Did You Know There are
ADS That Shook The World?

I am sat here right now looking over one of the greatest pieces of advertising I personally have ever studied.

When I say studied I mean "understanding" every single word or element that was used in the ad.

(this ad has literally dozens of elements, I want to cover just one right now for you)

Here's what's interesting for YOU! Here's how it can sharpen copywriting skills like a razor.

This ad is over 100 years old! But for me, one of the greatest teachings of copywriting alive on paper right now!

Let me explain.

P.T. Barnum was without question an advertising/copywriting genius. Maybe he didn't know it. I think he did.

One of his adverts had the multiple headlines

"Look For It"
"Wait For It"
"SEE IT"

The ad demonstrates one of the finest pieces of copywriting ever delivered to the public.

Now you must listen close here. I believe within this advert hides the secret to successful advertising/copywriting in 2007.

I also believe no one has talked about this secret before. Learn it and your copy will improve instantly.

Before I reveal the secret I have to share some details about P.T. Barnum and the advert. Well, not so much the advert but the words he uses. The words are the KEY!

Barnum came from a typical 19th century evangelical christian background. He came from store salesman to global showman.

He also came from an era where the public accepted the Bible as a book of authority.

Certain words and phrase from the Bible or representing the Bible were continually delivered via the spoken word to the general public, in the streets

Barnum himself knew people. Most of all he understood how their minds would think.

When I say think, I mean think about certain words, not just words only- but the mindset behind the words.

Okay. Before I get too complicated let me show you an example of what I mean.

Now please bear in mind this fact; these words were written for the mind of a people from 1879.

Okay here it is read close and absorb.

The advert/copy begins with these words.

"Look For It, Wait For It, It Is Coming"

Now why would that work so well in that period? Actually the answer is very simple. That was a period of time when evangelical Christianity was in a big period proclaiming the 2nd coming of Christ.

The people had been, were being bombarded with the same messages, the same words, the same thoughts.

So how would Barnum make his voice heard within a noise of sameness?

He knew certain phrases were implanted into the minds of the people.

Look For It ... they were looking for signs of Christ's arrival.

Wait For It ... builds the anticipation of the arrival of Christ.

It is coming ... makes the promise that the Christ WILL arrive soon.

Simply Barnum transferred this biblical language into his advertising. Did it work?

The Answer?

Yes it worked but why?

The public had been bombarded with certain words and phrases for years. Subliminally and full on.

They would react to "IT IS COMING" ... like a child would react to his father shouting ... STOP!

There were a handful of words that would be easy to replicate into advertising. That's exactly what Barnum did.

He did not re-invent his advertising. He simply used phrases that were already inside the mind of his targets!

He researched. He wrote. Simple.

Barnum knew his audiences MINDSET inside out.

He targeted the precise WORDS that would create the kind of reaction he required for his business.

And check this out.

Barnum called his show ...

"The Greatest Show on Earth."

Why? He told them the biggest benefit he could. This was no ordinary show no, this was the "GREATEST" show on Earth. Wow, he really would have to deliver or he would face destruction of his business.

Now here is what's interesting.

After USA President Grant returned home from a world tour, he had dinner with Barnum.

Barnum said to the President ...

"after your tour you must now be the best known man on the globe"

The president replied ...

"you beat me shy-high, wherever I went in the world the question was the same ... do you know BARNUM?"

No wonder the advertising and copywriting genius took Barnum to one of Americas first millionaires

How Can Any of This Advertising History Benefit You?

- Think about what is on your targets minds right now. I mean get to know and understand what they are being bombarded with in the media, TV, newspapers etc. Words, phrases, language, dialects, accents, isms.

- Write down a list of words that are ALREADY implanted into their minds. Weave them into your sales messages using a steady stream of steady repetition for emphasis.

Study classic ads they have never been so relevant for 21st century copywriters!

Alan Forrest Smith

Hi,

I enjoyed reading it, think you very much.
the information that encapsulate is realy worth reflexion, and the structure of the article in it self is realy interesting.

I agree about this at a point

but this need the simplicity of words that shine in the first quote without it it go in the augmentation of the same noise, let me explain:

the case of cosmetics and anti-age product, people in this industry enjoy using pseudo scientific words ( a new molecule, ingredient, enzym).. , new and new ..

and they invente continiouly pseudoscientific words, TV, Radio , Newspaper, magazine repeat the same pseudoscientific word that people arn't to have in mind, personnaly I can't repeat them without misspeling them.

exemple :

Pro-Xylane ..just hear those ads on TV bout New anti-age cream.

people are bombarded by those word.

so what to do?

"Bifidus-actif" is the name of a new enzym add to a yogourt.

what do you think about this.