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I like to think we harbour few delusions about the country, and we approach our visits with open, uncritical eyes, but it's unfailingly interesting and compelling.
Mexico is a complex nation, difficult to understand from the fragments of time we see it, but it has a rich, evocative culture that attracts us as much as the weather and the scenery.
It drew many hundreds of thousands of readers into the body matter of a “people-mover” advertisement — one which, by itself, built a big business. Sometimes the negative idea of offsetting, reducing, or eliminating the “risk of loss” is even more attractive to the reader than the “prospect of gain.” As the great business executive Chauncey Depew once said, “I would not stay up all of one night to make $100; but I would stay up all of seven nights to keep from losing it.” As Walter Norvath says in Six Successful Selling Techniques, “People will fight much harder to avoid losing something they already own than to gain something of greater value that they do not own.” It is also true that they have the feeling that losses and waste can often be more easily retrieved than new profits can be gained. If it cost a farmer a loss of $3,000 a year, maybe it’s costing me a lot more?
What farmer could pass up reading the copy under such a headline — to find out: “What was the mistake? Perhaps the copy will also tell me about other mistakes I might be making.” 3.
And the particular “ailment” referred to is common enough to interest a lot of readers.