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The story of the only ad with a 100% response rate

Writer's picture: John BrandtJohn Brandt

Here comes a story from the halls of Direct Response History:


The ONLY ad in existence to achieve a 100% response rate. Today, we’d call a “response rate” a “conversion rate.” But since this is from the halls of history, I will use their language.


But make no mistake, cully, this ad achieved a 100% conversion rate. That means that every person who received this letter took the desired action (which in this specific case happened to be at least a $1,000 payment—and this letter was sent in 1925, so that one grand number turns into 17 grand in today’s shekels). 


Anyway, Bruce Barton wrote this ad. Bruce lived in a curious time to be a direct response marketer: Smack dab in the middle of the Great Depression. In fact, another one of his great successes was an ad promoting a college during the and piggybacking off the Great Depression. He tapped into the “conversation in the reader’s mind” in a brilliant way, gave them an opportunity to think differently (in this case, viewing the Depression as an opportunity instead of the misery it was), and in many ways, pioneered the idea of “lead generation.” 


Barton also created the Betty Crocker character. And he was successful outside of advertising too. He helped advance the career of my personal favorite president, Calvin Coolidge. He sold America the idea of “big business,” which was (probably) a better idea at the time than it is today. And he was a prolific magazine article and newspaper column writer too. 


But today I only want to talk about his greatest claim to fame: 


The ad with the 100% response rate. 


Now, it goes with saying that a 100% response rate is impossible. Or rather, would have been impossible had Barton not proved it otherwise. 


For a comparison, a quick Google search revealed that a 10% response rate (aka conversion rate) is a “good conversion rate.” A Reddit thread added more nuance: a 5% response can be great for one business, while a 0.5% can work for another. 


The truth is that no such number exists. Even high response rates can have lots of refund requests. Low response rates can become wildly profitable on the backend. Aiming for a certain response rate is a good practice. But trying to figure out a “good conversion rate” across all different industries, brands, offers, etc. is a fool’s errand. 


Comparison is the thief of joy n’ all that. 


But there’s no denying that a 100% response rate is the “best” possible response you can get. 


So, what voodoo magic did Bruce use to get 100% response for something that cost 4 figures in 1925 (and 5 figures 100 years later)? 


Here is where we turn to the 40/40/20 rule: 


I’ve written about this rule several times before in these daily-ish musings of mine. Even though it downplays the role of the copywriter, it’s true and is perhaps THE reason for Barton’s 100% response rate. 


If’n you forget, here’s what the 40/40/20 rules says: 


40% of the success of an advertisement is credited to the list

40% of the success of an advertisement is credited to the offer

20% of the success of an advertisement is credited to the copy


So, yes, your list and your offer is at least 80x more important than your copy. 


But in this ad where a 100% response rate was had, each part of this formula pulled the entirety of its weight. 


The list only included people Barton knew would respond: 24 wealthy men who wanted to charitably spend their money and feel satisfaction for their contribution. 


The offer was specific, backed up with several American Dream ethos stories, and unlike other charitable contributions made by the men who received such a letter, you could actually see how the money given was used to enhance the lives of those it went to. 


And the copy was perfect: Exclusive, hit on pain points, told stories of American history that made you feel for the boys and girls who would be on the receiving end of the charitable donations, it inspired men to leave a legacy, yada yada yada. 


If you’d like to see this ad for yourself, I’m sure you can find it online. You might have to search for it, and that’s okay. It will only hone your skills. 


Now, you might be wondering… 


Isn’t it kinda cheating to say that this ad got a 100% response rate when it only went out to 24 people? 


Maybe. 


But still true nonetheless. 


In fact, it may be even more impressive. I dare you to pitch a similar amount of people and have them each pull out 17 grand from their wallet to give it to you on the spot. 


Not so easy now, issit? 


Anyway, moral of the story? 


Good copy can’t overcome a bad list or a bad offer. 


That’s the bad news. 


The good news?


If you have a good list and offer, but you’re missing the copy piece of the formula, then you mayhap have stumbled upon the most qualified copywriter to help you with that. 


Best part?


Your one reply away from forever changing the trajectory of your business and life. 


So, hit reply and let’s find out if’n we’re a good fit. 


John

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