One of David Ogilvy’s most successful ads was for the struggling Hathaway shirt-maker.  It featured a well-dressed older gentleman resembling author William Faulkner wearing an eye patch.

“In one version of his background he was a displaced White Russian baron; in another, a noble Spaniard from Malaga.  There was nothing wrong with his eye.”

“The patch was there to imbue the advertisement with what Ogilvy called ‘story appeal.’  The reader wonders how the arrogant aristocrat lost his eye.” Was it a war injury?  Did he lose it fencing or fly fishing?

The power of novelty and curiosity in this ad – combined with the aristocratic aura — was too strong for buyers to resist.  Hathaway Shirts were sold out the first week after the iconic ad was released.

David Ogilvy said, “For some reason, I’ve never known, the eye patch made Hathaway instantly famous.  Perhaps more to the point it made me instantly famous too.”

Unless it’s part of a Halloween costume, I don’t recommend including an eyepatch, but I do encourage you to include photos with story appeal in your dating profile.

Here are some photos I used that had story appeal.  

NOTE:  Always include captions to reinforce the image created by the photo, and to advertise positive qualities or potential benefits.

Jerusalem Photo:

I included this photo when I began online dating because:

• Novelty of a woman with a machine gun makes it stick out like eyepatch in Ogilvy’s Hathaway ad.
• Conveys that I’m an empty nester and traveler.  (Visiting Jerusalem may indicate religious as well.)
•  Appeals to assortative mating.  People often assume people have the same characteristics as their relatives. Although I’m a bit pudgy, I have a tall, gainfully employed, athletic son.

[November 2014 photo of my son, an attractive Israeli soldier, and me in Jerusalem. My son was an exchange student in Jordan learning Arabic then.  He has since graduated and works for the federal government.]

Mexican Wedding Photo

• Like the eyepatch ad, people wonder why the donkey is biting? Unique photo with story appeal.
• Photo in a tuxedo at family wedding suggests wealth or class. (Again, assortative mating.)
• Smile conveys trustworthiness, an important quality given the danger of dating apps for women.

[Festive Feb. 2022 photo of a frisky donkey and me at cousin’s wedding in San Miguel de Allende, Mexico.]

Hawaii Kayaking Photo

• Photo is intended to draw attention and be humorous.  Remember the axiom that it’s always better to “show than tell” when it comes to humor.
• Shows I’m physically active and willing to travel to exotic places even during Covid. The intent is to suggest a benefit: “This guy may take me to nice places.”

[Pandemic photo of me kayaking in Hawaii.  Remember to always wear your life vest!]

Summary

While there’s nothing wrong with a “normal” professional photo on a neutral background, the best dating profiles also include some photos with story appeal that provoke curiosity and advertise good traits/benefits.

---

[i]The King on Madison Avenue: David Ogilvy and the Making of Modern Advertising Kenneth Roman, p.89-90

[ii] Ibid, p. 90