How To Write a $2 Billion Advert

Martin Conroy wrote an advert in 1975 that has, since then, raked in 2 billion dollars worth of subscriptions for The Wall Street Journal. You can take a look at the advert here.

Here are 3 takeaways from arguably one of the most successful adverts in the history of marketing.

Highlight “what could be”. The letter begins by highlighting two men with near identical backgrounds. Except 25 years later when they meet again, one is a manager of a small department in a company, and the other one owns the company. Everyone has a grand idea of who they want to be in life and what they aspire towards. Paint this picture, give them that cushy seat, those private jets, and the privilege and honor of owning your own company.

Contrast.  While the power of a good carrot cannot be undervalued, contrasting it with the stark alternative simultaneously really kicks this up a notch. The letter contrasts the two men despite them being literally the same person- this leads the reader to think: “what could have made that difference between them?”

The answer? The Wall Street Journal. That’s the hook. The reader fills that massive gap between the two visions (success versus mediocrity) with your product. Now they want to buy.

Don’t oversell. Stick to one selling point. Don’t bombard, don’t overload your reader. They’re already here, they’re already sold. Give them your best quality, and let their subconscious do the rest.

And that’s it. Ready to write a 2 billion dollar advert?