Shackleton Ad Has Virtuous Appeal

I saw this in Ivan Levison’s monthly e-newsletter, The Levison Letter. It’s a small ad that was placed by explorer Ernest Shackleton prior to his epic journey to Antarctica.

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 — Ernest Shackleton

This small ad pulled like a freight train.

“It seemed as though all the men in Great Britain were determined to accompany me the response was so overwhelming,” Shackleton later wrote.

It’s 2008, not the early 1900s. Still, Ivan points out that small, well-executed ads continue to perform well for lead generation.

Ivan Levison is a top direct-response copywriter. You can sign up for his free e-newsletter at


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