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Chapter Forty-seven: Mountain woven million dollar advertisement

You may have heard of an ad that ran 65 years ago with the headline:

"Hand Woven by the Mountain People of New Mexico"

New Christmas Patterns in these unique ties. Wearers say an exceptional value.* Sold only direct from weavers to you.

It was a one-page ad that ran in the November 1940 edition of Life. Simple – copy intensive – with a picture of the ties.

Get this: that ONE AD SOLD 26,000 TIES!

An amazing success story. And an amazing ad (written by James W Young).

What is most evident about the ad is the unique ways they use a number of great advertising techniques – ones that STILL work today just as well.

Think about this:

1) A unique headline – "mountain people" conjures up pictures with those two words. "Hand woven" portrays the quality that they put into the ties. Combined, this is a very intriguing headline.

2) In the subhead, this statement is interesting – "Wearers say an exceptional value.*" Note that the * references a footnote at the bottom of the ad that is actually a testimonial of a happy buyer.

George W Engelmann, well known Chicago business man, writes: "Enclosed is my order for some of your ties. I would like to take this opportunity to tell you how well I like your ties. When I wear them they never fail to attract favorable comment. They are also the most durable ties and best value I have ever seen"

NOTE: a testimonial in a clothing advertisement! How often do you see that? 65 years later and few people are using this simple strategy. The footnote is a nice touch – very interesting way to get people involved in the ad.

Also note how the testimonial is written. Chances are the adman wrote the testimonial and had the client approve of it. In your business you should do the same. Your clients will provide glowing testimonials but (typically) have a tough time saying the best things about your business and how those things affect other potential buyers. This testimonial touches on "here is another order" "they attract favorable attention" "durable" "best value" "well know business man" All of that in a couple short sentences!

3) The ad starts out with a very compelling story: "For over 200 years the Spanish people who settled New Mexico have been raising sheep and weaving wool. Their looks have been handed down from father to son....."