2005 - 07-26-05

The Word "Generous": Many people guessed that using
the word "generous" in my headline was pretty much iron-clad
insurance many women would be interested in what I had to
say. I think that's true. But curiously enough, as far as I
can tell, only one of the women who answered the ad was an
out-and-out gold digger. In fact, this particular woman only
read the headline and then dropped all the way down to the bottom
of the ad which told how to contact me. When I met her, it
was obvious she hadn't read the ad and my meeting with her,
if memory serves me correctly, lasted only about three or
four minutes. All the rest of the women who answered the ad
(at least this seemed true to me) were not gold diggers but,
they were women who didn't want to date any more losers.

Humorous: A lot of the guesses were the ad
worked because it was so humorous. I think that's true also.
Women, at least psychologically, like a man who can make
them laugh. Most women want to hook up with a guy who is
intelligently humorous.

All of these were good guesses. All of the
above were, indeed, factors which made the ad work. But
remember... what I said we were
looking for was the "stand out" reason the ad
worked. I put those ads in my newsletters to illustrate a
certain feature... a "stand out" feature... which made them
work so much better than other ads. Even
other winning ads.

The stand out feature in this particular ad
is very much the same to the stand out feature which made
the ad in "Can You Guess (Part I)?" (the ad for the
Eye Surgery Centers of Tennessee) work so well. What made the ad for the
Eye Surgery Centers work so well was proof... specific proof.

And the REAL answer, the STAND OUT feature of my personal
ad was...

SPECIFICITY

For example, when I described myself, I
did so
specifically, very specifically. Matter of fact, I described
myself so well, the women I met as a result of my ad were
able to recognize me immediately (even though they had not
seen a physical picture of me).