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It's the offer, stupid!(Famous Last Words)(Column)
Forget advertising that gives you the warm fuzzies and focus on getting response
When you reach a certain age, the first thing you turn to in the morning newspaper is the obituaries. I started when I reached nine.
Here's one, as reported by Robert McG. Thomas, Jr. in The New York Times, Jan. 17, 1998:
Ted Hustead Is Dead at 96; Built the Legendary Wall Drug
Anybody who watched Ted Hustead roll into Wall, S.D., on a cattle truck in December 1931, his wife and 4-year-old son at his side, the family's entire stock of meager possessions piled in the back, would have needed quite a crystal ball to predict that by the time Mr. Hustead died two-thirds of a century later, the governor of South Dakota would be moved to open his annual state-of-the-state address with a tribute to the man who became a beloved South Dakota legend by turning a small-town pharmacy named Wall Drug into the world's most popular drug store.
A sprawling tourist attraction of international renown, it takes in more than $10 million a year and draws some two million annual visitors to a remote town whose population has never risen above 800. ...
How'd Hustead do it? He put up a billboard offering free ice water to tourists on their way to Mount Rushmore; they started arriving minutes after the sign went up and haven't stopped since.
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Source: HighBeam Research, It's the offer, stupid!(Famous Last Words)(Column)