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Dr Barnado's is a chain of orphanages that began in England during Queen Victoria's reign. His homes now operate in many countries. But what I did not know until recently is that the Doctor was also a marketing genius. Here's the story: In England during the reign of Queen Victoria, there was a very large number of displaced and orphaned children. Multiple thousands of them in London alone. More throughout the country. Their parents had either died (life expectancy was much shorter in those daysor they could no longer afford to keep them. In the late 1800s, life was tough. So there were hordes of homeless kiddies of all ages. Compassion led Dr Barnado to want to do something for these unfortunates. After all, it wasnt their fault that they were homeless. Do you need a mental picture? Think of the times which Charles Dickens wrote about. Think of urchins. Think of the stage play Oliver. But now switch to thinking about this. How would YOU raise the vast amount of money needed to feed, clothe and house this ragtag army of children of all ages? Yes, how indeed? As it happened, the good Doctor was also interested in photography. So what he did was take 'before' and 'after' photos of the kids. BEFORE The before shot was a street kid straight out of Dickens. Face dirty. Hair straggly. Clothing shabby. And the looks on those young faces was either wild eyed or fearful. AFTER The after shot was a well dressed youngster with neat hair, clean and dressed with a newfound confidence. His fundraising method was simple and effective. He placed the before & after photos side by side on a page, and printed an advertisement for Dr Barnado's Childrens Homes on the back. These were sold to the growing middle class for 5 shillings. Looking after the kids in purpose-built villages would be hard enough all on its own, but raising the funds to do this on a massive scale called for marketing genius on an astonishing scale. Now... how can we apply this same sort of large thinking to our marketing work? MARKETING RESOURCES Secret Article Profits Instant Article Wizard Micro Niche Finder
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