A Perfect Ad . . .
In the late 1960’s executives at The Crocker Bank of California realized their business was dying – literally! Like the bank itself, Crocker’s clients were staid, conservative and old. So old in fact they were dying faster than they could be replaced by younger clients.
The bank’s problem soon became the problem of Hal Riney Advertising. Hal tells the story below . . .
The ad written more than 50 years ago was so successful they had 2 more made and later licensed the ads to other banks throughout the country. This was “The Wedding” followed by “The Move” and “The Job”. All 3 featured the same music and all 3 were aimed at young people who were just starting out in life.
The ads entertained young people everywhere and told a simple story they could relate to. Entertained, you ask? Yes, The Carpenters took the song all the way to the Cash Box #1 spot on the charts and it’s still played at weddings more than 50 years later.
Sp, how exactly does this relate to your email marketing? Simple. A formula used more than 50 years ago still works today. The media and the message may be different but human nature is the same.
Tell a story that entertains and relates to your clients. Give them an opportunity to buy at the end.
Simple – Elegant – Wicked Effective
Here’s a sample so you can get a better idea . . .
Cancer story odd haircut
The sun was just beginning to set, casting a warm, golden hue over the city. Emma decided to take her usual route home through the park, enjoying the tranquil evening air. She always found peace in these moments, away from the hustle and bustle of her busy life.
As she strolled along the winding path, she noticed a man sitting on a bench, engrossed in a sketchpad. His hair immediately caught her attention—it was a wild assortment of colors, shaved on one side and cascading in long, bright green and purple waves on the other. It was the most peculiar haircut she had ever seen.
Curiosity piqued, Emma slowed her pace, subtly glancing at his artwork. The man noticed her interest and looked up, offering a friendly smile. “Hey there, like what you see?” he asked, his voice warm and inviting.
Emma smiled back, feeling a bit embarrassed for staring. “Sorry, I didn’t mean to intrude. Your haircut is…unique. And your art, it looks amazing.”
He chuckled, patting the bench beside him. “Thanks. It’s a conversation starter, for sure. I’m Alex, by the way.”
Emma took a seat, intrigued by this unexpected encounter. “I’m Emma. Do you come here often to draw?”
“Yeah, it’s my favorite spot. The park is full of interesting people and stories,” Alex replied, his eyes twinkling with enthusiasm. “Everyone makes different choices in life, and it all reflects in their actions and appearances. Like my haircut—most people think it’s crazy, but it’s a symbol of my journey.”
Emma nodded, feeling a sense of connection with this stranger. “I get that. Sometimes, I feel like life is just a series of choices, and we end up where we are because of them.”
Alex smiled thoughtfully. “Exactly. Every choice we make, big or small, shapes who we are and where we end up. It’s fascinating, really.”
Curiosity got the better of Emma, and she asked, “So, what inspired the haircut?”
Alex’s smile softened, and he set his sketchpad aside. “I’m an oncologist. I see patients every day who lose their hair due to chemotherapy. I wanted to make a statement, to remind people of the importance of cancer screenings. If caught early, many cancers can be treated more effectively, sometimes even preventing the need for chemo. My haircut is a way to start conversations about that.”
Emma felt a wave of admiration for Alex. “That’s incredibly inspiring. It must be tough seeing so many people go through that.”
“It is,” Alex admitted, “but it’s also rewarding to help them fight and, hopefully, win. And if this haircut gets even one person to go for a screening, it’s worth it.”
Just in case you’re wondering where this story is leading, it’s to remind you that October is Breast Cancer Awareness Month. According to the National Cancer Institute, approximately 310,720 women in the United States will be diagnosed with breast cancer and about 42,250 will die of the disease in 2024.
Please get screened
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