Here is possibly one of the great classified ads of the last century. It was written in 1914 and 5000 men showed up in response.
“Men Wanted for Hazardous Journey, Small Wages, Bitter Cold, Long Months of Complete Darkness, Constant Danger, Safe Return Doubtful, Honor andRecognition in Case of Success.”
It was written by Shakelton for his polar expedition. If you were writing this, would you have included the negatives in your copy?
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Absolutely. He tells you with the opening word that he’s targeting “Men.” And men love challenges.