'Come on, Boys, Give the Guard a fighting chance' poster
The pattern
This still is filed under Recruiting duty offer.
Define
Join us, framed as who you become, not as a job listing.
Mechanism
Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.
Verdict
We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.
Why it works
It emphasizes social bonds and peer pressure ('Fight alongside Your Friends') rather than abstract patriotism. The friendly, beckoning soldiers make joining seem like joining a fraternity or club.
The big idea
A column of marching Guardsmen turns and waves the reader into the ranks, so enlisting means fighting beside his friends instead of among strangers.
The offer
Fill up the National Guard: all branches of Army service are open to you.
Lines from the ad
"Come On, Boys!" Give the Guard a Fighting ChanceFight alongside Your FriendsALL BRANCHES OF ARMY SERVICE ARE OPEN TO YOU.Steal this when
You want to leverage existing social networks and the desire for belonging to drive recruitment or sign-ups.
The emotion
Written to Belonging. It makes the Say move.
The marching Guardsmen turn and wave the reader into their column, and 'Fight alongside Your Friends' offers a place among people the reader already knows rather than among strangers.
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