Page 66 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

RIDING TO HER DEATH

T“ onight will make history. This will be the
turning point in the campaign. The General
must be expertly stage-managed, and when he speaks, it
must be with the understanding and the mercy and the
faith of God.”
1952. Bruce Barton was secretly guiding Dwight David
Eisenhower into a position of power. Barton was using the
same strategy he used for Calvin Coolidge and for Herbert
Hoover: Barton was creating “a god to lead them.”
The son of a famous minister, Barton was always
drawing inspiration from religion. It’s no accident that
his most famous book was about Christ (and his second
most famous book was about the Bible).
Barton used emotionally packed archetypes in
his ads. One of his most famous ads, done quickly
and almost by accident, included a sketch of Marie
Antoinette “riding to her death.” He asked, “Have you
ever read her tragic story?”
By drawing a connection to an emotionally charged
mother-child figure from history, Barton was able to
touch the deepest emotions of people. (And that ad for
Dr. Charles William Eliot’s “five-foot shelf” of Harvard
Classics pulled eight times better than all previous ads
for the same set of books.)

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