On personalisation being nothing new (YOUR COUNTRY NEEDS YOU)

๐Ÿ’Ž On personalisation being nothing new (YOUR COUNTRY NEEDS YOU)

So they ran a recruitment poster.

But the visual didnโ€™t show massed ranks of soldiers.

With the headline, ‘THE BRITISH ARMY IS SHORT OF TWO MILLION NEW RECRUITSโ€™.

The visual was Kitchener pointing out of the poster, straight at the person looking at the poster.

And the headline said, โ€˜YOUR COUNTRY NEEDS YOUโ€™.

One-to-one.

And that poster worked.

It got millions of recruits.

By talking to people one at a time.

It was so successful the USA copied it a few years later with a picture of Uncle Sam and the same headline.

And it recruited millions of men there, too.

Excerpt from: Predatory Thinking: A Masterclass in Out-Thinking the Competition by Dave Trott

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