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58 The Seven Lost Secrets of Success

cents an hour. “Human life is too precious to be sold at a
price of three cents an hour,” said the ad.

It worked. The reasoning appealed to the desire of
people to leave their hardships and troubles behind and
begin to move toward an easier, better lifestyle.

Another ad began,

“THIS BOOK MAY NOT BE INTENDED FOR YOU—

BUT THOUSANDS FOUND IN IT WHAT

THEY WERE SEEKING.”

And a proposed Campbell’s soup ad campaign was to
begin with the headline, “Why do you keep on bending
over a hot stove to make your own soup?”

Barton challenged readers without insulting them.
There is a fine line here.
If I write an ad that says, “You’d be a fool to pass up
my services!” you would probably pass up my services.
But if I write something that begins, “Only the most
dedicated achiever will use my services,” then you’d
probably check out what I had to say. The latter tease
would challenge you by subtly asking: “Are you a dedi-
cated achiever?”
Another Barton ad began,

“MEN WHO ‘KNOW IT ALL’ ARE NOT INVITED
TO READ THIS PAGE!”

I would read that page. Wouldn’t you? Why would
we read it? Because neither of us is a know-it-all, right?

Again, you’re being challenged.
And let’s not forget the Marines. They were “looking
for a few good men” for decades. It’s a challenge that still
holds power (and that’s why the Marines used the ad).