The Ultimate Help-Wanted Ad
If pressed to pick my all-time favorite ad, it would be one placed by Sir Ernest Shackleton, the famous early-20th-century polar explorer. In 1913, Shackleton placed a very brief announcement in several London newspapers for volunteers for his upcoming South Pole expedition. He hoped to attract 50 to 75 inquiries. Five thousand hearty souls responded to:
MEN WANTED for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success.
—Sir Ernest Shackleton
All three elements for promotional success: excitement, news, and a compelling call to action were wrapped up in just 26 words. No need to add a single syllable.
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