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Secret #4: Dare Them to Travel the Upward Path 59

ONLY YOU SHOULD READ THIS

A friend recently called. She is opening a new busi-
ness, an antique store, and wanted to know how to use
this Barton strategy to get people to attend her grand
opening.

“What can I say on my invitation to challenge them to
come here?” she asked me.

We kicked around ideas for a moment. Then I offered:
“How about a headline that says, ‘Are you one of
the few people who can appreciate the value of rare
collections?’ ”
That hit home for her. It clearly challenged people but
didn’t insult them. We all want to be part of an exclusive
group. It appeals to the ego. You just have to be careful
not to slap anyone’s face with your challenge.
When Barton was brainstorming ideas for the
American Tobacco account, he offered this subtle chal-
lenge for a radio commercial:

“We believe that the people who like the finest things—fine
books, fine music, fine food—are the people who should
like fine tobacco. And if you are one of these people, and if
you enjoy this program, and if you have not tried Luckies
lately, please buy yourself two packs and smoke them.
Really fine tobacco does make a difference in the taste.”

And in 1953 Barton advised Schaefer beer to involve
its audience. Instead of yelling the company’s name,
Barton suggested Schaefer become more exciting by
tying the beer to popular events, such as baseball games.
Barton offered these radio ads: “What are the chances
that Joe Black will pitch a no-run game this afternoon?”
and “Come over and see whether you think Jackie