When you need people to respond to your ad immediately, you need to think like a reporter.These are the first two things they teach news reporters:“When a dog bites a man, that is not news, because it happens so often. But if a man bites a dog, that is news.”“You never read about a plane that did not crash.”So why do so many direct-response ads talk about the man who got bit by a dog, or flew on a plane that did not crash? To be successful, direct-response ads must deliver a message that is remarkable.Recruitment Ads are a form of direct-response marketing.Last week, the following 60-second radio ad reached 19 percent of the total population of Charlotte, NC. The average listener heard this message 6.3 times in just 3 days, Wed/Th/Fr. And it cost only seven tenths of a penny per repetition for a listener to hear it. This means that for less than a nickel per person, (6.3 x 7 tenths of a penny) we electrified 19 percent of the total population of Charlotte with a remarkable message. And you know what? The 19 percent we reached are the friends, neighbors and co-workers of the other 81 percent, guaranteed.Are you a plumber? Would you like to make one hundred thousand dollars a year? That’s right. I said a hundred thousand dollars. Can you install new water heaters, faucets and drains? You hear Morris-Jenkins on TV and radio all the time. Morris-Jenkins Plumbing is the sister company of Morris-Jenkins Air Conditioning and they’re both managed by Dewey Jenkins, the man you DEFINITELY want to work for. Our new plumbing division is keeping 30 plumbers busy and we need 10 more who know how to install water heaters, faucets and drains. We need air conditioning installers, too. Many of our A/C installers are already making a hundred thousand, and we’re putting together a plan that will allow our plumbing installers to make that much, too. We want to meet you. This is not a joke. If you’re ready to start the greatest job you’ll ever have, be at Morris-Jenkins headquarters this Saturday Morning at 8AM for a confidential interview. We need 10 plumbers and 6 air conditioning installers. Be here at 8 o’clock this Saturday morning. You’ll find our address at Morris-Jenkins dot com. Your life is about to get a whole lot better. Morris-Jenkins dot com.That’s a pretty remarkable message, right?But just as important as being remarkable, direct-response ads must also be credible and urgent.Remarkable means your message will be repeated from person to person. “$100,000.”Credible means your message is supported by already-known and trusted facts.(A.) Due to their commitment to long-term customer bonding, Morris-Jenkins is universally recognized as the market leader in Charlotte.(B.) Dewey Jenkins is on TV every day and the public LOVES him.(C.) This ad would not have worked nearly so well for a person that was less respected.Urgent means action must be taken immediately, because(A.) the available number is limited, “We need 10 plumbers and 6 A/C installers.” Or,(B.) the window of time is limited. “Be at Morris-Jenkins Headquarters THIS Saturday morning at 8AM for a confidential interview.(C.) Urgency is accelerated through relentless repetition. We ran this ad twice an hour, 24 hours a day, for 3 days, on each of 2 different radio stations. 288 total airings in 3 days.If your direct-response ads aren’t working, there are...