spans.
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