When You Advertise, Advertise Like Shackleton

Ernest Shackleton, born in 1874, was an Antarctic explorer who led three British expeditions to the Antarctic. He was one of the principal figures of the period known as the Heroic Age of Antarctic Exploration.

Here is one of the (possibly apocryphal) newspaper ads he used to recruit people for his mission into the Antarctic:

"Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success."

Pretty rough. Did he get applicants? As the story goes, tons. He had to turn most of them down.

Why did the ad work, even though he listed all the downsides? My opinion: Because it's the truth he told. You can't bullshit people. So might as well tell them exactly the cost and exactly the upside. If the upside is greater than the cost, you got a deal.

I have a reminder to myself: "When you advertise, advertise like Shackleton."

PS. Shackleton seems to be one of those greater-than-life type of characters. Here is what Sir Raymond Priestley, one of his contemporaries, said about him in comparison to the other great Antarctic explorers of his time: "Scott for scientific method, Amundsen for speed and efficiency but when disaster strikes and all hope is gone, get down on your knees and pray for Shackleton." Gives me goosebumps reading that quote.