The Times, 1913
“Men wanted for hazardous journey. Small wages. Bitter cold. Long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success.”
This was the ad that Ernest Shackleton posted in The Times of London in 1913. He was recruiting for an expedition to cross the Antarctic continent from sea to sea via the south pole. He received about 5000 immediate responses.
Truth in Advertising
The ad is remarkable in its honesty. There’s nothing sugar-coated about “Safe return doubtful.” Shackleton could have left that sentence out. Yet he chose to include it. As a result, you trust that you’re getting the whole truth. Continue reading